PPC Audit Calculator for Wasted Spend and Campaign Health

    How to Calculate Wasted Spend and Campaign Health with the PPC Audit Calculator

    Audit PPC campaign efficiency using quality score, impression share, wasted spend, conversions, and account health. Prioritize the highest-value fixes.

    Formula

    Audit impact combines entered spend, efficiency gaps, and explicitly weighted health factors

    How to use the result

    Rank findings by recoverable profit and confidence; make every composite score weight visible.

    A health score is a diagnostic model, not a platform-issued quality metric. Inputs and calculations stay in this browser.

    Analyze your Google and Meta ads performance with quality score impact, impression share, and wasted spend metrics.

    Quality Score Impact Calculator

    See how improving your Quality Score affects CPC and costs.

    Quality Score Components:

    Expected CTR • Ad Relevance • Landing Page Experience

    Impression Share Analysis

    Calculate your impression share and lost opportunity.

    Wasted Spend Calculator

    Identify how much of your budget goes to irrelevant clicks.

    From search terms report

    Reduce wasted spend by:

    Adding negative keywords • Using exact match • Reviewing search terms weekly

    Campaign Health Score

    Get an overall health grade for your PPC campaigns.

    PPC Benchmarks by Industry

    Avg CTR

    3-5%

    Avg Conv Rate

    2-5%

    Good QS

    7+

    Target IS

    70%+

    How to use the PPC Audit Calculator

    Use this tool as a quick health check for paid search campaigns. It focuses on four areas that commonly drive performance: quality score fundamentals, impression share constraints, wasted spend from irrelevant clicks, and an overall health score with action items.

    Quality Score

    1. Enter your average Quality Score (or a representative sample from key keywords).
    2. Calculate to see how quality score impacts expected CPC and efficiency.
    3. Use the output to prioritize landing page relevance, ad copy alignment, and keyword-to-ad group structure.

    Impression Share

    1. Enter your current Impression Share and any lost share values you track.
    2. Calculate to estimate how much scale you are missing.
    3. Use the result to decide whether to increase budget, improve rank (quality score), or narrow targeting.

    Wasted Spend

    1. Use your search terms report to estimate Irrelevant Clicks over the same period as spend/clicks.
    2. Enter Total Spend, Total Clicks, and irrelevant clicks, then calculate wasted spend.
    3. Apply fixes: add negatives, tighten match types, and separate intent into different ad groups.

    Health Score

    1. Enter baseline metrics such as CTR, Conversion Rate, Quality Score, and Impression Share.
    2. Calculate to get a letter grade and a list of recommendations.
    3. Turn recommendations into a weekly audit checklist, then measure improvement month-over-month.

    Audit cadence tips

    • Review search terms and negatives weekly for high-spend campaigns.
    • Separate brand and non-brand performance to avoid misleading averages.
    • Always pair CTR improvements with conversion rate; higher CTR is not always better traffic.