Free PPC

Toolkit

Overview

Answers “are we going to hit budget this month?” with specific numbers. Calculates pacing percentage, projected month-end spend, and the daily target for remaining days, then walks the 5-stage diagnostic hierarchy (campaign status -> budget constraints -> bid strategy -> CPC -> competitive pressure) to find the root cause. Recommends actions you can execute today, not “monitor closely.”

What you give it

• Monthly budget and current spend MTD
• Days elapsed and total days in the month
• Whether budget is a hard cap or a flexible target
• Account/client name and business type (ecommerce, lead gen, SaaS, local)
• Campaign-level data: status, daily budget, spend MTD, conversions, CPA, budget-lost impression share if available
• Client tier (Enterprise / Growth / Starter, defaults to Growth)
• Optional: prior-month spend, 7-day average, recent changes, ROAS data

What you get back

• Pacing status (GREEN / AMBER / RED) with pacing %, projected month-end, and variance vs budget
• Daily target for remaining days
• Primary cause from the 5-stage hierarchy with confidence and supporting evidence
• Campaign breakdown table flagging which campaigns are causing issues
• Daily budget capacity check (is total active capacity enough to hit the target?)
• Recommended actions ranked by priority score (variance severity + tier + time urgency + fixability)
• Reallocation recommendations with from/to amounts, rationale, and net impact
• Forecast scenarios: no action, with recommended actions, best case
• Client communication draft if pacing is off

How to use it

1. Pull spend MTD and budget; note the day of the month.
2. Paste campaign-level data and budget-lost IS if you have it.
3. Confirm whether the budget is a hard cap.
4. Execute the highest-priority action today, usually a budget reallocation or a campaign re-enable.
5. Recheck pacing in 3-5 days before further changes (Smart Bidding needs settling time).