Free Google Ads tools

Pick your keywords

Before you pay for a click, check what the searcher actually wants and get your lists ready.

• Keyword intent checker : The buying probability of up to 10 keywords, estimated by a decision model.
• Keyword mixer : Combine 2 to 4 word lists and get every combination, in the match type you need.
• Match type generator : Your keywords in broad, "phrase" and [exact] match, cleaned up and ready to paste.

Block clicks with no buying intent

Negative keywords stop you from paying for searches that will never turn into a sale.

• Negative keyword lists : One common list and 8 industry lists of negative keywords, ready to copy or export.
• Negative keyword conflict checker : Find the keywords your own negatives block.
• Search terms report analyzer : The words in your report that cost money without converting, plus a negative list to import.

Write and track the ad

Preview the ad and set up its tracking before it goes live.

• Ad preview : Desktop and mobile mockup, character counters, keyword check in headlines.
• UTM builder : URL with UTMs, plus a tracking template and final URL suffix with ValueTrack parameters.

Set the budget

Start from your own numbers to know how much to spend and how high to bid. To put a figure on what clicks with no buying intent already cost you, see also the wasted spend calculator.

• Budget calculator : Budget, clicks, conversions and cost per conversion, both ways.
• ROAS calculator : Actual ROAS, break-even ROAS, max CPA and max CPC.

Why these tools are free

Each tool does one job, using the keywords, lists and numbers you give it. Everything runs in your browser and your files are never uploaded. The one exception: the intent checker sends the keywords you type, and nothing else, to the decision model that estimates their intent.

These tools cover what you can judge without reading Google. To know whether a keyword deserves your budget, you have to look at what Google shows for it (ads, comparison sites, articles) and check it against what you sell. That is what Should I Bid’s intent analysis does.

The full verdict, keyword by keyword

Should I Bid reads the Google results page for each keyword, checks it against your offer and tells you where to bid, what to test and what to skip. 5 free analyses to try it out.

Try it for free · See how the analysis works

Frequently asked questions

Are these Google Ads tools really free?

Yes. No account or credit card is required, and the calculators have no usage limit. Only the intent checker is capped, to prevent abuse.

Is my data sent anywhere?

Not for nine tools out of ten: everything is computed in your browser, including the analysis of your search terms export. The intent checker sends the keywords you type to a decision model. Nothing else is sent.

Do I need to connect my Google Ads account?

No. The tools work on what you paste or drop in: keywords, numbers or a Google Ads CSV export.

How is this different from a Should I Bid analysis?

The free tools judge words, lists and numbers. A Should I Bid analysis reads the real Google results page for each keyword and checks it against your offer. It returns a score out of 100 and a verdict: Bid, Test or Skip.

Do these tools work for Microsoft Advertising too?

Mostly: match types, negative keywords, UTM parameters and budget math follow the same logic. The character limits and ValueTrack parameters described here are Google Ads ones.