20 free tools · no sign-up
Free Google Ads, Meta Ads and SEO tools I use myself
The quick checks I run before touching any ad account or website. Search for what you need, or browse by category below.
Start here
The four I'd open first
- Google AdsGoogle Ads budget calculatorPlanning ads? See what a budget buys in clicks and leads.Use tool
- Google AdsROAS calculatorRunning ads already? Check they make money after your margin.Use tool
- SEOFree SEO audit toolPage not ranking? Get the technical and on-page fixes in order.Use tool
- NewBreak-even ROAS and CPA calculatorSelling online? Know the ROAS your ads must beat before you spend.Use tool
20 tools shown
Google Ads tools
Plan budgets, write ads, set bids and block wasted clicks.
- CalculatorGoogle Ads budget calculatorTurn a monthly budget, cost per click and conversion rate into clicks, leads and cost per lead. Presets for law firms, med spas and limo companies.Google AdsUse tool
- CalculatorROAS calculatorWork out ROAS, your break-even ROAS and the profit left after ad spend, using your real margin.Google Ads · Meta AdsUse tool
- GeneratorGoogle Ads headline generatorWrite 15 headlines and 5 descriptions for a responsive search ad from your keywords, offer and selling points, all inside the character limits.Google AdsUse tool
- CalculatorMax CPC and CPA calculatorWork out your break-even CPA from sale value, margin and close rate, then the highest cost per click your conversion rate can support.Google AdsUse tool
- GeneratorNegative keyword list generatorStarter negative keyword lists for law firms, real estate attorneys, med spas, limo companies, plumbers, dentists and SaaS, with a clash check and Editor CSV.Google AdsUse tool
- OrganiserKeyword grouping toolPaste a keyword list and get ad groups by service, location and intent, with duplicates removed and a CSV for Google Ads Editor.Google AdsUse tool
- NewCalculatorCPA and cost per lead calculatorWork out cost per lead, cost per sale or cost per purchase, and what a paying customer really costs once close rate is counted.Google Ads · Meta AdsUse tool
Meta Ads tools
Facebook and Instagram ad maths: costs, delivery and break-even.
- NewCalculatorBreak-even ROAS and CPA calculatorEnter price, product cost, shipping and fees to get the ROAS and the cost per purchase where your ads stop making money.Meta Ads · Google AdsUse tool
- NewCalculatorCPM, CPC and CTR calculatorFill in any two of spend, impressions and clicks to get CPM, CPC and CTR, or plan impressions and frequency from a budget.Meta Ads · Google AdsUse tool
- NewCalculatorMeta Ads budget calculatorPlan a monthly and daily Facebook and Instagram budget from your results goal, size a creative test and map out how fast to scale.Meta AdsUse tool
SEO tools
Audit pages, fix indexing, write better snippets and add schema.
- AuditFree SEO audit toolAudit one page for the on-page and technical basics: title, meta, headings, canonical, noindex, sitemap, alt text, links, schema and speed, with fixes in order.SEOUse tool
- CheckerContent quality checkerPaste your text to check readability, keyword stuffing, repeated phrases, stock AI-style phrases, passive voice and thin sections.SEOUse tool
- CheckerDomain age checkerSee when a domain was registered, how old it is, when it expires, its registrar and nameservers, read from the official RDAP record.SEOUse tool
- CheckerIndexing checkerCheck one URL for the things that stop Google indexing it: status codes, redirects, robots.txt, noindex, canonical and sitemap.SEOUse tool
- CheckerRobots.txt and sitemap checkerValidate robots.txt line by line, test any path for Googlebot, and check your XML sitemaps and a sample of the URLs inside.SEOUse tool
- GeneratorJSON-LD schema generatorBuild valid structured data for a local business, FAQ, service, article or breadcrumb, with notes on what Google requires.SEOUse tool
- PreviewSERP preview toolSee how your title and meta description could look in Google on desktop and mobile, with pixel-width warnings.SEOUse tool
- TrackerGoogle algorithm update trackerGoogle's confirmed ranking updates, pulled from the official Search Status Dashboard and refreshed every hour.SEOUse tool
Tracking & reporting tools
Tag links so every lead arrives with its source, and see where your funnel leaks.
- BuilderBulk UTM builderTag one URL or hundreds with presets for Google Ads ValueTrack, Meta dynamic parameters and email, plus a ready Final URL suffix.Tracking & reporting · Google Ads · Meta AdsUse tool
- NewCalculatorMarketing funnel and conversion rate calculatorSee the conversion rate at each funnel stage, your lead-to-sale rate and what a lead is worth, or work back from a sales goal.Tracking & reporting · Google Ads · Meta AdsUse tool
No sign-up, no email gate
Open a tool and use it. I don’t ask for your email to see the result.
No AI guesswork
Every tool runs on fixed rules and formulas, so the same input always gives the same answer.
Calculators stay in your browser
The calculators, generators and text tools never send what you type anywhere.
Built from real reviews
They are the checks I run at the start of my own Google Ads and SEO work.
How I'd use them together
Running Facebook or Instagram ads? Work out what a sale is allowed to cost with the break-even ROAS calculator before you set a budget, check what results actually cost with the CPA and cost per lead calculator, and use the CPM, CPC and CTR calculator to see whether the problem is expensive reach or an ad nobody clicks.
If you're planning Google Ads, start with the budget calculator to see what a budget buys in clicks and leads, write the ads with the headline generator, then use the ROAS calculator once revenue comes in to check the ads are actually profitable after costs.
Building a new campaign? Group your keywords into ad groups with the keyword grouping tool, block the obvious waste with the negative keyword list generator, set bids from what a client is worth with the max CPC calculator, and tag every landing page with the bulk UTM builder so leads arrive with their source.
For a page that isn't performing, run the free SEO audit to catch technical and on-page problems, then put the copy through the content quality checker for stuffing and filler. Thinking of buying a used domain? The domain age checker shows its registration and archive history.
If a page is missing from Google, run it through the indexing checker first, and check the site-wide rules with the robots.txt and sitemap checker. The JSON-LD schema generator builds structured data once the page can be indexed. Once it's indexable, tidy its title and description in the SERP preview. If traffic changed suddenly, the update tracker tells you whether Google was rolling something out at the time.
The tools give you the numbers. They can't tell you why an account or a site behaves the way it does; that takes someone looking at the real data. That's what my Google Ads management and technical SEO services are for. For worked examples from real accounts, see the case studies or the blog.
FAQ
About these tools
Are these tools really free?
Yes. No sign-up, no email gate and no limits beyond a fair-use cap on the tools that fetch pages from my server: the SEO audit, indexing checker, robots.txt and sitemap checker, domain age checker and the URL option in the content checker.
Which tool should I start with?
For ads, start with the cost side: the CPA calculator tells you what a lead or sale costs today, and the break-even ROAS calculator tells you what it is allowed to cost. For SEO, run the free SEO audit on your most important page first.
Do you store what I enter?
The calculators (budget, ROAS, break-even ROAS, CPA, CPM and max CPC), the SERP preview, the headline generator, the keyword tools, the UTM builder, the schema generator and the content checker (for pasted text) run entirely in your browser. The SEO audit, robots.txt and sitemap checker, indexing checker and domain age checker look up what you enter at that moment and don’t save it.
Why did you build them?
They are the checks I run myself at the start of almost every Google Ads or SEO review. Putting them online saves the back-and-forth, and if the numbers raise a question, you know where to find me.
Where do the benchmark figures come from?
Each figure names its source next to it. The Google Ads benchmarks come from WordStream by LocaliQ, and the update tracker reads Google’s own Search Status Dashboard.
When the numbers raise a question
Want a person to look at it?
The tools show you what is happening. If you want to know why, and what I would change first, I'll review your ad account or site for free.