Media Econometrics & Calculators
/Search & Performance Max
Plan your Google Ads budget with auction-calibrated math. Calculate how Quality Score improvements lower your effective CPC and how much Search Impression Share your budget can capture.
Google Ads Engine
Adjust financial targets, click costs, and conversion assumptions to generate an executive performance forecast and branded PDF report.
Sets baseline Search CPC, click-through rates, and average Quality Score benchmarks.
$1.16
2.69%
2.81%
6.2/10
Calculate your unit economics safeguards in 5 seconds before running full multi-channel simulations.
Gross Margin = (Sale Price - Product COGS - Packaging - Processing Fees) / Sale Price
Real stacked mathematical formulas formatted as vertical fractions (numerator / denominator), exactly as presented in economic and media buying textbooks.
Google uses a generalized second-price auction. You do not pay your maximum bid; you pay only the minimum required to maintain rank above the advertiser immediately beneath you, divided by your Quality Score.
If the competitor below you has Ad Rank 30, and your Quality Score is 10/10, your Actual CPC is ($30 / 10) + $0.01 = $3.01. If your Quality Score drops to 5/10, your CPC surges to ($30 / 5) + $0.01 = $6.01 for the exact same position.
Ad Rank determines your ad position on the Google search results page. Higher Quality Scores allow you to outrank higher-bidding competitors while paying less per click.
Advertiser A bids $2.00 with QS 10 -> Ad Rank = 20. Advertiser B bids $4.00 with QS 4 -> Ad Rank = 16. Advertiser A ranks #1 despite bidding half as much.
The percentage of available market queries your ads showed up for. Uncaptured volume is lost either to daily budget exhaustion (Lost IS Budget) or poor Ad Rank (Lost IS Rank).
If there are 50,000 monthly searches for your keywords and your ads appeared 22,500 times, your Search Impression Share is 45%.
The acquisition cost for a completed lead or purchase. CPA is mathematically driven by the ratio between click price and checkout conversion efficiency.
At $2.50 CPC and a 2.5% Conversion Rate, CPA = $2.50 / 0.025 = $100.00 per customer.
Essential advertising terminology decoded for business owners, media buyers, and growth directors.
Google’s 1–10 diagnostic score reflecting Expected CTR, Ad Relevance, and Landing Page Experience compared to competitors.
The percentage of eligible auctions missed because your daily spend cap ran out too early in the day.
The percentage of auctions missed because your bids or Quality Scores were too low to qualify for top-of-page placements.
Keywords enclosed in brackets that trigger ads only for searches with identical meaning or tight intent.
Keywords in quotes that match searches containing the core meaning, allowing surrounding contextual queries.
Google’s automated cross-channel campaign type that allocates budget across Search, Shopping, YouTube, Maps, and Display.
Common algorithmic questions, unit economic rules, and media planning guidelines.
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