Ad Spend Waste Calculator
Paid advertising can generate strong leads, but only if visitors actually stay on your website long enough to convert. Slow mobile performance, poor Core Web Vitals, and heavy landing pages can cause visitors to leave before they ever see your offer. This calculator estimates how much advertising budget may be wasted due to slow website performance.
Enter your monthly ad spend and your mobile performance score to estimate how much of your advertising investment may be lost due to performance issues.
Estimate Your Potential Ad Spend Waste
Many businesses focus on improving their ads while overlooking the landing page experience. If a page loads slowly, visitors often leave before interacting with your content. This means you still pay for the click but lose the opportunity to convert that visitor into a lead or customer.
This calculator uses mobile performance benchmarks and observed performance patterns across thousands of business websites to estimate how much advertising budget may be at risk.
This estimate is based on mobile performance benchmarks and observed performance patterns across thousands of business websites analyzed through Structure1 Digital research.
How the Estimate Works
Advertising platforms charge for clicks, not conversions. If a visitor lands on a slow website, they may leave before interacting with your content, meaning the advertising spend that brought them to the page produces no business value.
Performance issues often increase bounce rates, reduce engagement, and lower conversion rates. Faster websites tend to keep visitors engaged longer and allow them to complete actions like submitting forms, scheduling appointments, or making purchases.
Improving mobile performance and Core Web Vitals can significantly increase the efficiency of paid traffic by helping more visitors stay on the page long enough to convert.
Performance Tier Explanation
Performance tiers are based on common mobile performance score ranges.
Critical (Below 50)
Websites in this range typically experience severe performance issues and high bounce rates. A large percentage of paid traffic may leave before interacting with the page.
Poor (50–69)
Performance issues are still significant. Visitors may experience slow loading times, which can reduce engagement and conversions.
Below Average (70–79)
The website is usable but still slower than optimal. Improving performance can increase advertising efficiency and conversion rates.
Needs Work (80–89)
The website performs reasonably well but still has opportunities for optimization.
Near Passing (90+)
The website performs well and is close to Google's recommended performance benchmarks.
Fix Your Website Performance
If your website is losing visitors due to slow performance, improving your site speed can dramatically increase conversions and reduce wasted ad spend.
Structure1 Digital builds performance-focused websites designed to load quickly, meet Google's Core Web Vitals benchmarks, and convert visitors into leads.
Get My Free Performance SnapshotRelated Performance Resources
Website performance affects everything from search rankings to advertising efficiency. These resources explain how performance impacts business websites and how to improve it.