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Eight Google Ads tools built for the questions that actually cost money: is this account profitable, where is the spend going, what should I spend tomorrow, is the account working, which negatives are safe, why is this keyword losing, am I even able to use the bidding strategy I have been told to use, and is the variation in my account a season or just growth? No spreadsheet, no upload, no account connection, and no black box — every formula and threshold is printed on the page.
The short version. Most PPC advice stops at the metric the platform reports. A 6× ROAS sounds excellent and is usually a loss once cost of goods, agency fees and refunds are subtracted; leftover budget means the month will miss its target; a budget that looks ample can still be the reason a campaign is losing traffic; a scorecard built on industry averages tells you nothing about your account; one careless negative can block the cheapest conversions you had; a total Quality Score tells you nothing about what to change; a bidding strategy applied before its prerequisite is met will fail quietly for weeks; and a steady growth curve read as a seasonal pattern will have you raise the wrong months. These eight tools fix those eight specific errors, and they show every number they use.
8 tools live of a planned 20 The remaining 12 are listed honestly as in progress rather than counted as available.
Each one solves a different mistake. Start with whichever sentence sounds like your account this month.
01
"Our ROAS looks great but we are not sure we made money."
Enter revenue and spend, then subtract cost of goods, agency fees, refunds and overhead. You get true net profit per order, the break-even ROAS you must clear, the target ROAS worth bidding to, and the honest difference between paid ROAS and blended MER.
02
"We are paying for clicks that were never going to buy."
Paste or drop a search-terms report. It parses the real columns, ranks waste by recoverable spend, and proposes exact and phrase negatives — with a deliberate keep decision required on every term, because a wrong negative blocks the cheapest conversions in the account.
03
"We are halfway through the month and behind on spend."
Work out the daily budget you actually need for the rest of the billing period, adjusted for the days your ads run. Compare it against your monthly spending limit and the 2× daily overdelivery ceiling, then get a prioritised list of what to do about it.
04
"We want to know whether the account is actually working."
Score a whole billing period against your own targets rather than someone else's benchmark. Six weighted components produce a score out of 100, each with its own formula, its own thresholds and its own reason — and the components you cannot measure are counted as unmeasured, never guessed.
05
"We need negatives, and we are not sure which are safe."
Paste a search-terms report and group the waste into themes by shared intent. Get exact negatives with an evidence trail, phrase candidates flagged as risky, and every conflict, dead rule and near miss reported rather than silently resolved. Nothing is ever added to your account.
06
"Our Quality Score is 4 and nobody can tell us what to do about it."
The four documented bands, and the three factors assessed separately, because two keywords can share a score for opposite reasons. Search and Display diagnostics are kept apart, and a factor Google has not reported is shown as unreported rather than as a good reading.
07
"We are told to use smart bidding, but we are not sure we can."
Five questions, and the tool checks what your account can actually support before it considers what you would prefer. All seven documented strategies with their real requirements, the ones you are not eligible for with the missing prerequisite named, and what each one gives up in exchange.
08
"December is always busier, so why does January fall off a cliff?"
Your own monthly history, indexed against your own average rather than a category curve borrowed from a different business. And the check almost every free seasonality page skips: whether the variation is a repeating season at all, or just growth that makes later months look better.
If two apply, fix the first one. Profitability problems make efficiency work pointless, and a pacing problem is wasted effort on a campaign that was never going to be profitable.
| If this is true… | Use | Because |
|---|---|---|
| You do not know your true margin after COGS, fees and overhead. | ROAS Calculator | Every efficiency decision downstream depends on the real profit per order, not the platform number. |
| A meaningful share of clicks comes from queries that never convert. | Search Term Miner | Unqualified traffic inflates clicks, lowers conversion rate and raises cost per acquisition with no volume benefit. |
| Your spend is behind or well ahead of the month's plan. | Budget Pacer | It tells you the daily budget the rest of the period needs, and whether the platform will even let you spend it. |
| The budget-limited status is showing and you raised the budget with no change. | Budget Pacer | More budget only helps if you are losing traffic to budget rather than to ad rank, bid limits or low demand. |
| You have the individual numbers and still cannot say whether the period worked. | Account Audit Scorecard | It scores the period against your own targets, and shows which components are dragging it down rather than handing you one number. |
| The miner found recoverable waste and you need to act on it safely. | Negative Keyword Builder | A wrong negative blocks the cheapest conversions in the account, so every proposal here carries its evidence and its risk. |
| A keyword is not winning and you do not know whether relevance is the reason. | Quality Score Diagnostics | A total score tells you nothing about what to change. The three factors are separate problems and are diagnosed separately. |
| Someone has told you to switch to smart bidding, and you are not sure your account can. | Bid Strategy Selector | Most bidding advice is a preference dressed as a recommendation. This checks whether the strategy is available to you at all before it considers what you would prefer. |
| Your months are uneven and you do not know whether that is a season or just growth. | Seasonality and Demand Calendar | A growth curve read as a seasonal pattern has you raising the wrong months. This tests for a trend first, then shows where an even budget runs out first. |
| You are not sure which of the eight is causing the problem. | Work down the list | Profitability, then waste, then pacing, then the account as a whole, then the quality of the traffic you are buying, then how you bid on it, then whether the variation is a season at all. Each is cheaper to fix and faster to verify than the one after it. |
One warning before you start. These tools calculate. They do not connect to your account, so they cannot see impression share, your actual margins, or anything you have not typed in yourself — the seasonality tool works from the history you paste, not from a connection. Several of them will deliberately not predict anything at all. Where a decision depends on account data, the tools say what to check rather than guessing. A calculator that invents a forecast looks more confident and is worth less.
The formulas are the product. Publishing them means you can check a result, argue with a threshold, or copy the logic into your own spreadsheet.
net profit = revenue − (cost of goods + agency fees + refunds + overhead)
Break-even ROAS is the point where net profit reaches zero. Target ROAS is break-even multiplied by your safety factor. The tool refuses to divide by zero spend, so a campaign with revenue and no recorded cost reports profit rather than a meaningless infinity.
score = cost × A− × (0.55 + 0.45 × A− × min(1, clicks ÷ (minClicks × 3)))
The first factor is recoverable spend. The second is a conviction weight, so a term far past the click threshold outranks a borderline one. A term that ever converts is never suggested as a negative, whatever it cost.
required daily budget = monthly target ÷ 30.4 · monthly spending limit = current daily budget × 30.4
The budget that makes a target reachable is the target divided by 30.4 days, not the money still to spend divided by the days still to run. The second calculation ignores that Google averages a month's daily budget over 30.4 days, so a figure derived from the days remaining can produce a monthly cap below the very target it was meant to reach. An earlier version of this page did exactly that, and the cost of the error is now asserted in the tool's test suite.
index = period ÷ your mean × 100 · even-spread gap = share of the year − (100 ÷ periods)
Indexed against your own mean rather than a category curve, so 100 means "typical for you" and a February peak is not a fault. The tool refuses to forecast, and tests whether the variation is a season or a trend before it names a peak — because an account growing 5% a month is not seasonal at all, and budgeting as though it were raises the wrong months.
Where each number comes from. Platform mechanics are taken from Google's own documentation: the monthly spending limit is 30.4× the average daily budget, and daily spend can reach 2× that average. Judgment calls — the minimum click threshold, the reserve percentage, the pacing tolerance band — are named constants, printed on the page, and recorded as open questions in each tool's research notes. The honest position is that a threshold is a decision, and you should be able to see the decision.
Short version: the report never leaves your device. The email address, if you give one, is the only thing sent anywhere.
No third-party scripts. There is no analytics tag, no tag manager, no CDN and no font service. The pages load only files from this site, which means the tools also work offline once loaded. A calculator that reads your cost data does not need to phone home, and this one does not.
A planned set of twenty tools. Eight are live. The rest are listed as planned because a link that goes nowhere is worse than an honest gap.
Scope is a working list, not a schedule. Tools ship when they are tested against a real report rather than against a demo.
Have a request? The tool that would save you the most time is usually the one worth building next. Tell us which.
No. Every tool runs as JavaScript in your own browser. The Search Term Miner reads your CSV with the browser's own File API and the file never leaves your device. There is no analytics script, no third-party CDN, and no server that receives your report.
Yes. Free to use with no account, no trial and no feature held back. Each tool asks for an optional email address before its full results so we can tell you when things change, but the headline answer is always shown first and the email field is not required to use any tool.
Because a budget number you cannot check is a budget number you will approve by accident. Every tool exposes its formula, its thresholds and its assumptions on the page, so a wrong input or a wrong conclusion is visible rather than buried.
No. There is no API connection and no account access. The tools never write to your ad account and cannot change a bid, a budget or a keyword. Recommendations are yours to apply.
Eight are live now: the ROAS Calculator, the Search Term Miner, the Budget Pacer, the Account Audit Scorecard, the Negative Keyword Builder, the Quality Score Diagnostics, the Bid Strategy Selector and the Seasonality and Demand Calendar. A wider set of twenty is in progress. The site lists only the tools that actually work rather than counting planned ones.
Yes. They are built mobile-first with large touch targets and will also run in a desktop browser. The Search Term Miner reads a file chosen from the device, so you can analyse a report exported on a phone.
Yes. Use them in client work and in your own account without attribution or a paid tier. If the tools save you time, a link back to the relevant page is appreciated but never required.
It is used only to send the tool updates for the specific tool you asked about. It is not sold, and there is an unsubscribe link in every message. The address is stored with the tool name and timestamp, and is validated and rate limited on the server.
What each tool is built on, and where the judgement begins.
Daily budget behaviour, the 30.4-day monthly spending limit, 2× daily overdelivery, budget-optimisation and the "limited by budget" status, the documented Quality Score bands and factors, and the documented requirements of each bidding strategy are taken from Google's own advertising documentation. Those are platform rules and are stated as fact throughout.
Minimum clicks and spend before a term is flagged, the 3-query corroboration
for a phrase negative, the reserve percentage, the ±2% / 10% pacing
tolerance band, the audit scorecard's component weights, the conversion-history
bands, and the order of the bid strategy eligibility checks. These are
decisions, not facts. They are named constants, printed on the page, and
recorded with reasoning in each tool's RESEARCH.md so they can be
argued with.
Seasonality, impression share, marginal CPC response, revenue forecasts, and any cost or return predicted from a Quality Score or a bidding strategy. Each would need the account's own history, and a figure invented from a generic model is worse than no figure. The tools say what to check instead — and two of them keep a statistic permanently reading "Not predicted" so the gap is visible where a number would otherwise have gone.
Competitor and method research. Each tool ships with research notes covering the established tools in its category, what was worth taking, and what was rejected — including the high thresholds that hide findings from small accounts, and the one-click account changes that remove the review step.
ROAS research · Search term research · Budget pacing research · Account audit research · Negative keyword research · Quality Score research · Bid strategy research · Seasonality research
