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I had a call with a prospective client earlier about doing some Google Ads work for them and their clients and I was asked questions that I get asked all the time.

“What can we expect to get with this budget?”

“What will our cost per lead be?”

“What will our cost per click be?”

And, I gave the usual answer “well, that’s a simple question but a complex answer, it’s going to depend on…”

My answer was 100% true, but that doesn’t mean it’s not an awful answer. It doesn’t help anyone make any real decisions and I felt “dirty” for hours after that call.

I needed a better way to answer these questions while also showing the complexity of the answer, without making it sound like a bunch of confusing math – which it is.

So, I did what I do best. Created a spreadsheet.

This sheet takes a couple of inputs about the business and displays everything from estimated Cost Per Clicks to estimated ROI.

This sheet will show you what kind of ROAS, ROI, client volume, lead volume, CPA, and CPC you can expect when factoring in conversion rate, cost per click, budget, sales data, and agency fees.

You can see just how much of a difference quality score and conversion rates make and can be the difference in losing $1,250 a month and making an extra $115,000 a month.

Love the sheet? Share it with your friends.

Hate it? Share it with your enemies.

Jarod Spiewak

Founder and lead strategist @ Comet Fuel. Not nearly as funny as he thinks he is, a little too obsessed with his cat.

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