Free PPC

Toolkit

Overview

A weekly performance pulse for Google Ads that catches drift before it becomes a disaster. Compares this week against last week and the 4-week baseline, classifies anomalies (financial bleeding, data integrity, growth constraint, visibility loss, execution block), and limits output to a small number of actions completable within the week. Use it on a regular cadence, not for one-off audits.

What you give it

• This week’s campaign-level data: name, spend, conversions, CPA or ROAS, impressions, clicks
• Last week’s data with the same metrics
• Target CPA and/or target ROAS
• 4-week average or 30-day summary if available (used as the baseline)
• Optional: daily budgets and budget utilization, business type, recent changes, search terms, impression share, last week’s recommended actions and whether they were executed

What you get back

• Triple-window comparison table: this week vs last week vs 4-week average
• Critical anomalies above the 20% threshold, classified by type and urgency
• Warning-level signals to monitor (10-20% drift, CTR fatigue, IS pressure, QS erosion)
• 3-5 prioritized actions ranked by impact and effort
• A “what’s working” list to protect
• Closed-loop check on prior recommendations if you provided them

How to use it

1. Pull the last 7 days of campaign data and the prior 7 days.
2. Paste both alongside your target CPA or ROAS.
3. Add a 4-week baseline if you have it, without it, results are noisier.
4. Work through critical anomalies first, then the priority action list.
5. Re-run next week with the previous recommendations noted so it can score follow-through.