Work out the rate you need
Conversion rate is conversions divided by clicks. Turn that around, and you can find the rate your budget needs.
- Cost per clickAverage click price from your account.
- Target cost per leadWhat a lead is worth to you.
- DivideClick price divided by target lead cost.
- CompareCheck your real rate against the target.
If clicks cost $12 and you can pay $100 per lead, you need a 12% conversion rate. At 6%, each lead costs $200.
Why averages mislead
Published averages mix different services, offers and tracking setups. An account that counts page views as conversions shows a high rate that means nothing. A strict account that counts only booked jobs shows a low rate that may be excellent.
What moves the rate
- A landing page about the searched service
- A clear offer, like a free estimate
- A short form and a tap-to-call button
- Tighter keywords that bring buyers, not researchers
- Pages that load quickly on phones
Check the rate is real
Before you celebrate a high rate, check what counts as a conversion. Duplicate tags, spam forms and soft actions can double the rate overnight without one new customer.
Good example. A pest control company lifts its rate from 7% to 11% by adding a call button and a same-week offer. Cost per lead drops by a third.
Bad example. A company's rate jumps to 30% after a site update. A duplicated tag counts every form twice.
Our PPC management works on conversion rate through pages and offers, not just bids.