Some of your clicks come from people who were never going to buy: wrong intent, wrong country, someone comparing prices for a school project. You pay the same for those as for the good ones. Move four sliders and see the number in money.
What you actually spend on ads, not the agency fee.
Your account shows this. If you do not know it, that is finding number one.
Out of a hundred clicks, how many become a lead or a sale.
Your search terms report shows this. Most people guess low.
Money spent on clicks from people who were never going to buy from you. Not lost to a competitor. Just gone.
Clicks = budget ÷ cost per click. Wasted = clicks × the share that was never going to buy. Leads = the clicks that remain × your conversion rate. Nothing here is sent anywhere and nothing is stored.
The fourth slider is your guess. Your search terms report has the actual figure. Leave your details and we read it for you, then send back the list of what to exclude, in the order that saves the most money. One email from a person, no call.
Three steps, in the order that saves the most for the least work.
Ten minutes in the search terms report replaces the guess in slider four with a real figure. Most people find something to exclude in the first minute.
Impression share lost to budget and lost to rank need opposite fixes. Reading the wrong one is how budgets get raised for no reason.
Two numbers you already have give you a break even cost per click. After that, "expensive" stops being an opinion.
This calculator is teaching material and our own arithmetic on numbers you supply, not advice for your specific account. Check anything important with your own specialist before you act on it.