A LITTLE EXPERIMENT IN BETTER ADVERTISING
The Google Ads
Goldmine.
Four numbers. A few what-ifs.
Find the questions worth digging into.
01 / YOUR STARTING POINT
Equip your expedition.
Example values to start. Use one consistent monthly period and currency (NZD).
Calculated estimates, not a forecast. Fractional customers represent an average.
02 / TRY A DIFFERENT TUNNEL
What if one thing improved?
Keep spend fixed. Compare three illustrative changes, one at a time.
Show the maths & assumptions
Clicks = spend ÷ cost per click. Leads = clicks × lead conversion rate. Customers = leads × close rate. Ad cost per customer = spend ÷ customers. This is advertising cost only; it excludes fees, fulfilment costs, margins and customer value.
Relative improvements are multiplicative: a 5% lead rate becomes 6% under a 20% improvement, not 25%. Rates are capped at 100%. Each scenario holds the other inputs constant, although real changes can affect multiple stages. A lower CPC does not guarantee equally valuable traffic.
This lead-generation model assumes customers can be attributed to the leads entered, with enough time for those leads to mature. It does not model revenue, profit, repeat purchases, conversion lag or incrementality. No account connection or personal data is needed. Your inputs stay in this page.