MEDIA EFFICIENCY ASSESSMENT

FOR GROWING BUSINESSES

Could you be getting a better return from your Google Ads?

We look at where your Google Ads could be more efficient, so you can see what might be holding back your return.

Our platform experts review your account and recommend where to focus first.

See how the assessment works ↗
A REVIEW OF YOUR GOOGLE ADS

Your Media
Efficiency
Report

Where your Google Ads
could be working harder.

PREPARED FOR YOUR BUSINESS01 /
AN EXPERT REVIEW OF YOUR GOOGLE ADS ACCOUNT

01 / WHY THIS MATTERS

With clicks costing more,
is your budget getting you
as far as it could?

+7%

You’re paying more for each click.

Google’s average cost per click rose 7% in 2025.

AI IS CHANGING SEARCH

AI is also changing how
people find businesses.

People clicked fewer traditional search results when an AI summary appeared, according to Pew’s research.

That makes it worth checking what happens to the clicks you pay for.↓

02 / START WITH THE BASICS

How your ads are set up
affects what you get
from your budget.

01

Are you paying for the right searches?

We check whether your ads are reaching people who could actually become customers.

02

Does your ad match what they need?

More relevant copy helps people see why your business is right for them.

03

Can they easily enquire or buy?

We check that each ad takes people to the most useful page on your website.

A lot of this can be improved within Google Ads, without rebuilding your website.

Here’s an example of what changed for one of our clients.↓

03 / REAL CLIENT RESULTS

This insurance campaign delivered
more than twice the results
per pound spent.

ANONYMISED CASE STUDY
APPLIANCE REPAIR CAMPAIGN

We split generic ads into focused groups and wrote more relevant copy. Across eight weeks, the cost per result fell from £10.79 to £4.42.

BEFORE

31 August · first weekly observation

Cost per click£3.34
Cost per result*£10.79
AFTER

26 October · eight weeks later

Cost per click£1.85 ↓ 44.6%
Cost per result*£4.42 ↓ 59.0%
2.44×

as many results
for every £1 spent.

£10.79 ÷ £4.42 = 2.44×

*Tracked Google Ads conversions. First vs last weekly observation, not period averages or profit ROI.

We use the same approach to look for opportunities in your account.↓

04 / HOW WE ASSESS YOUR ACCOUNT

Our platform experts check where your account could be more efficient.

We review five core areas of your Google Ads account and use the findings to calculate your media efficiency rating.

01

Who your ads reach

Search terms, locations and the traffic you’re paying for.

02

How relevant your ads are

Your copy, ad groups and Google’s Quality Score indicators.

03

Where your ads take people

The pages you use and how easy it is to enquire or buy.

04

How your budget is being spent

Your bids and whether money is going to the campaigns that deserve it.

05

Whether results are tracked properly

What counts as a result and whether it’s valuable to your business.

We explain the findings in your Media Efficiency Report.↓

05 / WHAT YOU GET FROM THE ASSESSMENT

You’ll see where you stand
and what we’d
recommend changing.

01

Your media efficiency rating

A score out of 100, with the reasons behind it.

02

Where we see room to improve

The changes we think will make the biggest difference.

03

What we’d do over the first 90 days

A practical plan that we talk you through together.

PlanitEXAMPLE REPORT

Your Media
Efficiency Rating

62/ 100

There’s room to improve your ad relevance.

YOUR TOP PRIORITY

Make your ads more specific.

Match each message to what
your customers are looking for.

Example report. Your rating would follow our assessment.
You can take the plan away, or ask us to make the changes.↓

06 / A FOCUSED START

If you’d like us to make
the changes, we can start
with 90 days.

We agree what to improve, make the changes and track whether they’re making a difference.

FIRST 30 DAYS

We make the first changes.

We start with the priorities from your assessment and look for early improvements.

BY 90 DAYS

We review what’s improved.

We look at enquiries, sales and acquisition costs to see what the changes have delivered.

THEN

We agree what to do next.

You can decide whether to continue, based on the results and what still needs attention.

Timing depends on how much data your campaigns generate. Implementation is separately agreed and priced.

The assessment gives us a starting point.↓

07 / YOUR NEXT STEP

Want to know what
your Google Ads
could be doing better?

The Media Efficiency Assessment.

£1,000ONE-OFF

We’ll review your account and show you where we see room to improve.

Let’s take a look ↗

Here’s how we get started.

01

We have a short chat about your business and what you want your ads to achieve.

02

You give us read-only access to your Google Ads account.

03

Our platform experts review the account, then talk you through your report.

Focused on Google Search ads. Scope and timing agreed upfront. Use the plan with your team, or ask us to help.

Planit

Let’s see where your Google Ads could improve.

FOR A CLOSER LOOK

Sources & measurement.

The market context

Alphabet 2025 Form 10-K: Google Search & other average cost per click rose 7% in 2025 versus 2024. This global aggregate is affected by product, device and geographic mix; it is not a UK SMB benchmark.

Pew Research Center, 22 July 2025: users clicked a traditional search result in 8% of visits with an AI summary versus 15% without. Based on browsing data from 900 US adults in March 2025. This is an observational study, not paid-ad click-through data. It does not establish that AI caused clicks to become more expensive.

The insurance client case study

Anonymised from Planit’s supplied campaign analysis for an insurance client’s appliance repair activity. A consolidated ad group was split into focused themes with more specific ad copy. The structure changed on 16 September.

The headline compares the first and last weekly observations in the supplied chart: 31 August and 26 October, 56 days (eight weeks) apart. Cost per click: £3.34 → £1.85, down 44.6%. Cost per recorded conversion: £10.79 → £4.42, down 59.0%. Results per pound = 1 ÷ cost per conversion. The improvement is therefore £10.79 ÷ £4.42 = 2.44×, or approximately 144% more recorded conversions per pound. This is a conversion-efficiency measure, not profit ROI, revenue growth or Planit’s /100 efficiency rating.

The first and final weeks are selected endpoints and are more volatile than full-period averages. Some improvement was already visible before the structure change on 16 September, so the full eight-week change cannot be attributed to that change alone. The chart does not show a three-month period or establish that spend stayed constant.

Before: 31 August–14 September, three weekly observations. After: 21 September–26 October, six weekly observations. These are the supplied period averages: cost per click £2.78 → £1.91 (−31.3%); cost per conversion £8.47 → £5.46 (−35.5%). Percentages are as reported; displayed averages are rounded and weighting was not specified.

“Result” means a recorded Google Ads conversion, not necessarily a qualified lead, sale or incremental customer. Conversion definition and quality were not supplied. This is an observational before/after comparison: demand, traffic mix and other changes may also have affected performance. The evidence does not establish a three-month test, constant spend or measured revenue/profit ROI.

The original slide also reported click-through rate +60.1% and Quality Score +17.2%. Quality Score is a diagnostic, not a commercial outcome. Google’s guidance states that it is not an auction input or a business KPI.

Your Media Efficiency Score

The proposed Planit assessment covers five equally weighted areas: audience and intent; ad relevance; the journey after the click; budget and bidding; measurement. Each is worth 20 points. Four checks in each area are scored from 0 to 5: absent or materially broken (0), weak (1–2), partial (3), good (4), strong and evidenced (5).

Missing evidence is marked “not established”, not scored zero. Any provisional score shows evidence coverage; a final score needs all five areas assessed. This is Planit’s framework, separate from Google’s Quality Score and optimisation score. It is a prioritisation tool—not an estimate of wasted budget or a forecast.

The 62/100 report is illustrative. The £1,000 assessment is the proposed offer. Implementation is separate. Improvement is not guaranteed; low-volume accounts and long sales cycles may need longer than 90 days to assess the impact. Market sources checked 29 October 2026.