Choose your business type, then enter the real numbers behind your customer journey and your last 30 days of Google Ads. The assessment adapts the funnel, conversion choices and benchmark context to your business.
54 business typesIndustry-specific funnel30-day Google Ads dataScore + action plan
Business context1 of 3
FIRST, WHAT KIND OF BUSINESS IS THIS?
Choose the business category that best matches what you do. Your selection changes the customer journey we analyse, the conversion choices we show, and the Search benchmark category used for context.
Alphabetised and grouped by first letter so you can find the closest match quickly.
Only conversion choices relevant to the selected business are shown.
£
Use average initial revenue from a new customer.
%
If supplied, profitability is assessed against gross profit rather than revenue.
Please choose the business type and main conversion, then enter a valid customer value.
Your real customer journey2 of 3
YOUR CUSTOMER ACQUISITION NUMBERS
Enter the numbers you can attribute to Google Ads for the same last 30 days. These questions change based on your business type.
If you cannot reliably attribute one of the optional business-outcome figures to Google Ads, leave it blank. The calculator will lower its confidence instead of guessing.
Please check the figures. Later funnel stages cannot be larger than the earlier stage unless the field is marked as revenue.
Last 30 days in Google Ads3 of 3
NOW COPY YOUR GOOGLE ADS NUMBERS
Use the same Search campaigns and the same last 30-day date range for every metric. We calculate CTR, CPC, conversion rate, CPA and value/cost automatically.
£
Use Google's main “Conversions” column.
£
Competitive Search metrics
Optional, but useful for diagnosing whether the account is constrained by budget, Ad Rank or Search prominence.
%
%
%
%
%
%
Please enter valid Google Ads data. Clicks cannot exceed impressions and percentages must be between 0 and 100.
Your Google Ads Assessment
GOOGLE ADS HEALTH SCORE
0
OUT OF 100
Calculated from your account
YOUR CORE GOOGLE ADS METRICS
CTR
Clicks ÷ impressions
Average CPC
Cost ÷ clicks
Conversion rate
Conversions ÷ clicks
Cost / conversion
Cost ÷ conversions
Your real customer journey
FROM GOOGLE CLICK TO BUSINESS RESULT
Diagnostic scoring
WHERE THE ACCOUNT STANDS
Business-specific analysis
WHAT THIS MEANS FOR YOUR BUSINESS
What the numbers are telling us
KEY FINDINGS
Your biggest opportunity
Market Link Solutions
WANT US TO LOOK INSIDE THE ACTUAL ACCOUNT?
The calculator can identify where the numbers are breaking down. A proper audit lets us see why by reviewing search terms, keywords, bidding, conversion tracking, ads and landing pages.
Designed for Google Search campaigns. Industry references are contextual benchmarks, not guarantees. Business-outcome calculations depend on the accuracy of the figures entered. Search impression-share metrics are campaign-type specific.