Cost per signed customer: the figure Google Ads does not give you
A campaign at £12 per conversion can cost £600 per signed customer, another at £40 per conversion under £200. Only tracking through to the signature tells them apart.
How do you calculate the cost per signed customer of a Google Ads campaign?
Divide the campaign’s spend by the number of customers it actually signed over the same period. For that, each contact must keep its source campaign in your CRM, and each won deal must be marked there. Conversions reported by Google are not enough: they count calls and forms, not contracts.
Why cost per conversion misleads
A Google Ads conversion is an action: a call over thirty seconds, a form sent, sometimes a badly set page visit. Two campaigns at the same cost per conversion can bring very different contacts: one serious quote requests, the other window-shoppers.
What to keep, contact by contact
Three pieces of information are enough, as long as they are never lost:
- The source campaign — set when the contact arrives, by the call line or the form.
- The outcome — won or lost, and the date.
- The signed amount — in its currency, with no silent conversion.
Never spread anything pro rata
A contact whose campaign is unknown is tempting to “spread” across the known campaigns. It is the best way to flatter a campaign that did nothing. SaveAds files it in an “unknown source” line, shown separately, and you see its size.
Frequently asked questions
How long should I wait before judging a campaign on signed customers?
- At least the length of your sales cycle. A quote signed in six weeks is not judged on ten days of spend.
Should I send signed sales back into Google Ads?
- It helps bidding, but it is not required to measure: the CRM already computes the cost per signed customer on its side.
Measure your cost per signed customer
The SaveAds CRM does the matching for you, with the Business plan.