Return on Ad Spend

Cost per acquisition measures the average amount spent on Google Ads to acquire one conversion. It combines click costs and conversion rates into a single efficiency metric that represents the true cost of each customer action generated through paid search.

Conversion rate measures the percentage of Google Ads clicks that result in a defined conversion action - such as a purchase, signup, form submission, or phone call. It quantifies how effectively your ads and landing pages turn paid traffic into measurable business outcomes.

Customer lifetime value from ads measures the total revenue generated over the full customer relationship for customers acquired through Google Ads. It connects upfront acquisition costs to long-term value, providing a complete picture of paid search ROI beyond initial conversion.

Budget allocation analysis evaluates how Google Ads spend is distributed across campaigns, ad groups, and audience segments, and how that distribution relates to conversion volume and return on ad spend. It identifies over-invested and under-invested areas to optimise overall portfolio performance.

Cost per click measures the average amount paid for each click on a Google Ads advertisement. It reflects the competitive intensity of the keywords and audiences you target, the quality of your ads, and the effectiveness of your bidding strategy.