Marketing & Advertising
Search Advertising Scenario Comparison Calculator
Calculate and compare two paid-search scenarios without mixing their spend, CPC, conversion-rate, or revenue assumptions.
Scenario A estimated clicks-
Scenario B estimated clicks-
Scenario A estimated conversions-
Scenario B estimated conversions-
Scenario A attributed revenue-
Scenario B attributed revenue-
Scenario A gross contribution after ads-
Scenario B gross contribution after ads-
Scenario B minus A contribution-
Scenario B minus A conversions-
Decision view
Paid-search scenario dumbbell comparison
Paid-search scenario dumbbell comparisonEach row compares Scenario A and B on its own normalized scale while preserving the exact click, conversion, revenue, and contribution values.
Exact scenario comparisonScenario B average CPC changes while all other entered assumptions remain constant.
| Scenario B average CPC | Scenario A estimated clicks | Scenario B estimated clicks | Scenario A estimated conversions | Scenario B estimated conversions | Scenario A attributed revenue | Scenario B attributed revenue | Scenario A gross contribution after ads | Scenario B gross contribution after ads | Scenario B minus A contribution | Scenario B minus A conversions |
|---|
How to use Search Advertising Scenario Comparison Calculator
- Enter a complete set of assumptions for each scenario.
- Enter the gross margin on attributed revenue.
- Compare paired endpoints and incremental results.
Calculator guide
Understanding Search Advertising Scenario Comparison Calculator
Paid-search scenarios should be compared through the complete click, conversion, revenue, margin, and ad-spend chain.
Calculation method
How the calculation works
Calculate clicks, conversions, attributed revenue, and margin contribution separately for two complete paid-search scenarios. Divide spend by CPC for clicks, apply conversion rate, multiply by revenue per conversion, then subtract spend from gross-margin dollars.
Detailed calculation process
Compare two complete paid-search contribution paths
The default compares $25,000 at $2.40 CPC and 4.2% conversion with $30,000 at $2.10 CPC and 4.8% conversion, using a 58% gross margin.
General formula: Clicks_i = Spend_i/CPC_iConv_i = Clicks_i(c_i/100)Revenue_i = Conv_i v_iContribution_i = Revenue_i(m/100)-Spend_iDelta_Contribution = Contribution_B-Contribution_ADelta_Conv = Conv_B-Conv_A Each scenario is calculated independently. Revenue is converted to gross-margin dollars before advertising spend is deducted, so the final comparison is contribution rather than attributed revenue.
What each symbol means
Worked substitution with the default inputs
The default gives scenario B 248.214 more conversions and $28,453.57 more modeled gross contribution after ad spend.
Purpose-built visual
Paid-search scenario dumbbell comparison
Four paired rows compare clicks, conversions, revenue, and contribution while retaining each metric's own labeled scale.
Worked situations
Practical examples
- The default compares $25,000 at $2.40 CPC and 4.2% conversion with $30,000 at $2.10 CPC and 4.8% conversion, using a 58% gross margin.
- The default gives scenario B 248.214 more conversions and $28,453.57 more modeled gross contribution after ad spend.
Better inputs
Useful tips
- Change one input at a time and confirm both the result and visual move.
- Keep the units stated beside every field.
- Retain intermediate precision and round only the reported result.
Before relying on the result
Limitations and common mistakes
- Attribution is not proof of incrementality.
- Auction conditions, query mix, tracking loss, refunds, and offline sales are excluded.
- Operating costs beyond gross margin and ad spend are not modeled.
Reference
Key terms
- CPC
- Advertising spend divided by paid clicks.
- Attributed revenue
- Revenue credited to the modeled advertising conversions.
- Contribution
- Attributed gross profit less advertising spend.
Important note
Calculated from the entered campaign values. Validate attribution, incrementality, lag, margin, and observed source data before making decisions.
Frequently asked questions
Why compare contribution instead of revenue?
Revenue does not account for gross margin or ad spend.
Does scenario B guarantee better results?
No; it is conditional on the entered assumptions.
Is attribution incremental?
Not necessarily.
Can CPC and conversion rate change together?
Yes, and each scenario accepts both independently.