The checklist we run before touching anything.
Every account we take over goes through the same sequence, in the same order, before a single bid changes. It is on this page in full. Work through it yourself, or take the AI assistant built on it and have it walk you through.
Four phases. The order is the method.
Most audits are a flat list of a hundred findings. This is four phases where each one is worthless until the one before it is done, which is why it is short.
Phase one: is the measurement real?
Nothing below this matters if the numbers lie. Check that conversions are counted once rather than duplicated across tags. Check the values are real revenue rather than a placeholder someone set in 2023. Check brand traffic is separated, because counting people who searched your name as acquisition makes any account look excellent. Check consent mode is not silently dropping conversions. Almost every account fails at least one of these, and every decision made above a broken number inherits the error.
Phase two: does the structure match the business?
Campaigns should split where the economics split. Products with different margins sharing one ROAS target means one of them is losing. Brand should be its own line so you can see what was actually new.
Phase three: what is the money buying?
Read the search terms, all of them, not the top twenty. Sort into buying intent, research, and irrelevant. Negative the third group before adding budget anywhere.
Phase four: only now, scale
Raising budget on an account that cannot tell good spend from bad just buys more bad spend faster. Once the measurement is honest, the structure fits and the waste is cut, scaling works. Before that, it is the most expensive way to discover a problem you already had.
The same checklist, with the tedious part removed.
The list above is the thinking. The assistant is the version that reads your account and does the sorting.
- 01
Connects to your account
Read access to Google Ads, Search Console and Analytics. Your credentials, your machine, nothing routed through us.
- 02
Runs the four phases
Pulls the numbers each phase needs instead of asking you to export them.
- 03
Sorts the search terms
The most tedious job in the list and the one most people skip. It does the first pass, you make the calls.
- 04
Writes the findings up
A first draft of what is wrong and in what order. First draft, not final, and knowing the difference is most of using it well.
The same method, run for money.
This checklist is not theory. It is the opening sequence on the accounts in these case studies.
Are we starting to cook here, or am I getting ahead of myself? Honestly, I'm happy with all of this.
I really enjoy working with Igor. Super knowledgeable, fast, and he takes initiative. Easy to reach, always brings smart strategies, and he built us a full AI dashboard where every result is easy to read. We speak weekly. I'd recommend working with him to anyone.
E-commerce · Truck, van & 4x4 accessories
E-commerce · Fashion
E-commerce · Bathroom furniture
Three honest reasons there is no price.
Proof beats margin right now
Etari Digitals is early enough that people using the system and telling us where it breaks is worth more than a licence fee.
The checklist is not the moat
Knowing what to check has never been the hard part. Doing it every month, on time, is, and that is what people eventually pay for.
It is genuinely free
No card, no trial clock, no feature behind an upgrade. Nothing expires if you never come back.
Or have us run it.
If the checklist showed you the size of the job, Google Ads management is the same system with an operator on it.
Same idea, other channels.
The free SEO checklist
What to fix before writing anything, and why publishing into a broken foundation wastes six months.
Free →The free AEO checklist
What decides whether a machine quotes you rather than just ranks you.
Free →The AI Marketing Assistant
The whole operating system rather than one channel. Also free.
Free →Questions, answered.
The ones that come up before people take it.
01Why is the checklist on the page instead of behind the form?
Because a checklist nobody can read is not useful to anyone, including us. Gating it would earn a few email addresses and cost the page any chance of being found, which is a bad trade. The download is behind the form because a file is a different thing from a page, but the thinking is all here.
02Is the assistant actually free?
Yes. No card, no trial period, nothing locked behind an upgrade, and nothing expires if you never open it again. It is free because feedback from real use is worth more to us at this stage than the licence fee would be.
03Do I need to be technical?
You need to be comfortable following a setup guide and using a terminal for the first time. The handbook assumes you have never done either. The Google Ads knowledge matters more than the technical part.
04Where does my account data go?
Nowhere near us. The assistant runs on your machine with your credentials, connected directly to your accounts. There is no middle layer collecting anything, which is a property of how it is built rather than a promise.
05Will this replace an agency?
For a small account run by someone willing to do the work every month, often yes, and we would rather say that than pretend otherwise. What it will not do is notice a problem nobody told it to look for. That is where an operator earns their fee.
Take the assistant. Free.
Your email and we send the download plus the setup handbook. One per business. No card, and nothing expires.
The checklist is above. The assistant runs it with you.
Take it, run it on your own account, and keep it. If you would rather we ran the account, that offer is on the services page.