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Free Tool

Paid Search Efficiency Check

How much of your search budget buys nothing? Paste a Google Ads or Microsoft Ads export, or enter six numbers. You get wasted spend, brand cannibalisation risk, impression share lost and your cost per conversion against a category band.

Input method
Optional: impression share lost to budget and rank

Your file is read in memory and discarded. Nothing is stored unless you tick the box above.

What the check looks for

  • Wasted spend: search terms that drew clicks and no conversions (measured from a search terms report; modelled from conversion rate when you enter numbers)
  • Brand cannibalisation risk: spend on your own name that your organic listing may win anyway
  • Impression share lost to budget and to rank
  • Cost per conversion against a category band (Onit benchmark, modelled)

Accepted exports: Google Ads Search terms or Campaigns report, Microsoft Advertising Search term or Campaign report. Title rows and total rows are skipped.