Google Ads Search Lost IS (Budget) Calculator

How to calculate Search Lost IS (budget)?

Budget loss represents the percentage of eligible impressions your campaign did not capture because its daily budget was exhausted. This metric is essentially the remainder of eligible impressions that were not captured by your rank or the actual ads served.

Search Lost IS (budget) = 100% - Search IS - Search Lost IS (rank)

Using the Budget Impact calculator: an example

If your campaign recorded 10,000 served impressions with a Search IS of 60%, it means your potential market size is much larger. By identifying your budget loss percentage, you can estimate how many customers you are missing out on due to funding caps.

Step-by-step calculation:

1. Calculate Total Eligible: 10,000 / 0.60 = 16,666 potential impressions.
2. Determine Budget Loss %: If your rank loss is 15%, then 100% - 60% - 15% = 25% lost to budget.
3. Calculate lost volume: 16,666 * 0.25 = 4,166 impressions lost specifically due to budget constraints.

Frequently Asked Questions

What is a good Search Lost IS (budget)?
Ideally, this should be 0%. A 0% budget loss indicates that your campaigns are visible for every eligible search throughout the day without being restricted by your wallet.

How do I fix budget loss?
The most immediate solution is to increase your daily budget. If you cannot increase spend, try lowering your bids or narrowing your targeting (e.g., specific hours or locations) to ensure your budget lasts the entire day.

Why is my rank loss so high?
High rank loss means your ads are losing out in the auction. This is typically caused by low bids or poor Quality Scores. Focus on improving your ad relevance and landing page experience to win more auctions.