Google Ads ROI Calculator

Find Out How Much Your
Google Ads Are
Really Costing You

Enter your details below. We'll calculate your estimated monthly revenue loss from a slow landing page and slow lead follow-up — based on Google's own benchmarks.

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Your Details

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Your Estimate

Step 1 of 3

Tell us about your Google Ads

Monthly Google Ads Spend (£)

Your Industry

Average Job or Project Value (£)

We've pre-filled an industry average — adjust if yours differs.

Your Current Mobile PageSpeed Score (0–100)

How to check your score:

① Go to Google PageSpeed ↗
② Enter your website URL and click Analyze
③ Scroll down to the Mobile score — use that number here

How quickly do you typically respond to new enquiries?

Your Estimate

Here's what your Google Ads are really costing you

Based on your inputs and verified industry benchmarks. These are estimates.

Monthly Loss

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Slow Landing Page

Based on Google/Deloitte benchmark data

Monthly Loss

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Slow Lead Response

Based on MIT & Harvard Business Review research

Annual Revenue at Risk

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Combined Impact

Page speed and lead response combined

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Why this happens

The research says

People click away from slow websites — fast.

Google's research shows pages that take just 3 seconds to load have a 32% higher bounce rate than pages that load in 1 second. At a score below 50, you're losing more than a third of the enquiries your budget is paying for — they're gone before they've even read your headline. A well-optimised site (score 95+) converts far more of the same traffic, at no extra ad spend.

When someone sends an enquiry, they're talking to 3–5 competitors at the same time.

MIT researchers tracked 15,000 leads and found that responding within 5 minutes makes you 21× more likely to qualify a lead than waiting 30 minutes. Within an hour, that drops to 71× less likely. Every minute you wait, the odds tip toward whoever picked up first. The businesses winning on Google Ads are the ones with the fastest follow-up — not the biggest budgets.

Read the full research and methodology ↓

Sources & Methodology

How we calculated this

Results are illustrative estimates based on published industry benchmarks and are not a guarantee of actual revenue impact. Individual results will vary depending on your market, competition, and implementation.

Every figure in this calculator is derived from published research. The numbers below explain the benchmarks we use and where they come from. All Google Ads CVR/CPC data is US-market; used as a directional proxy for UK campaigns. Job values are UK 2025 averages.

The 2020 Google/Deloitte study found that a 0.1-second improvement in mobile load speed increased conversions by up to 8% for retail sites. We use this relationship to map PageSpeed scores to conversion rate multipliers: a score of 95+ is the baseline (1.0×); scores below 30 carry a 70% CVR reduction. Intermediate bands (30–50, 50–70, 70–90) are scaled proportionally from Portent's 2022 site-speed research. View source ↗

Google's 2017 research (with SOASTA) showed that pages taking 3 seconds to load have a 32% higher bounce rate than pages loading in 1 second; 5 seconds = 90% higher. This underpins why PageSpeed score directly impacts effective traffic (clicks that remain on the page long enough to convert). View source ↗

The MIT/InsideSales study analysed 15,000 leads across six companies and found that responding within 5 minutes vs. 30 minutes makes you 21× more likely to qualify a lead. Responding within 5 minutes vs. 1 hour makes you ~71× more likely. These ratios are used to calculate the qualify-rate multiplier for each response time option. View source ↗

The HBR study of 2,241 US companies found that firms responding to web-generated leads within an hour were 7× more likely to have meaningful conversations than those waiting longer than an hour — and 60× more likely than those waiting 24+ hours. The "next day or longer" multiplier in this calculator uses this 60× degradation (0.002 qualify rate vs. 1.0 baseline at 5 minutes). View source ↗

Industry CVRs and CPCs are sourced from WordStream's 2026 Google Ads benchmarks and CallRail's 2026 industry data. US dollar figures are converted to GBP at a conservative proxy rate and adjusted for UK market conditions. These are directional benchmarks — your actual CVR and CPC may differ. The calculator estimates the revenue impact of your current score relative to an optimised baseline, not absolute conversion volumes. View source ↗

Find Out How Much Your Google Ads Are Really Costing You