Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
I’ve built six free tools for Google Ads. I made them for myself and use them every day, so they’re simple and each solves a specific task. None of them collects any information about you or requires sign-up: whatever you enter stays in your browser.
They’re all collected on the tools page.
Contents
6 Free Google Ads Tools: Keywords, ROAS, UTM, Negative Keywords
Keyword research without an ad account
I’ll start with the newest one. To evaluate advertising you need the cost per click, and that comes from Google Ads Keyword Planner. But it lives inside the ad account. A new advertiser doesn’t have an account yet, and even when you do, by the time you log in, pick the location and language and set everything up, a lot of time has passed. So I connected to the Google Ads API and built my own interface to the same data: keyword research.
Enter up to three keywords, choose a country and language, and you get monthly search volume, competition, top-of-page bids and seasonality.
Two things I was missing in Keyword Planner. Ukrainian and Russian are searched together. In Google you have to look at them separately and then merge them into one table by hand. And seasonality can be grouped by month, quarter and year, with the best period taken as 100%.
Take my favourite example, “AC repair” in Ukraine: 1,286 searches a month, top-of-page bid UAH 18–84, the peak is in June, and in November demand drops to 7% of the peak. From a chart like this it takes two seconds to see that ads should be switched on in May and off at the end of August. In Keyword Planner you’d have to look at each value separately.
The public version shows the top 15 keywords. There’s also a Pro version, for now just for me: up to 20 keywords or a website as a source of ideas, word filters (for example, excluding “car” if you only repair home air conditioners), copying in phrase or exact match, and CSV export. Once it’s tested I’ll add it to the tools too. Markets are the ones I work with: Ukraine, Poland, the US, Canada, the UK, Germany and Australia.
Google Ads ROI calculator
The ROI calculator used to live inside an article; now it has its own page. You can start calculating right away, without any text around it.
Enter the CPC, budget, site conversion rate, average order value, contractor fees and margin, and you’ll see whether the ads will pay off. There are modes for e-commerce and lead generation, and hryvnia, dollar and euro. New: a “VAT payer” toggle that adds 20% to the budget, so the calculation is honest for those who pay tax on advertising.
The example from the screenshot. CPC UAH 12, budget UAH 50,000, 1.5% conversion rate, AOV UAH 2,000, UAH 15,000 to contractors, 30% margin. That gives 63 orders worth UAH 125,000 and a ROAS of 250%. Sounds decent, but gross profit is UAH 37,500 against UAH 65,000 of total costs. Minus UAH 27,500. To break even you need a conversion rate of 2.6% or more.
How to work with the calculator and where to get the numbers, I show in the videos:
Google Ads ROI Calculator for Contextual Advertising
Google Ads · AnalyticsGoogle Ads ROI Calculator: Calculate Before Launch, Not AfterFree online Google Ads ROI calculator: ROAS, ROMI on margin, break-even conversion rate, cost per lead. Model scenarios before you launch ads.
ROAS calculator
A simplified version for those who still count ROAS. Or for when the client gives you neither the conversion rate nor the order value, but you need to calculate something right now. Enter ad spend and ad revenue and you get ROAS. If you know your margin, the calculator also shows break-even ROAS, profit and ROMI.
It shows clearly why margin matters. Spend UAH 21,000, revenue UAH 150,000 — ROAS 714%. With a 15% margin, break-even ROAS is 667%, so after advertising you’re left with UAH 1,500. Why ROAS on its own doesn’t show profit, I covered in the article on the difference between ROAS and ROMI.
NegPicker: negative keywords right in the account
A Chrome extension for working with negative keywords. Open the search terms report, click the words you want to exclude, and they’re collected into a separate list. There you set the match type, copy them and add them in bulk at the account, campaign or ad group level. No copying into spreadsheets and no manual formatting.
In the six months since it was published it has been installed 522 times, more than half of them from the US.
The extension is officially published in the Chrome Web Store and has passed all of Google’s reviews. No data leaves your browser.
NegPicker — a free negative keyword extension for Google Ads
Dismiss All Recommendations
The second Chrome extension. One button in the Google Ads interface and every recommendation in the account is dismissed. It’s most convenient from a manager account (MCC): click once and recommendations are dismissed across all client accounts. The optimization score afterwards is 100%.
Functionally it’s more modest than NegPicker and less popular. Essentially, it tidies things up. But if you’re an agency or a specialist with Google Partner status, where the optimization score is one of the program’s requirements, it saves a lot of time.
Install Dismiss All for Chrome
Dismiss All Google Ads Recommendations in 1 Click — Free Chrome Extension
Google AdsTwo Free Chrome Extensions for Google Ads I Built for MyselfNegPicker and Dismiss All Recommendations — extensions for adding negative keywords in bulk and dismissing recommendations in one click.
UTM builder
Nothing innovative, just for convenience. Paste the page URL, pick a template — Google Ads, Google Ads tracking template, Facebook, Instagram, TikTok, email newsletter, Telegram, Microsoft Ads — and the tagged link is built instantly. The builder lowercases the tags, replaces spaces, checks for errors and keeps a history of recent links in your browser.
In audits I regularly see accounts with no UTM tagging at all. Then data about the ads goes nowhere apart from Google Analytics, or only in a very limited way. The UTM builder fixes that in a few clicks.
How to support the tools
Use them freely. If the extensions came in handy, leave a review in the Chrome Web Store: that’s the best thing you can do to help promote them.
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.