Work out what each lead from your ads cost

#Where to read it

On the Google Ads tab, the Cost/conv column shows what each conversion cost, campaign by campaign. Click a campaign row for its Cost / conversion with its spend and conversions.

Where your Google Ads conversions are leads, such as a form submission or a call, cost per conversion is your cost per lead.

#How it is worked out

Cost per conversion is the spend divided by the conversions over the same window. Across campaigns it is worked from the totals, not averaged campaign by campaign, so a big campaign counts by its weight.

Conversions are what Google counted. If Google is not counting a conversion that happened, cost per conversion reads higher than it really was.

#Check it against your real leads

The Leads tab holds what your forms and calls actually sent, and where your site captures click ids it marks which leads came from a paid click. Read the two side by side.

Every morning at 7:20 Eastern, the lead check compares your paid leads with the conversions Google Ads recorded. If leads arrived from paid clicks and Google Ads recorded none, it says Needs a look under Paid leads against Google Ads.

#Campaigns that cost too much

On a self-serve account, the Watching your ads card flags a campaign that costs more than twice the account's cost per conversion, and a campaign that spent with no conversions while the rest of the account converts.

#Meta and ChatGPT ads

The ChatGPT Ads tab has its own Cost per conversion tile and column, from the conversions ChatGPT Ads records. The Meta Ads tab shows spend beside Leads and purchases for the last 30 days and per campaign.