Free PPC

Toolkit

Overview

Answers “if we spend more, will we actually get more?” Analyzes impression share, the marginal cost of additional customers, and market context to classify the account as Room to Grow, Scaling Gets Expensive, Near the Ceiling, or Demand-Constrained. Brand and non-brand are analyzed separately because they’re different markets with different ceilings.

What you give it

• Impression share data per major campaign or theme: search IS, search lost IS budget, search lost IS rank
• Performance: impressions, clicks, conversions, cost (last 30 or 90 days)
• Business context: what they sell, geographic scope (local/national/international), industry, AOV or LTV, target CPA/ROAS
• Strongly recommended: brand vs non-brand split; 6-12 months of monthly trend data
• Optional: before/after data from a recent budget increase, competitor auction insights, seasonal patterns

What you get back

• Market capture summary per theme: market size estimate, IS lost to budget vs rank, classification
• Marginal returns assessment using historical scaling data or modelled projections (2x spend ≈ 1.5-1.8x conversions)
• Per-theme ceiling classification with plain-language explanation and confidence
• Account-overall verdict with the data that would raise confidence further
• Practical implication: where more budget will work, where it won’t, and where to look for non-search growth

How to use it

1. Pull impression-share data and 30/90-day performance, segmented by brand vs non-brand.
2. Add the business context, local plumber and national SaaS interpret IS very differently.
3. If you’ve recently raised a budget, include the before/after numbers for a real marginal CPA read.
4. Read the per-theme classification, some campaigns can scale even when the account overall can’t.
5. If “Demand is the constraint” is the verdict, plan the conversation about non-search channels.