Google Ads Analyst · PPC Operator · Campaign Audit Specialist
Manages paid search campaigns across multiple verticals. Runs account audits, builds keyword lists, models bids, and maintains this site to handle the repetitive parts of Google Ads work that the interface doesn't do well.
Most account problems trace back to a small number of root causes: broken conversion tracking, search terms that never got cleaned, bidding strategies running on bad signal, or campaign settings that Google defaults to wrong. The surface-level stuff (low CTR, high CPC, poor ROAS) is usually a symptom of one of those. I audit backward from the metric to the structural issue, not forward from a checklist.
The tools on this site exist because I kept doing the same manual work on repeat: sorting search terms by hand, reformatting keyword lists for Google Ads Editor, checking budget pacing mid-month by running the math myself. None of it is hard. It's just slow, and slow repetitive work is time not spent on things that actually move account performance. I built utilities to handle the friction, not to replace judgment.
The guides are written from the same angle. Quality Score and Ad Rank aren't abstract concepts to me. They're diagnostics I pull when CPCs jump or Lost IS (Rank) goes high. The audit framework is the actual sequence I run when I pick up an account. I try to write them the way I'd explain the work to another operator, not the way Google's help center explains it.
How I actually work in Google Ads
Operator Notes
First thing in any account: confirm conversion tracking is measuring something real. Page views, GMB directions, and smart campaign calls are not conversions. If the data is bad, every downstream optimization is wrong.
I filter brand keywords out of QS benchmarking immediately. Brand terms score 9–10 by default. They inflate the account-wide average and hide non-brand problems.
When Lost IS (Rank) is high, I look at QS distribution before touching bids. Raising bids into poor QS is expensive and temporary. Fix the quality problem first.
Search term reviews are the highest-ROI maintenance task in most accounts. Irrelevant queries drag down Expected CTR, inflate spend, and pollute conversion data. I run a search term review every week on active campaigns.
Match type strategy: I use exact and phrase for high-intent queries I understand well, and broad match only when paired with Smart Bidding and enough conversion volume for the algorithm to learn. Broad match on new campaigns or low-conversion accounts is usually a spend problem waiting to happen.
The pacing calculator exists because I got asked "how is budget tracking?" too many times and had to calculate it by hand every time. The formula is simple: (spend to date / days elapsed) vs (budget / days in month). Having a tool means I stop doing it in my head.
The root causes behind most underperforming accounts and how to find them. Covers conversion tracking, bidding strategy, search terms, and account settings most auditors miss.