Ad Waste Estimator
Four questions about how the account is built, not how it is performing. Each fault has a cost you can put a number against.
How the account is set up
Enter your monthly spend and answer the questions on the left. The estimate updates as you go.
How this number was arrived at
The point of the range is the decision, not the precision. If the bottom of it is worth more than a day of somebody's time, the fix pays for itself.
This is modelled from your answers to four structural questions. It is an estimate from your answers, not your accounts — nothing here has seen your campaigns, and the difference between a broad match campaign spending most of your budget and one spending five a day is most of the real answer.
The percentages come from our own client work, cross-checked against published benchmarks. Treat published figures with some suspicion: most of them are produced by agencies selling audits, so they skew high. Ours are at the conservative end of what we have actually seen.
The total is capped at 45%, because these factors overlap — the same wasted click is often a broad match query, in one of fifty campaigns, that nothing was measuring anyway. Summed raw they can exceed 100%, which is the arithmetic telling you they double-count rather than a real number.
Once you know roughly what is leaking, break-even ROAS tells you what the spend that remains has to earn back.
Four questions is not an audit
The Version That Looks At The Whole System
This models waste from four answers about your ad account. The Growth Audit is four minutes and covers tracking, retention and what to fix first — still free, and it ends with a plan rather than a call.