How to use the PPC calculator

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:

1. Pull keyword ideas using Google Keyword Planner
2. 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

Final Output:

Once completed, the PPC Calculator should be saved and linked in the client folder. This will feed directly into the presentation you build for the Fertilizer package.