More leads do not always start with more ad spend. Sometimes the next useful step is understanding why existing traffic fails to convert, whether your acquisition costs make sense, or which marketing task deserves attention first.
SW SOFTTECH’s free marketing tools help business owners work through those decisions: a Free Campaign Auditor, a ROAS Calculator, and a Marketing Plan Builder. You can use them without providing an email address and keep your results for your own review.
Which tool should you use first? If you already run ads, start with the Campaign Auditor. If you need to understand revenue against advertising costs, use the ROAS Calculator. If you need direction before launching or changing channels, start with the Marketing Plan Builder.
Three free marketing tools—and the questions they answer
| Your question | Start here | What you receive |
|---|---|---|
| Why are my campaigns missing their targets? | Free Campaign Auditor | Findings based on your report and context, prioritized checks, and a downloadable action list |
| How much revenue do my ads return? | ROAS Calculator | Ad-attributed ROAS or blended MER, plus an optional margin-based break-even calculation |
| What should I focus on next? | Marketing Plan Builder | Three priorities, suggested channels, and a practical four-week starting plan |
These tools support decisions. They do not automatically change campaigns, inspect your ad account, or guarantee leads.
How can you audit an ad campaign for free?
Export a consistent campaign report, check the column mapping, and compare the results with your business targets. SW SOFTTECH’s Free Campaign Auditor accepts CSV or TSV reports, or manually entered totals, and separates measured findings from questions that need further investigation.
Prepare a report that can support a useful answer
Choose one platform, date range, currency, and reporting level. Avoid combining campaign totals with the same campaigns’ ad-level rows: that can count the same spend twice.
Include spend and, where available, impressions, clicks, landing-page visits, conversions, and attributed revenue. Define the conversion you care about. A lead, purchase, and video view are different outcomes, even when a platform labels each one a “result.”
The current upload limit is 2 MB and 3,000 rows. You review the mapping before analysis; native Excel files and screenshots are not supported.
Turn a target gap into a focused investigation
Consider an illustrative US home-services campaign that spends $1,500 and records 30 enquiries. Its cost per enquiry is $50. Against a $35 target, that identifies a measurable gap—but it does not prove the audience is wrong.
If only six enquiries become qualified opportunities, the cost per qualified opportunity is $250. That changes the discussion from “How do we get cheaper forms?” to “Where are unsuitable enquiries entering the process?”
Next checks could include service-area settings, search terms, the advertised offer, qualification questions, and follow-up. Your report helps prioritize that investigation; the actual account and sales records provide the deeper evidence.
For the measurement side, see our guide to Google Ads offline conversion tracking.
Can a campaign audit identify the wrong audience or weak creative?
Campaign totals alone cannot establish either cause. Low click-through rate, high acquisition cost, or missing conversions can have several explanations. The auditor combines your numbers with structured questions about tracking, audience, geography, creative, and landing-page alignment, while labeling reported concerns separately from measured findings.
Google’s Quality Score documentation similarly describes separate diagnostics for expected click-through rate, ad relevance, and landing-page experience. Quality Score is not itself a business-performance KPI.
For a useful next test, identify the evidence you still need. If your ads promise an immediate quote but the landing page asks visitors to book a long consultation, inspect that mismatch. If leads come from outside your service area, inspect actual location settings and geographic reports before blaming the design.
How do you calculate ROAS—and what does it tell you?
ROAS equals ad-attributed revenue divided by ad spend. A hypothetical online store with $12,000 in attributed revenue and $3,000 in advertising costs has a ROAS of 4×.
That means four dollars of attributed revenue per advertising dollar. It does not mean four dollars of profit.
Use the free ROAS Calculator with matching periods, currency, and attribution scope. If you enter total store revenue against total advertising spend, choose blended MER instead of labeling all revenue as ad-attributed.
Check the economics before increasing spend
Suppose that store retains a 30% contribution margin before advertising, after the variable costs included in its calculation. Its variable-cost break-even ROAS is:
1 ÷ 0.30 = approximately 3.33×
At 4× ROAS, the simplified contribution after ads is $12,000 × 30% − $3,000 = $600. This excludes overhead, taxes, and any omitted costs; it is not net profit.
Recent results also need time to mature. Google explains that conversion delay affects reported performance. Avoid treating an incomplete reporting period as a final result.
For an eCommerce follow-up check, our Klaviyo abandoned cart email audit covers another part of the customer journey worth reviewing before adding discounts.
What should a small-business marketing plan include?
A useful starting plan identifies the business goal, current constraints, priority channels, and the next actions. It should help you decide what to do first.
The Marketing Plan Builder uses your answers about your business and goals to suggest three priorities and a four-week starting plan. Download it without an email gate.
For example, a US B2B service business might need to improve lead qualification and follow-up before expanding advertising. An online store might need clearer measurement and stronger retention before increasing acquisition spend. These are planning examples, not promised tool outputs or client results.
The builder does not crawl your website or inspect your CRM. Treat its recommendations as a starting point to validate against your actual business.
Questions business owners ask
Do I need to provide my email address?
No. You can use the tools and download the available plan or audit report without providing an email address. A consultation is optional.
Does SW SOFTTECH receive my campaign report?
The auditor processes report data in your browser. Completion tracking tells our team which tool was used and when; it does not send your report or answers. You choose what to share if you request help.
Will these tools fix my ads automatically?
No. They provide calculations, findings, and suggested next steps. Changes to targeting, tracking, creative, budgets, or landing pages require implementation and subsequent measurement.
Find the gap, then decide what to change
Start with the tool that answers your immediate question. Review the evidence, choose one priority, and define how you will evaluate the change before increasing your budget.
If you want help implementing the findings, discuss your campaign gaps with SW SOFTTECH. Request a free marketing action plan with three priority improvements, recommended channels, practical next steps, and a free consultation covering the paid advertising, measurement, or CRM support your business needs.