AdWords to AdSense
I ran a brief test – which is in no way representative – and saw that with the most basic test page using an AdWords funnel I can make a loss of 77%. It does show for me that in this statistically irrelevant test 23% of the expected 100% loss was reduced by the 2 people who clicked on an advert – were likely to click on another advert.
The reason it is probably statistically irrelevant is that of the 28k impressions there were merely 16 clicks. Still it was fun to see that even a simple site will not run at 100% loss.
Crunching the numbers further I discovered the loss was even less, at 71.43% which means 28.57%.