How much of your ad budget is
landing page waste?
Most advertisers focus on lowering CPC — but your landing page conversion rate has 3× the impact on ROI. Enter 3 numbers and see exactly what's leaking.
Source: WordStream, Unbounce Conversion Benchmark Report.
Find this in Google Ads / Meta Ads Manager.
Add this to see revenue impact, not just conversion count.
Fill in spend, CPC, and conversion rate to see results.
The 6 landing page problems eating your ad budget.
After auditing landing pages across Google, Meta, and LinkedIn campaigns, these are the issues we find most often — and they're all fixable without changing your ad spend.
Ad–page message mismatch
Your ad copy sets an expectation. If the landing page doesn't immediately deliver on it, bounce rates skyrocket. This single issue accounts for up to 40% of wasted paid traffic.
Overly long or complex forms
Every extra field reduces form completion by ~10%. Most landing pages ask for company size, job title, and phone number before a visitor has decided they're interested.
Poor mobile optimisation
Over 60% of paid traffic arrives on mobile. If CTAs are hard to tap, forms are hard to fill, or the page is slow to load — you're losing the majority of your clicks before they count.
Slow load speed
Every 1-second delay reduces conversion rate by approximately 7%. Paid landing pages are often the slowest pages on a site — loaded with tracking scripts, video embeds, and unoptimised images.
No social proof at the decision point
Logos, testimonials, and review counts placed near your CTA consistently increase conversions. Most landing pages bury social proof at the bottom — after the conversion decision has already been made.
Weak or generic CTA copy
"Learn more" and "Get started" are the lowest-performing CTA labels. Specific, outcome-led CTAs — "Get my free audit", "See pricing for my team" — consistently outperform by 30–90%.
How we calculate your wasted budget
Conservative improvement benchmarks from Baymard Institute, Nielsen Norman Group, and WordStream's Conversion Benchmark Report — applied to your specific CR tier, not a generic average.
Monthly spend ÷ cost per click = the number of visitors your budget is buying each month. This is your pool of potential conversions.
We compare your current CR against Nielsen Norman Group, Baymard Institute, and WordStream benchmarks to determine a conservative, achievable improvement rate for your tier.
The difference in conversions at your current CR vs. an optimised CR — applied to your revenue per conversion — shows the dollar value locked inside your existing ad budget.
Common questions
What is a good landing page conversion rate?
The Google Search Ads average is 3–5%, with top performers reaching 11%+. Facebook/Instagram averages 2–4%, LinkedIn 1–3%. If your CR is below 1%, there are likely fundamental UX or message-match issues.
How do I find my landing page conversion rate?
In Google Ads, go to Campaigns → Columns → Conversions → Conv. rate. In Meta Ads Manager, look for Website Conversion Rate in your reporting columns. In Google Analytics, check the goal conversion rate for the specific landing page.
How much can landing page optimisation improve conversion rate?
Conservative benchmarks from Nielsen Norman Group and Baymard Institute show 15–120% CR improvements from targeted landing page work, depending on your starting point. Pages under 1% CR have the most room — often doubling with targeted UX fixes.
Is lowering CPC or improving CR more impactful?
Improving CR almost always has greater ROI. Halving your CPC requires negotiating with a platform. Doubling your CR is achievable with landing page improvements — and the gains compound: the same budget produces twice the conversions permanently.
Is this calculator free?
Yes — completely free. No account, no email, no credit card required.
The calculator shows the waste. We fix the page.
Our team audits your landing page, identifies the exact friction points killing your CR, and hands you a prioritised fix list — starting at $800.
No commitment · We'll scope it together