PPC What-If Calculator

See what happens to your PPC results if you'd improve one or more key metrics

You know that improving one metric changes everything downstream. But by how much? And is the investment worth it? Fill in the colored cells below and find out!

Enter your recent PPC performance as a baseline (time frame and campaign selection of your choice). Pick one or two metrics to improve, enter your target lift and the investment required, and see the projected impact on all key metrics.
Tips:
- Stick to one PPC metric (blue) and one conversion metric (purple) at a time to keep it realistic.
- Compare the difference between improving just PPC metrics vs. improving PPC and conversion metrics.

Impressions

Baseline

$

Relative target improvement

%

Scenario after improvement

$

Investment needed to achieve target improvement, in people (internal or external) and technology

$

Investment can't be 0 if you want to realize an improvement

CTR

%

%

%

$

Investment can't be 0 if you want to realize an improvement

Clicks

CPC

$

%

CPC improvement can't be more than 99%

$

$

Investment can't be 0 if you want to realize an improvement

Spend

$

$

$

Conv. rate

%

%

%

$

Investment can't be 0 if you want to realize an improvement

Conversions

Average order (conv.) value

$

%

$

$

Investment can't be 0 if you want to realize an improvement

Revenue (conv. value)

$

$

CPA

$

$

ROAS

%

%

Costs of realizing improvement

Non ad spend investment to realize improvement

$

Extra ad spend to realize improvement

$

Total investment to realize improvement

$

Benefits of realizing improvement

Additional conversions after improvement

Relative CPA improvement

%

Relative ROAS improvement

%

Additional revenue (conv. value) after improvement

$

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