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Free Paid Search Tools

The Calculators and Checkers Real Campaigns Need

Most “free Google Ads tool” pages are blog posts pretending to be utilities — three input fields, no calculation, a long article underneath, and a CTA to book a strategy call. The Paid Search Suite is the opposite: twelve focused tools that do the thing they claim, end-to-end, in the browser, with no email gate, no upgrade prompt, and no usage limit.

The tools cover the recurring questions of running a search campaign at any scale. Will this RSA pass character limits and avoid auto-disapproval? What budget do I need to hit my lead target? Did this A/B test win? How well does my landing page reinforce the ad? Each one has its own page, its own keyword target, and its own answer to deliver. Together they cover the day-to-day workflow of building, launching, and optimising Google Ads search campaigns — the parts that don’t need an account login or a paid data feed.

The choice of what to include is deliberate. We’ve kept tools that are useful in isolation and skipped the ones that need third-party data (search volume estimates, competitor benchmarks, real-time rank tracking) because pricing those honestly means charging — and we’d rather build twelve free things well than gate one thing behind a sign-up. The result is a focused toolkit aimed at the practical work, not a marketing surface dressed as utility.

What We Cover

The tools are grouped by what they do — analyse content you already have, calculate the numbers behind a campaign, or generate the assets a launch needs.

Analyse

  • RSA Headline & Description Tester — the marquee. Build a Responsive Search Ad with up to 15 headlines and 4 descriptions. Character counts, repetition warnings, ad-strength score, desktop and mobile previews.
  • Quality Score Estimator — heuristic estimator for the three components Google publishes (CTR, ad relevance, landing page experience). Directional pre-launch check, not a precise prediction.
  • Ad Copy Compliance Checker — flag patterns that trigger Google Ads’ auto-disapproval: superlatives, generic CTAs, ALL CAPS, unverifiable urgency.
  • Landing Page Match Score — fetch your landing URL, score how well the page reinforces the ad and target keyword.
  • Keyword Match Type Tester — paste broad/phrase/exact rules and a query, see what would match.

Calculate

Generate

  • UTM Builder & Decoder — single, bulk, and decode modes. Per-platform templates (Google Ads, Meta, LinkedIn). Better than Google’s official builder.
  • Negative Keyword List Builder — pick an industry vertical, get a sensible base list, customise, export as Google Ads-compatible CSV.

How These Connect to the Rest of the Suites

The Paid Search Suite intentionally overlaps with parts of the SEO Suite where the underlying check is the same — UTM building lives here because that’s where the keyword demand is, but the output is the same standard format that works for organic tracking too. The SERP Preview tool covers organic snippets; the RSA Tester here covers paid ones. The two suites are designed to cross-link rather than duplicate.

Where the boundary holds: search volume, keyword research, competitor bid data, and rank tracking all need paid third-party APIs to be done well. We don’t build those. The big paid platforms (Ahrefs, SEMrush, Search Console for organic, Google Ads itself for paid) own that data. Our suite covers the everything-else.

Where to Start

If you’re running a new campaign for the first time, start with the ROAS Calculator and the Ad Budget Calculator to set your numbers, then the RSA Tester to build your ad assets, then the Negative Keyword List Builder before launch. If you’re optimising an existing campaign, the Quality Score Estimator and Landing Page Match Score are where you’ll find the highest-leverage problems. If you’re calling A/B tests, the A/B Significance Calculator is the single tool that decides whether the result is real.

When the Free Tools Aren’t Enough

Each tool here answers one question well. None of them is a substitute for actually running campaigns and learning from real data. If your account has been live long enough to have meaningful spend and conversion history, our paid search service covers the strategic and ongoing work — keyword expansion, bid strategy, audience layering, creative testing — that a free toolkit can’t.

If a tool you reach for regularly is missing from the suite, tell us — we add to the suites as we identify high-quality additions that fit the “browser-only or thin-server-fetch, no paid data feed” boundary.