Estimate the feasibility and effectiveness of paid media before running ads. The calculator helps you figure out if the client can get a return, how much they’ll need to spend, and what results to expect.
Before You Start
Choose the Correct Calculator (make a copy first!!):
- Lead Gen Calculator(for service-based businesses focused on form fills or calls).
- Product Calculator(for eCommerce or clients selling items directly online).
These are already built out in the GH Google Drive. Right click in the paid media folder and select “From a Template” and select the PPC calculator template. If a client doesn’t clearly fall into one category, default to Lead Gen and make edits as needed.
Step-by-Step Instructions
Step 1: Fill Out the Business Info
(This helps contextualize the numbers later).
Fields to complete:
- Business name
- Client industry
- Service or product
- Location
- Campaign type (Search, Meta, Display, PMAX, etc.)
- Primary goal (Leads, Sales, Traffic)
Why: This frames the calculations with context. It also preps the info needed for the client presentation later.
Step 2: Ad Performance Assumptions
(You’ll enter estimated averages based on platform benchmarks or research).
Key fields:
- CPC (Cost Per Click)
- CVR (Conversion Rate)
- Avg. Order Value or Client Value
- Monthly budget
Where to get CPC: Use Keyword Planner in Google Ads or reference past accounts
Where to get CVR: Use industry benchmarks or historical client data (2–10% is a typical range for Search)
Why: These assumptions power the projections—good estimates make or break the calculator’s value.
Step 3: Use the Calculator Tabs
Once the top section is filled out, the calculator will auto-generate performance forecasts like:
- Estimated clicks per month
- Estimated leads/sales
- Estimated cost per lead/sale
- Estimated return on ad spend
Why: These outputs help us and the client understand whether ads are worth pursuing, and what kind of volume/budget it takes to see results.
Step 4: Add Keyword Research (Search Only)
If it’s a Search campaign, switch to the Keyword Stats tab and:
- Pull keyword ideas using Google Keyword Planner
- Add the following per keyword:
- Search volume
- CPC (low and high range, the average will be calculated for you)
- Estimated Monthly Cost will also be calculated for you
- Notes (e.g., “Brand term,” “Very competitive,” etc.)
Why: This helps justify your CPC estimate, and also prepares you for ad copy direction and targeting in the future.
Step 5: Adjust for Client Feedback or Edge Cases
- If the client says most leads don’t close, reduce your conversion rate or raise the CPA target
- If the client says they have insane margins, show how high ROAS is possible
- If they offer bundles or upsells, factor that into average order value