Free Chrome extension
Self-audit your account in 30 minutes.
A panel that opens on top of your live Google Ads screen and walks you through five checks one at a time, with hand-drawn arrows pointing at the exact tab to open.
Practitioner advisory
You don’t need to be a mechanic to know when you’re being upsold.
A practitioner on your side of the table.
Two free things you can run yourself
See them work, then decide if you want to talk.
Free Google Ads Script
A weekly waste audit, emailed to you.
A read-only Google Ads Script that runs against your account on a schedule and emails you a complete waste report: chronic offenders, expensive converters, geographic leakage. Configure in your browser. Paste into Ads.
Two promises about these free tools
Absolutely free.
No sign-up. No email. No credit card. No information needed. Just copy and paste.
No data collected. Whatsoever.
No telemetry, no analytics, no API calls leave your browser. Nothing about your account, your queries, or your spend is transmitted anywhere.
Sound familiar?
Two more things you’ve probably seen in your last quarterly review.
The green-arrow slide is the one above. If you also recognize these (the agency vocabulary, the campaign nobody can audit), you’re not imagining it. These are tactics, not accidents. Each one has a name and a fix.
Exhibit B: The vocabulary
Four phrases your account manager reaches for when they don’t want to commit to why a number moved. Each one is a real Google Ads concept being used as fog. See the red flag →
Exhibit C: The black box
A single campaign that consumes a third of your spend. The aggregate looks fine. The drilldown is “not shared by Google,” which used to be true and is now mostly a choice. See the red flag →
Live · same query stream most accounts run on
Watch a typical month route itself.
Most B2B Shopping spend splits about three ways: a small slice that buys real new pipeline, a chunk that re-buys customers Google was sending you anyway, and a bigger chunk on searches that will never become customers. Reports never show you the split. The agency reports the total.
Total spend, this session
$0
Real new pipeline
0%
$0
Brand cannibalization
0%
$0
Junk-search waste
0%
$0
Three labels your agency’s monthly deck doesn’t use.
Each leak has a fix, and a corresponding red flag entry on this site:
The asymmetry is the business model
Most clients of PPC agencies are in the same position you’d be in at an auto shop.
You can tell something is off. You can’t quite say what. The technician uses words you don’t fully follow. The bill arrives. You pay it.
Asymmetry is the entire business model.
The fix is not to become a mechanic. It’s to bring one with you.
Three people read this site.
You’re probably one of them.
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The CMO whose monthly deck is full of green arrows and whose pipeline is the worst it’s been in two years.
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The owner-operator paying $2K–$10K a month who has no internal benchmark for whether the numbers are good, bad, or invented.
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The marketing director fourteen months in, still hearing “results take time,” afraid of the gap between agencies.
What I do
Five ways to work together. None lock you in. The first is free, and most people who use it never come back. That’s exactly the point.
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Tier 0Free one-off question FreeOne question, one answer, one time. Phone, email, or a fifteen-minute call. No pitch, no follow-up.
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Tier 1Quick Dive $300–500A 60-minute forensic teardown of your account. I find the leaks, flag the fluff, and hand you a one-page executive hit-list. You’ll know exactly where your budget is bleeding, and exactly what uncomfortable questions to ask your agency on tomorrow’s status call.
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Tier 2Monthly Advisor Retainer, on inquiryI sit on your monthly agency call. Pre-read the report, flag the fluff, tell you which questions to push back on. A practitioner in the room, on your side, every month.
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Tier 3Full Account Audit Project, on inquiryRead-only access. Written findings on waste, structural problems, missed opportunities, and platform gaps. Recommendations you can hand directly to your agency.
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Tier 4Agency Transition Support Project, on inquiryFor clients who’ve decided to leave. I keep the lights on during the transition so leads don’t fall off a cliff, then help brief the incoming agency.
Discreet engagement · Off your agency’s radar
Don’t want your agency to know you’re getting a second opinion?
Bringing a third party into your account is a conversation with your agency, and a lot of people aren’t ready for that conversation yet. Reasonable. I had clients who clearly wanted a second opinion on my work and didn’t know how to ask for it without it feeling like an accusation, and I felt the awkwardness from the agency side too. It’s a real reason people sit on a bad gut feeling for months.
So every tier above except Tier 2 (where I’m literally on the monthly agency call) also runs from artifacts. You send me what you have: the monthly report PDF, a CSV export of the change history, a recording of the last status call, screenshots of the panels you’re suspicious of. I write up findings from that. The audit is a little narrower than read-only account access, but the gap between what your agency is saying and what the data shows rarely needs login credentials to spot.
When you’re ready to give read-only access, you give read-only access. Until then, I work with what you can send me: quietly, mutual NDA up front, no one else on the email thread.
Why I’m the one telling you this
I’m not building an agency. I don’t take referral fees. I won’t recommend a replacement agency unless you ask. And even then I’ll lean toward telling you the questions to ask, not the names to call.
From LinkedIn
What I’ve been writing about lately.
Public notes from the practice. Audits in progress, agency patterns, and the conversations they spark.
Free · no questions asked
Ask me one thing.
One question: about your account, your agency’s reporting, a number that doesn’t sit right. A straight answer back, usually within two business days. No sign-up, no follow-up, no pitch.