PPC Performance | Predict Digital Ad Results

"What Kind of Paid Ad Results Can I Expect?"

This is a question our clients and sales prospects ask us on a regular basis.

I like to think I've been developing a better answer as I approach doing digital marketing professional for a decade now.

Here is what I have for today's answer (which I hope is better than yesterday's but not as good as tomorrow's):

Use this calculator I made to project different ad performance possibilities

from Pessimistic to Fair to Optimistic based on historical data and industry benchmarks.

Fill in the blue cells and the others should calculate accordingly.

Marketing budget ROI estimation table with assumptions

What are Normal PPC and Paid Social Media Ad Benchmark Numbers?

Here are the normal ranges that I've seen in hundreds of client accounts over 9+ years:

Cost Per Thousand Impressions (CPM): $10-25
Cost Per Click (CPC): $0.75 - $5 or more (depending on the channel and targeting)
Conversion Rate: 0.1% - 4%

Table showing pessimistic marketing budget and conversion metrics.

Table of optimistic digital marketing budget projections.

Calculate How Many Paid Ad Conversions You Can Expect

Try the Calculator for Yourself

Note: you'll need a Google / Gmail account so you can make a copy as below under "File > Make a copy."

Marketing budget scenarios table comparing pessimistic, fair, optimistic.

Will My Online Ads Be Profitable?

In order to calculate this, you need to know the Average Order Value (AOV) of what you're selling and ideally your gross margins on those sales.

Here's a video I created about this (below) and here are another set of tabs in the calculator to help calculate acceptable Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS).

Table comparing target and actual CPA calculations.

Let me know what you think of the PPC Performance Calculator!

FAQs About PPC Performance

What is PPC performance and why does it matter?

PPC performance refers to how effectively your pay-per-click campaigns achieve business goals like conversions, revenue, and ROAS. Strong performance means your targeting, bids, creatives, and landing pages work together to acquire customers efficiently, lowering CPA while maintaining or increasing volume.

How do I forecast PPC performance accurately?

Build forecasts using historical data, leading indicators (CTR, CVR, CPC), and seasonality. Use scenario ranges with assumptions for spend, impression share, and conversion rates, then model outcomes for CPA, ROAS, and revenue to set realistic expectations.

Which metrics are most important to track?

Focus on a balanced set: CTR for intent and ad quality, CPC for cost control, CVR for funnel efficiency, CPA for acquisition cost, ROAS for profitability, and LTV for long-term value. Monitor impression share and Quality Score to diagnose scale and efficiency limits.

How can I improve Quality Score quickly?

Tighten keyword-to-ad-to-landing-page relevance by using single-theme ad groups, mirrored messaging, and fast, intent-matched pages. Improve expected CTR with clear value props, strong calls to action, and ad extensions that match searcher intent.

What are the best ways to lower CPA without killing volume?

Increase conversion rate with better offers, faster pages, and simplified forms; improve match types and negatives to cut waste; and shift budget to high-intent queries and top-performing audiences. Test bidding strategies with target CPA/ROAS while protecting top converters.

How do I choose the right bidding strategy?

Align strategy with your data maturity and goals. Manual CPC suits early learning; maximize conversions works when budgets are constrained; target CPA/ROAS perform best with stable conversion data and clear profitability thresholds.

How do I set realistic budgets for PPC?

Start from bottom-up projections: estimated clicks from impression share and CTR, expected CVR, and target CPA/ROAS. Layer seasonality and testing allocation, then reserve 10–20% of spend for experiments that could unlock step-change gains.

What role do landing pages play in PPC success?

Landing pages translate intent into action. Match the query with message and offer, ensure sub-2s load times, reduce friction, highlight social proof, and use clear, singular CTAs to boost conversion rate and overall campaign efficiency.

How should I structure campaigns and keywords?

Use intent-based themes, split branded vs. non-branded, and segment by match type or funnel stage where helpful. Keep ad groups tight, leverage SKAG-lite structures, and maintain a robust negative keyword system to preserve relevance.

How do I communicate PPC results to stakeholders?

Report with clarity on objectives, outcomes, and drivers: show trends for spend, conversions, CPA, ROAS, and LTV, explain what changed (bids, creatives, audiences), and tie actions to impact. Include a forward plan with test roadmaps and forecast ranges to build confidence.

Posted in Marketing, Search Engine Marketing (SEM)

Eagan Heath

About the author

Eagan Heath is a co-founder and Partner at Asymmetric Marketing – a unique agency specializing in building high-performing sales and marketing systems, campaigns, processes, and strategies for small businesses. Asymmetric has extensive experience working with local, ecommerce, and B2B companies.

If you'd like to discuss the challenges you're having and how we could potentially help, you can email Eagan at eagan.heath@asymmetric.pro or book a time with him here.

PPC Performance: Predicting How Your Ads Will Do