Free resources
Everything to scale profitably, in one place
This is the directory for all resources, tools, articles and videos designed to help you profitably scale your Google Ads account.
Get a Free Account Sense-Check01 · Measurement
Profit-First Measurement & KPIs
Measure Google Ads the way a finance team would - contribution margin, NCAC, breakeven ROAS and payback windows, not the revenue Google reports.
Profit-First Measurement & KPIs Hub
Start with the core metrics, run your own numbers through the calculator, then read the deep dives when you want the detail.
UK D2C Unit Economics Calculator
Input your AOV, COGS, ad spend, and returns rate to see your breakeven ROAS in minutes.
The Google Ads KPIs that actually matter
ROAS is a platform metric, not a business one.
How to actually calculate your NCAC
Cost per acquisition lumps new and returning customers together and flatters your numbers.
Contribution margin, explained
The number that should sit underneath every Google Ads decision.
02 · Shopping & Feed
Google Shopping Ads & Feed Optimisation
In Shopping and Performance Max the feed is your targeting. Get it structured for profit, not just approved by Merchant Centre.
Google Shopping & Feed Optimisation Hub
Start with the checklist, work through the deep dives, and book a call if you want a second pair of eyes on yours.
The Google Shopping Feed Checklist
Every check that matters, in the order I'd work through them on a new account.
Merchant Centre Error Health Checklist
Six errors. The bulk of every disapproval.
The 5 Shopping feed mistakes in 9 of 10 accounts
The errors I find in almost every account I audit, and the order to fix them in.
Custom labels: how to actually use them
Everyone says use custom labels - few explain how.
03 · Diagnosis
Campaign Optimisation & Troubleshooting
Diagnose why an account has stalled and steer it back to real business objectives - start with the actual problem, not the dashboard.
Campaign Optimisation & Troubleshooting Hub
Start with the troubleshooting process, work through the deep dives on the issues that quietly cost the most.
The 20-Minute Account Diagnosis
The foundational, unsexy checks I run when I drop into an account unseen.
New Customer Acquisition Is Stalling
New customer volume flat or down and the pressure is on to find out why.
How to optimise towards new customers
Google's algorithm optimises towards the easiest sale, not the most valuable one.
Should you bid on your own brand terms
Brand bidding reports a flattering ROAS, but the only question that matters is incrementality.
04 · Free Tools
Tools & Calculators
Built for e-comm brands who want to make margin-first decisions, not ROAS-chasing ones - every calculator and template in one place, ready to use.
All Tools & Templates Hub
11 resources - 8 unit economics calculators and 3 templates. No paywall, make a copy and keep it.
UK D2C Unit Economics Calculator
Input your AOV, COGS, ad spend and returns rate to see your contribution margin and breakeven ROAS.
Google Ads Copy Guide & RSA Template
A full framework for writing RSA headlines that actually convert, with a pre-structured template.
05 · Learn
Articles & Videos
Written and filmed for operators who want to understand their accounts, not just their dashboards.