Campaign A
Lower cost per leadCost per lead£30
100 leads 20 qualified 5 customers
Google Search campaigns + your sales records.
See which
Google Ads bring
paying customers.
Connect ad spend to sales outcomes, uncover wasted-spend risks, and get three prioritised recommendations for what to change next.
£295 · one-off pilot
Data scientist-led Fit checked first
For agencies and service businesses ready to look beyond lead counts.
Use your existing dataNo automatic account changesNo new platform to buy
Follow the sale. Understand the cost. Plan the change.
From ad spend
to paying customers.
Wrangg connects your Search campaign data with recorded sales outcomes. See ad cost per customer, understand the gaps and decide which improvements to test.
Follow the outcome
Cheap leads can be
expensive customers.
A campaign with £30 leads can cost twice as much per customer as one with £60 leads. Until you connect the sales outcomes, the better-looking campaign may be getting the budget.
We trace spend through qualified enquiries and won business. Where you supply margins, we also look at contribution after ad spend.
See the numbers changeSame spend. Different outcome.Illustrative example · £3,000 per campaign
Campaign A£30per lead£600per customer
Campaign B£60per lead£300per customer
Look beyond the cost of an enquiry.
Fictional, fully matched records. Historical results do not predict the return from extra spend.
Find the friction
The wrong searches.
The wrong signals.
Are you paying for searches that don’t fit your business? Are your reported conversions measuring enquiries, customers or something else?
We review search-term relevance and your supplied conversion settings, flag negative-keyword candidates and show where measurement needs checking. Every suggestion comes with context.
Try the free search-terms checkerDoes this search fit the business?Illustrative review · emergency plumber
emergency plumber near meRelevant service enquiryRelevant
plumbing apprenticeshipsHiring intent · confirm business scopeReview
online plumbing courseTraining intent · check before excludingReview
Fictional illustration. Zero conversions alone do not make a search wasteful. Reported terms may not cover all searches.
Turn findings into next steps
Three priorities.
A reason for each.
You receive three prioritised recommendations: what to change, the evidence behind it and what still needs checking. That could mean a negative-keyword candidate, a conversion-measurement fix or a controlled budget test.
We check duplicate leads, missing links and sales delays before drawing conclusions. Your proposed test includes a success measure and review point. Your team stays in control of implementation.
Check what data you needIllustrative reconciliation
Start with the evidence.
Leads linked to outcomes150 / 150Unknown outcomes0
Real accounts may have gaps. We show them.
A finding to investigate. A test before scaling.
A preview of the thinking you’re buying.
150 leads.
Two very different stories.
Explore a fictional account from lead cost to customer value.
Then see which changes deserve investigation.
Illustrative report · Fictional data · GBP
Example account · 90-day lead cohort
At £30 a lead, Campaign A looks cheaper.
Both spent £3,000. Campaign A generated twice as many leads. A lead-cost report would favour A, before you know what happened to those enquiries.
Campaign B
Cost per lead£60
50 leads 25 qualified 10 customers
Lower is better for this metric. Lead volume alone does not establish customer value.
| Campaign | Ad spend | Leads | Cost per lead |
|---|---|---|---|
| Campaign A | £3,000 | 100 | £30 |
| Campaign B | £3,000 | 50 | £60 |
The sample’s boundaries. All figures are in GBP. All 150 fictional lead outcomes are known in this mature 90-day cohort. Real reports surface unmatched leads and unresolved outcomes. Contribution assumes £800 per customer before ads and excludes the pilot fee and fixed overhead. It is not net profit.
Sources, assumptions and what this cannot prove
The example joins invented Google Ads spend with invented CRM outcomes. Supporting search terms, the emergency plumbing service scope and conversion settings are also fictional. The two terms’ £300 cost is part of Campaign A’s £3,000, not additional spend or promised savings. Campaign-level matching does not establish customer outcomes for individual search terms.
All leads have one campaign assignment; qualified leads are a subset of leads, and customers are a subset of qualified leads. The business’s definition of “qualified” and contribution basis would need to be agreed in a real review. The invented conversion settings do not change the sample’s 150 CRM leads.
This is an observational comparison. Attribution, sales handling and other factors can affect the result. Fifteen customers is a small sample. Neither the comparison nor the download is a recommendation to scale a campaign or a guarantee of future performance.
A focused first engagement
One account.
Clearer decisions.
One fixed price.
Connect one account’s Search spend to recorded sales outcomes, then prioritise what to change. A focused review delivered by a data scientist, with a practical action plan.
For small agencies and service businesses with recorded leads and sales outcomes. We confirm the data is suitable before you pay.
Google Ads performance review
Founding pilotChoose your billing currency
£295one-off total
Fixed GBP price. Same scope in either currency.
Search campaigns in one Google Ads account + one CRM or sales source.
- Ad cost per customer; contribution with your margins
- Search-term relevance & negative-keyword candidates
- Conversion-measurement & data-quality red flags
- Three prioritised changes + one proposed test
- Walkthrough + one clarification round
Up to six months, 10,000 lead records and 10,000 search-term rows. Target: five business days after your brief, suitable exports and slot are confirmed. Implementation and ongoing monitoring are scoped separately. No payment is taken here.
Use what you already have.
Two sources.
One important connection.
Your Search campaign data.
Campaign and Search terms exports with identifiers, dates, spend and conversions, plus conversion-action settings. We guide you through the fields and screenshots needed.
Your sales outcomes.
A CRM or sales export with lead dates, status and outcome dates. Add sales values and contribution margins to examine contribution after ad spend.
A reliable way to link them.
Campaign IDs, recorded UTM values or an existing lead-to-campaign mapping. We check the connection first. Missing historical links cannot be invented.
Start by describing your systems. We agree the minimum fields, transfer method and processing scope before you share records.
A few things worth knowing
Good questions.
Straight answers.
Clear scope. Visible uncertainty.
Decisions grounded in your data.
Who is the pilot for?
Small Google Ads agencies and service businesses using Search campaigns and recording enquiries and sales in a CRM or quoting system. Start with one account, a few months of activity and recorded sales outcomes. We check the data and the decision you need to make before accepting a pilot. Shopping, Performance Max, Display and paid social are outside this initial scope.
What data do you need?
Campaign and Search terms exports, conversion-action settings and one CRM or sales export, normally covering 3–6 months. We guide you through the fields and any screenshots needed. Sales records need lead dates, status, outcome dates and a reliable campaign link: campaign IDs, recorded UTM values or an existing mapping. Revenue and margins are optional; without them, we report ad cost per customer rather than profitability.
What if the records cannot be connected?
We check sample fields and data suitability before accepting the paid pilot. Missing campaign links or sales outcomes can make historical attribution impossible. We never guess those connections or promise keyword-level sales attribution from campaign-level data. If the data is unsuitable, we explain what needs recording going forward; tracking repair is a separate scope.
What does the founding pilot include?
Search campaigns in one Google Ads account, one CRM or sales source, up to six months, 10,000 lead records and 10,000 search-term rows. You receive a search-term and measurement review, data-quality summary, campaign ad-cost-per-customer analysis, three prioritised recommendations, one proposed test and a walkthrough with one clarification round. Target delivery is five business days after the brief, suitable exports and a slot are confirmed.
Will you apply the changes or monitor the account?
The pilot is a read-only diagnosis and action plan. Each recommendation explains the evidence, checks and next step. Your team approves and implements changes. Tracking repairs, implementation help and ongoing monitoring can be scoped separately after the review. They are not included in the pilot price.
Does flagged spend mean money we will save?
No. Historical spend flagged for review is not a savings forecast. A term with zero recorded conversions is not automatically wasteful: relevance, tracking, sales delays and customer value all matter. We use observed outcomes to propose tests, not to guarantee lower costs or extra revenue. Contribution analysis requires your actual margin inputs.
Is this software or a service?
This is a fixed-scope review delivered by a data scientist. The report on this page is a fictional example, not a live account dashboard. We use reproducible calculations and may use AI to assist agreed tasks, with human review. You do not need to buy a new platform.
How do you handle account and customer data?
Before data is shared, we agree the minimum fields, transfer method, retention and permitted processing tools. Customer-identifying fields are not needed for an initial fit enquiry. Client records are not sent to AI services without an agreed processing scope. The review makes no automatic account changes.
Make a more informed choice.
A little clarity,
before you commit.
A review or an ongoing tool?
Wrangg vs Opteo, Optmyzr, Ruler Analytics, WhatConverts and CallRail. Scope, pricing and who each option suits.
Explore the five comparisonsWhat does a customer cost?
The formula, the sales records you need and a worked example showing why cheap leads can be misleading.
Read the customer-cost guideLook closer at your spend.
Find searches matching work you do not serve. A free checker that keeps your CSV in your browser.
Try the free checkerMake your next pound
a more informed decision.
Tell us about one account, your sales system and the question you want answered.
Complete the short registration form. We’ll check fit, scope and availability before payment or data sharing.
Compare leads from the same period, allow for the sales cycle, and check the size of the sample.