Individual skill

google-ads-ppc-math

Use this skill when someone asks for a budget projection, a ROAS or CPA target, an impression-share opportunity estimate, or any paid-search math from numbers they already have — no live account access needed. Produces a shown-work table with a sensitivity check, not just a final number. Triggers: budget projection, ROAS calculation, CPA target, conversion forecast, impression share opportunity, break-even ROAS, "what would happen if."

skills/john-williams/google-ads-ppc-math/SKILL.md

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Observed behavior: Instructions only
Last checked: Nov 11, 2026

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Repository stars (not skill ratings): 237
Repository last updated: Oct 20, 2026
License: MIT

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finance Derived category

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# PPC Forecasting and Unit-Economics Math

Applies any time the question is really arithmetic wearing a strategy question's
clothes — someone wants to know what a number implies before committing spend to it.

## The play

1. Work from whatever inputs are actually given, and state which core rates you
   derived them from: CPA (spend ÷ conversions), ROAS (revenue ÷ spend), CTR (clicks
   ÷ impressions), CPC (spend ÷ clicks), CVR (conversions ÷ clicks). Every downstream
   projection is built from these five.
2. For a budget or conversion forecast, chain the rates forward explicitly: daily
   clicks from budget and CPC, daily conversions from clicks and CVR, then scale to a
   monthly figure using an average month length (roughly 30.4 days) rather than a