Free PPC

Toolkit

Overview

A data-driven audit that fixes the alignment chain (search term -> keyword -> ad -> landing page -> offer) before tweaking metrics. Classifies the account by maturity, validates conversion tracking, then sorts every significant segment as Working, Promising, Not Working, Insufficient Data, or Clear Waste. Use it when you need a strategic read on an account before deciding where to invest effort.

What you give it

• Campaign-level metrics at minimum (spend, conversions, CPA); ad-group, keyword, and search-term data add depth
• Target CPA or target ROAS
• Time period (30 days default, 90 days ideal for statistical reliability)
• Account spend tier (small, medium, large, enterprise) and business type
• Recent changes and seasonal context if relevant

What you get back

• Account maturity stage (New, Growth, Mature, Plateau, Turnaround) with calibrated expectations
• Data-quality flags before any conclusions are drawn
• Alignment-chain diagnosis: high CTR + low CVR mismatches, intent leaks, IS-rank vs IS-budget interpretation
• Working vs not-working classification for every significant segment
• Waste-first action list (stop the bleeding, feed the winners, then test growth)
• Prioritized recommendations ranked by impact and effort

How to use it

1. Export the deepest data you can (campaign + ad group + keyword + search term).
2. Paste it with your targets, spend tier, and time period.
3. Read the alignment-chain section first, fix breaks before chasing tactics.
4. Cut clear waste, then scale winners, then layer in growth tests.
5. Re-run after 4-6 weeks once changes have settled.