Search campaigns
Keywords, actual search terms, match behaviour, cost per conversion, impression share and irrelevant-query opportunities.
Google Ads analysis
See what people searched for before your budget was spent.
AdSpend Lens explains campaigns, keywords, search terms, Shopping and Performance Max without pretending Google Ads works like Meta Ads.
Search termraw dog food delivery
Spent£184
Tracked purchases12
Cost per purchase£15.33
Relevant and converting
The search closely matches the product and has generated tracked purchases.
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 when the search is unrelated to what the business sells.
What someone searched“emergency commercial boiler repair Bristol”Strong, specific intent
→Advert click£8.40Expensive, but potentially valuable
→Tracked enquiry1 qualified leadCommercial value depends on lead quality
Different Google campaign types
Each needs a different beginner-friendly view.
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 where visibility and attribution are limited.
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.
Keywords are what the advertiser chose. Search terms are what the person actually typed. That distinction is essential when looking for wasted spend.
What someone searchedSpentTracked resultPlain-English view
raw dog food delivery£18412 purchasesRelevant and converting
dog food jobs near me£960 purchasesLikely irrelevant
best puppy food£1423 purchasesRelevant, but expensive
free dog food samples£810 purchasesReview as negative keyword
Brand versus non-brand
Searching for your name is different from discovering your business.
Brand traffic can convert very efficiently because the person already knows the company. Non-brand traffic often costs more but may represent genuinely new demand. A blended result can hide that difference.
Meta Ads versus Google Ads →People already searched for the business name.
People searched for the category or problem.
Blended result: £14.20 · context needed
What needs attention
Budget, rank, click cost and tracking all affect the picture.
Lost visibility because budget ran out
Ask whether increasing spend would still meet the commercial target rather than assuming more visibility is always better.
Lost visibility because adverts ranked poorly
Review quality, relevance, landing pages and bidding rather than treating the problem as purely budget.
Expensive traffic without strong intent
Compare cost with the actual search and tracked result before deciding whether a click is too expensive.
Conversions that may not represent real business outcomes
Check which actions are primary, whether values are present and whether calls or leads are genuinely useful.
Related Google Ads guidance
Understand the search before judging the click.
Independent advertising visibility
View the product demoSee which searches captured useful demand—and which consumed budget without a meaningful result.
AdSpend Lens turns Google Ads reporting into a clear account view for the business owner paying for every click.