Google Ads Wasted Spend Calculator
Estimate avoidable spend across irrelevant queries, conversion noise and branded-demand overlap without double-counting the same dollar.
Treat this as an audit prioritisation model, not a refund claim. Query waste, conversion noise and brand overlap can affect the same spend, so the calculator combines them sequentially to avoid simple double-counting.
Your working result
$6,536estimated avoidable spend per month- Combined exposure
- 33%
- Spend retained
- $13,464
Planning model, not a performance guarantee. Replace every input with CRM and account evidence before changing spend.
Ask Thomas to validate the model →Methodology
The formula behind the result
Avoidable spend = spend × [1 − (1 − query leak) × (1 − conversion noise) × (1 − brand overlap)].
Application checklist
Turn the output into a decision
- 01Use the Search terms report to classify irrelevant intent.
- 02Audit primary conversion actions and duplicated events.
- 03Inspect PMax brand exposure and new-customer mix.
- 04Validate one control at a time against total-account outcomes.
Practical questions
Before you use the result
Is all branded spend wasted?
No. Brand activity can defend demand and support measurement. The risk is misclassifying captured demand as incremental acquisition.
Should I pause the affected campaigns?
Usually not immediately. Isolate the leak, change one control and evaluate the total account over a valid window.
Can this prove incrementality?
No. It identifies where to investigate. Incrementality requires controlled tests or lift measurement.
Primary documentation: Google Ads brand exclusions guidance ↗