Free PPC

Toolkit

Overview

Identifies search terms wasting spend and returns implementation-ready negative keyword recommendations. Separates alignment waste (intent can’t be fulfilled), audience waste (wrong buyer), and performance waste (economics don’t work). Protects brand terms, services you offer, comparison queries, and commercial-investigation patterns so it never blocks legitimate traffic.

What you give it

• Search terms report (CSV/Excel or pasted) with at minimum: search term + clicks, cost, or conversions
• Primary service keywords for the campaign (so variants and misspellings stay protected)
• Brand name and variations (never negated)
• Full list of services offered (including those in other campaigns)
• Competitor strategy: block, allow, or mixed
• Optional: target CPA, expected conversion rate, geographic focus

What you get back

• Summary stats: terms analyzed, recommended negatives, flagged spend
• Recommendations table with match type (broad/phrase/exact), level (account/campaign/ad group), confidence score, and rationale per term
• Themed groupings: employment intent, DIY/educational, document-seeking, competitor traffic, geographic mismatch, wrong industry
• Copy-paste blocks formatted for Google Ads Editor bulk upload
• Protected list (commercial investigation and comparison queries to keep)
• Monitor list for terms with insufficient data
• Recommended application order (account-level first, then campaign, then ad group)

How to use it

1. Export the search terms report for the last 30-90 days, sorted by cost descending.
2. Provide the business context: primary service, brand terms, all services, competitor strategy.
3. Paste the data and let it group recommendations by theme.
4. Apply account-level negatives first, then campaign-level, then ad-group.
5. Monitor flagged terms for two weeks before final decisions on borderline ones.