See where your Google Ads spend leaked
Drop in a Google Ads performance report, a campaign bulksheet, or both. Ad Spend Autopsy 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
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.
Export your report
Download a Search Terms, Keyword or Campaign CSV, or a bulksheet from Google Ads Editor.
Drop it in
Everything is parsed locally in your browser. Your account data never leaves your device.
See the leaks
Get prioritised findings — wasted spend, broad-match, budget caps — and what to fix first.
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.
Get a teardownDM @AdSpendAutopsy
A free Google Ads audit that respects your data
Ad Spend Autopsy is a free, browser-based Google Ads audit tool that turns a raw CSV export into a clear picture of where your budget is being wasted. Instead of a generic checklist, it reads your actual Search Terms, Keyword, Campaign or bulksheet data and surfaces the issues that quietly drain PPC budgets — spend on zero-conversion search terms, over-exposure to broad match, campaigns stuck on Maximize clicks, budget caps throttling your winners, thin conversion volume, and bloated ad groups.
Because everything runs client-side, your account data never touches a server — making it safe to run on real client accounts. Use it as a fast directional self-check before a deeper review, then book a teardown if you want prioritised, business-specific fixes.