Search campaigns
Keywords, search terms, match behaviour, cost per conversion, impression share and wasted-query opportunities.
Google Ads analysis
Understand what people searched for before your advertising budget was spent.
See campaigns, keywords, search terms, Shopping and Performance Max results without treating Google Ads as though it works like Meta Ads.
Demand capture in plain English
Google often appears when someone is already looking. The quality of that search matters.
A click can be expensive and still useful if the search shows strong intent. A cheap click can waste money if it is unrelated to what the business sells.
Search“emergency commercial boiler repair Bristol”Strong and specific intent
→Advert click£8.40Expensive, but potentially valuable
→Tracked enquiry1 qualified leadCommercial value depends on lead quality
What AdSpend Lens analyses
Different views for different Google campaign types.
Shopping campaigns
Product groups, spend, conversion value, return and whether products consuming budget are producing tracked sales.
Performance Max
Asset groups and available reporting, with clear warnings about limitations in visibility and attribution.
Display campaigns
Reach, clicks and conversions assessed in the context of awareness, remarketing or acquisition objectives.
Search-term transparency
See the words that triggered the spend.
What someone searchedSpentTracked resultPlain-English view
raw dog food delivery£18412 purchasesRelevant and converting
dog food jobs near me£960 purchasesLikely unrelated intent
best puppy food£1423 purchasesRelevant but expensive
free dog food samples£880 purchasesReview as a negative keyword
Questions Google Ads should answer
More than clicks and average cost per click.
Which searches wasted budget?
Identify irrelevant or low-intent search terms with the spend and tracked result beside them.
How much is brand traffic?
Separate people already searching for the business from people discovering it through non-brand terms.
Is budget really the restriction?
Distinguish lost visibility caused by budget from visibility lost because of rank or relevance.
Are conversions meaningful?
Flag calls, forms or micro-actions that may be counted as primary results without representing a qualified lead or sale.
Are clicks becoming more expensive?
Show where CPC is rising and whether conversion rate or lead value compensates for it.
Is there enough data?
Protect small campaigns from conclusions based on a handful of clicks or one conversion.
Related Google Ads guidance
Understand demand, spend and tracking.
Independent advertising visibility
View the product demoSee what people searched for—and whether it was worth paying for.
AdSpend Lens turns Google Ads activity into a clear view of intent, waste, tracking quality and commercial performance.