wORKSHEET THREE Google AdWords KPIs Checklist If you’re company is using Google AdWords to run targeted paid search campaigns, use the checklist below to make sure you’re measuring metrics beyond clicks and impressions. Quality Score: Google uses this score to Cost Per Lead: This is the cost to get a determine the relevance, quality, and user qualified lead from a paid search campaign. satisfaction of your ads and landing pages. Click-Through Rate: The ratio of ad clicks to Cost Per Acquisition (CPA): Understand overall ad impressions is an indication of your how much it costs you to acquire a net ad’s effectiveness. new customer. Conversion Rate: This is measured by Total Spend: Your total spend is the dividing the number of leads generated by cumulative amount spend on your ads. your offer by the total number of visitors. Return on Ad Spend: for every dollar spent on paid advertising, what is the return after all expenses? 78 / Pardot