Skip to main content
Book a free growth diagnostic

Free tool: ad waste estimator

Ad waste calculator for B2B paid media

Enter your monthly ad spend, the share with no opportunities and a number of months. You get the spend with no pipeline behind it, from your numbers only.

Book a free growth diagnosticStart the estimate
  • About two minutes
  • No preset figures
  • Numbers stay in your browser

At a glance

What the estimator needs

Inputs
Monthly ad spend, the share with no opportunities, and months
Preset figures
None for spend or the share: you enter both
Result
Spend with no pipeline behind it, in your currency
Your numbers
Stay in this browser tab. Nothing you enter is stored or sent.

The estimator

Enter your own numbers

Type or slide each value. Months starts at 12 and can be changed. The result shows once spend and the share are both entered.

Ad waste estimator

How much spend never reaches pipeline?

Enter your monthly spend and your percentage to see the result.

A calculator, not a benchmark: the result only reflects the numbers you enter. Nothing is stored.

Your result

How to read the number

The result is spend that produced no opportunities in your CRM. Treat it as a figure to check, not a loss to write off.

What it is

Monthly spend times your percentage times the months. If your percentage came from your CRM, it is close to the spend that reached no qualified buyer.

What it is not

A benchmark or a forecast. No industry figure is built in, and some of that spend may still help in ways a CRM does not record, such as later brand searches.

What to do next

Start with the campaigns behind the number: search terms, audiences and placements first, then the form and follow-up after the click.

Method

How to find your percentage

The percentage is the one number you have to work out. With spend by campaign and a CRM that records the source campaign, it takes a few minutes.

  1. Export spend by campaign for the last 90 days from each ad platform, or a longer window if your sales cycle is longer.
  2. In your CRM, count the opportunities created from each campaign in the same window, by campaign ID or UTM campaign.
  3. Add up the spend of the campaigns with no opportunities and divide it by your total spend. That share is your percentage.
  4. For paid search, the search terms report shows the actual searches that triggered your ads, a good first place to look for spend with no buyers behind it.
  5. No link between your ads and your CRM yet? Enter your best estimate, then check it against real data in the free diagnostic.

How the estimate works

The estimate is monthly spend multiplied by your percentage and by the number of months. Nothing else goes into it: no preset spend, no default percentage and no industry average.

Your numbers never leave the page. If you allowed analytics, we count that the estimator was used, never the numbers. The free growth diagnostic replaces the estimate with the real figure from your accounts, read-only and only if you choose.

Sources

  1. About the search terms report, Google Ads Help

FAQ

Questions about the ad waste estimator

Anything else? Ask it on the diagnostic call, or write to [email protected]. We reply within one business day.

A general figure says nothing about your account, and a preset number would look like a result. The estimate only uses the numbers you enter.

Find the real number in your accounts

A 30-minute call, then your top 3 findings and a 30-day fix plan in writing within 2 business days.

Book a free growth diagnostic

No pitch and no commitment. You keep the findings.