See where your ad spend leaked

Drop in a Google Ads performance report, a campaign bulksheet, or both. It reads your real numbers and shows what to fix first — right in your browser.

Drag your CSV here

or choose a file — add one, then the other

? Performance report ? Campaign bulksheet

Works best with a Search Terms or Keyword report (include Cost & Conversions), or a campaign bulksheet with Match type or Bid strategy. Exact steps are in "How to export" below.

Your files are never uploaded or sent anywhere.

What this checks, and exactly how

Check	Needs these columns	Flags when	How it's computed
Wasted spend	Cost, Conversions	Critical ≥30% of spend; Warning ≥15%	Sum cost of rows with Cost>0 and Conversions=0; share = that ÷ total cost
Broad-match exposure	Match type (and/or + Cost, Conversions)	Structure: Critical ≥50%, Warning ≥25% of keywords broad. Performance: broad CPA > 1.3× phrase/exact	Count keywords by match type; CPA = cost ÷ conversions per group; the two files merge into one finding
Maximize-clicks strategy	Bid strategy	Any campaign set to maximize clicks	Match the strategy text; annotate each with real spend + conversions when a performance file is loaded
Budget-capped campaigns	Search lost IS (budget)	Losing ≥10% impression share to budget	Dedupe to campaigns, take the max lost %; show daily budget when a bulksheet is loaded
Low conversion volume	Conversions	Fewer than 30 total in the file	Sum of conversions; below the learning-phase floor
Ad-group bloat	Ad group, Keyword, Match type	Any ad group with 20+ keywords	Group keyword rows by campaign ▸ ad group and count

Thresholds are deliberate rules of thumb for a fast read, not Google-official limits. Everything is computed from the rows in your file — nothing is estimated or fetched.

How to export the right files from Google Ads

Search Terms report (best for spend leaks): click the Campaigns icon in the left nav, then under Insights and reports open Search terms. Set your date range (last 30–90 days), click the download icon at the top right of the table, and choose .csv.
Keyword report: Campaigns icon → Audiences, keywords and content → Search keywords → download icon → .csv. Match type is included by default; add Search lost IS (budget) from the columns tool if you want the budget-cap check.
Campaign report: Campaigns icon → Campaigns → download icon → .csv. Make sure the Cost and Conversions columns are showing before you download.
Bulksheet (structure): in Google Ads Editor, open the Account menu → Export, choose whole account (or selected campaigns), and export to CSV. In Editor Settings, turn on "Include original columns in CSV/ZIP exports" to keep performance data.

Paths follow the current Google Ads interface. If something's moved, search "download search terms report" in Google Ads Help.

Load a file above to run the autopsy.

Found a leak? That's the easy part.

This tool shows what's off. It can't tell you which fix matters most for your business, what the leak is really costing you in lost customers, or what to change first without breaking what works.

That's a 30-minute teardown with someone who's run accounts for 14 years. Send your results and I'll tell you where to start.

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