Six numbers off your own account. No invented coefficients and no "unmanaged broad match wastes 43% of spend" — we show you arithmetic on your figures and separate what we can stand behind from what merely deserves a look.
Spend on non-converting clicks is just CPC × clicks that produced nothing. It is exact. It is also not all recoverable — no account converts every click — but it is the pool your negative keywords and landing-page work come out of, and it is the honest denominator for "how much room is there".
Branded spend may or may not be waste — it depends entirely on whether competitors bid on your name and how much of that traffic you would keep organically. The only way to know is a controlled pause. Broad match without negatives is a real structural leak, but the share lost varies enormously by vertical. Both are shown separately and excluded from the headline.
Measured against your target, not an industry average. If you convert 2% and want 3%, the calculator values the extra conversions you would get from the clicks you are already buying. That is usually the largest single number on the page, and the one that has nothing to do with the ads.
It has no access to your account, so it cannot name the specific search terms burning money, spot a broken conversion tag, or see impression share lost to budget. Those need the account itself. This tells you whether it is worth opening.
Use the result to decide which campaigns to pause or restructure first, then see whether the economics hold with the LTV:CAC Calculator. Sending paid traffic to a weak page wastes the rest, so score the landing page with the Landing Page Friction Score. Our services and pricing page shows how we can help.