Paid-search pilot worksheet
Yenra | September 10, 2026
https://yenra.com/pay-per-click-search-engines/

Define one offer, audience, measurement plan, review point, and maximum acceptable pilot spend. All currency inputs in a calculation must use the same currency. Confirm platform budget behavior and reporting delays. Fictional numbers below illustrate arithmetic only.

Offer, location, audience, exclusions:
Landing page and availability check:
Primary business outcome/conversion definition:
Tracking test, duplicate check, value/currency check:
Attribution settings and reporting delay:
Privacy/consent arrangements checked by:
Pilot dates, review date, responsible person:
Maximum acceptable spend and verified platform controls:
Pause conditions (broken page, unavailable offer, measurement failure):
Currency:
Ad cost:
Clicks:
Confirmed attributed orders:
Net revenue per order:
Contribution per order before advertising (list variable costs deducted):
Average CPC = ad cost / clicks:
Click-to-order rate = orders / clicks:
Cost per order = ad cost / orders:
Revenue/ad-spend ratio = orders * net revenue per order / ad cost:
Contribution after ads = orders * contribution per order - ad cost:
Break-even average CPC before extra fixed costs = order rate * contribution per order:
Additional fixed costs and uncertainty:
Search-term relevance, lead/order quality, discrepancies:
Decision: stop / revise / another bounded test; reasons:

Fictional example in USD: $1000 cost, 500 clicks, 20 orders, $100 net revenue/order, $40 contribution/order. CPC=$2; order rate=4%; cost/order=$50; revenue/ad spend=2.0; contribution after ads=-$200; break-even CPC=$1.60. No lifetime value is assumed. Division by zero is undefined: report the missing rate rather than inventing a result.