CPC / CPM Bidding Estimator

Enter spend, impressions, clicks and conversions — get CTR, CPC, CPM, CPA and revenue-per-dollar.

Ad spend ($)

Impressions

Clicks

Conversions

Avg order value ($)

Metrics

Values

Core Paid Media Formulas

CTR = Clicks ÷ Impressions × 100
CPC = Spend ÷ Clicks
CPM = Spend ÷ Impressions × 1000
CPA = Spend ÷ Conversions
ROAS = (Conversions × AOV) ÷ Spend

Benchmarks by Channel

Channel	Typical CTR	Typical CPC
Google Search	2–5%	$1–$3
Google Display	0.3–0.7%	$0.50–$1.50
Facebook feed	1–2%	$0.50–$2
LinkedIn feed	0.4–0.8%	$4–$12
TikTok feed	0.8–1.5%	$0.40–$1.20

Diagnostic Use

High impressions, low CTR — Creative/audience mismatch. Refresh creatives.
High CTR, high CPC — Bidding competition. Improve ad rank via quality score.
High CPC, low CPA — Fine — the funnel converts. Scale spend.
Low CPC, high CPA — Landing page problem, not ad problem.

What NOT to Optimise For

Do not chase low CPC. Cheap clicks that don't convert are expensive clicks in disguise. Optimise for CPA or ROAS, not CPC.

Bidding FAQ

What's a good CTR?

Varies by channel. Google Search: 2–5%. Facebook: 1–2%. LinkedIn: 0.4–0.8%. Benchmark against your own historical data first.

Should I optimise for CPM or CPC?

Neither — optimise for CPA or ROAS. CPM and CPC are leading indicators, but a cheap CPC that doesn't convert is worse than an expensive one that does.

Why is CPM rising?

Increased competition, privacy changes reducing targeting precision, or holiday/seasonal auction pressure. 30–50% CPM increases over the last 3 years are industry-wide.

What's a healthy CPA?

Anything below your break-even CPA. Break-even = revenue per conversion × margin. Below that is profitable; below by 20%+ is a scaling signal.