Free tool

What is a real lead costing you?

Your ad platform reports a cost per conversion. Your phone log and inbox know the truth. Put both in and see the gap.

Pre-filled with the Edmonton contractor's real numbers (Apr to Sep 2026, CA$). Replace them with yours. Nothing is sent anywhere.

Reported cost per lead

14.79

Real cost per lead

33.56

316 of the reported conversions (56%) weren't leads. If they're set as goals, that's what the AI bidding is learning to find more of.

Find out what yours are

Where to find your real number

  • Calls: your call tracking or phone provider, counting calls over about a minute.
  • Forms: your inbox or CRM, minus spam and duplicates.
  • Bookings: your booking system, filtered to new patients or new jobs.
  • In Google Ads, segment the campaigns table by conversion action to see what each "conversion" actually is.

60-second check

Is your account counting real leads?

Six questions I ask on every audit. Answer what you know. Nothing is sent anywhere.

  1. 1. Do you know what a lead from your ads costs, from your own records?

    Your phone log or CRM, not just the number Google shows you.

  2. 2. Are clicks on your phone number counted as conversions?

    A click on a number is not a call. Many accounts count it anyway.

  3. 3. Are page views, button clicks or “store visits” set as primary conversions?

    Whatever is primary is what Google's AI goes looking for.

  4. 4. Does someone read your search terms report at least once a month?

    It shows the searches you actually paid for.

  5. 5. Are calls tracked with a forwarding number and a minimum length?

    So a 4-second wrong number doesn't count as a lead.

  6. 6. Does Google ever hear which leads became paying customers?

    Even a monthly upload from a spreadsheet makes the bidding smarter.

0 of 6 answered