How to Use the Branded vs Generic Keyword Conversion Calculator
With the same ad budget, customers who arrive via a branded search often convert at a very different rate than those who click a generic keyword. That's because branded searchers already know your product and arrive with strong purchase intent. This calculator takes clicks and conversions for both keyword types and returns each group's conversion rate, the gap between them, and how many extra conversions the generic group would have earned if it matched the branded rate.
A large gap usually isn't a sign of weak ad creative or a broken landing page - it's more likely a reflection of the value your brand awareness itself creates. That number is a useful, quantified way to justify branding and PR investment.
If the gap turns out smaller than expected, your brand awareness may already be strong, but there's room to improve conversion on the ad side - start by checking your landing page and how well it matches search intent.
Frequently Asked Questions
People who search your brand name already know your product and have strong purchase intent. If that conversion rate is much higher than generic keywords, brand awareness itself is driving meaningful revenue - a solid data point for justifying branding investment.
Fully closing the gap is unlikely, but you can narrow it by strengthening trust signals on your landing page (reviews, badges), matching landing pages to search intent, and layering in remarketing.