professional
The Scaling Roadmap
14 modules. 7 case studies. 10 templates. Every threshold documented from 160+ accounts across $20K-500K/month spend levels.
$497View →
73% of operators we audit can't answer "what does good look like?" for their own account. That's not a data problem. That's a decision problem.
You fixed the tracking. You optimized the feed. You built the campaigns. Now you're staring at dashboards wondering what any of it means - and whether the numbers warrant action or patience. The P.U.L.S.E. Protocol turns Google Ads data into decisions. 30 minutes a week. 12 chapters. From 200+ account audits and $120M+ in managed spend.
30-Day "Find Your Blind Spots" GuaranteeSecure checkout via StripeLifetime access
0+
$0M+
0-chapter
0 min/week
The Dashboard Isn't the Problem. You Are.
You open Google Ads every morning. Impressions, clicks, conversions, ROAS. The numbers are all there. But "there" is a spreadsheet with 47 columns and zero context for what requires action versus what requires patience.
So you react. CPC spiked 18% yesterday - pause that keyword. ROAS dropped below 3x on Tuesday - cut the budget. Campaign only has 4 conversions after 7 days - kill it. Except that keyword was your best converter on a 14-21 day purchase cycle. That ROAS dip was a Thursday blip in a profitable weekly trend. That campaign you killed at day 7? It converts at day 14-21 for your price point, and you just reset the learning phase for the third time this quarter.
We audited an outdoor gear brand spending $40K/month. They were killing campaigns after 7 days that historically converted between day 14 and 21. Three profitable campaigns buried in premature kills over a single quarter. Their best-performing product group was hidden inside aggregate Shopping data - profitable at the product level, invisible at the campaign level. And a budget-constrained campaign running at 65% impression share? That was actually their highest-ROAS performer. They were starving it to fund campaigns with shinier top-line numbers.
This is the pattern across 200+ audits: operators drowning in data and starving for decisions. The dashboards aren't broken. The diagnostic framework is missing.
How the P.U.L.S.E. Protocol Works
Step 1
Performance Mapping
Classify every metric in your account into three tiers: vanity (impressions, clicks - context only), diagnostic (CTR, CPC, quality score - directional signals), and decision (ROAS, CPA, profit contribution - action triggers). Most operators treat all metrics equally. This stage eliminates 60% of the noise by defining what actually matters for your business. Deliverable: your personalized 3-tier metric map.
Step 2
Understand Metrics
Channel-specific analysis frameworks for Shopping, Search, PMax, and Demand Gen. Each channel has different health indicators, different optimization levers, and different time horizons. A 2.5x ROAS in Shopping means something completely different than 2.5x in Demand Gen. This stage gives you the diagnostic lens for each campaign type. Deliverable: channel scorecards with benchmarks.
Step 3
Leverage Insights
Turn patterns into action triggers. When metric X crosses threshold Y in context Z, take action A. No more "ROAS dropped, what do I do?" Instead: "ROAS dropped 15% over 7 days with stable conversion volume - check auction insights for competitive pressure before adjusting bids." This stage converts observations into a decision tree. Deliverable: your action trigger library.
Step 4
Systematize Cadence
Weekly 30-minute diagnostic plus monthly deep dive. The weekly check covers 5 metrics in a specific sequence. The monthly review covers budget reallocation, audience refresh, and competitive positioning. Most operators either check daily (reactive) or monthly (too late). This cadence hits the sweet spot. Deliverable: your diagnostic calendar with checklists.
Step 5
Execute Optimizations
Recovery playbooks for 6 common crises: sudden CPC spike, ROAS collapse, conversion volume drop, impression share decline, quality score degradation, and learning phase reset. Each playbook is a decision tree - not a list of things to try, but a branching diagnostic that isolates the root cause in 15 minutes. Deliverable: 6 laminated-style recovery flowcharts.
The Google Ads Reporting Playbook
12 chapters. 200+ accounts' worth of diagnostic patterns. Every framework, checklist, and recovery playbook documented.
This is the exact P.U.L.S.E. Protocol we run internally on every account we manage. Same metric classification system. Same weekly checklists. Same recovery playbooks. Same decision triggers. The only difference is you're running it instead of paying us $3,000-5,000 for a quarterly diagnostic engagement.
You'll go from "the numbers moved but I don't know what to do about it" to a 30-minute weekly diagnostic that catches problems before they compound and surfaces scaling opportunities you're currently missing in aggregate data.
Before and After the P.U.L.S.E. Protocol
Before
- Staring at dashboards wondering what's important
- Killing campaigns at day 7 that convert at day 14-21
- Reacting to daily fluctuations instead of weekly trends
- Best products buried in aggregate Shopping data
- Budget-constrained top performers starved for spend
- "ROAS dropped" with no idea what to do next
- Monthly reporting as an afterthought (or never)
After
- Traffic light system: green/yellow/red per metric in 30 minutes
- Conversion delay awareness prevents premature optimization kills
- Systematic cadence separates noise from signal
- Product-level performance tiering surfaces hidden winners
- Budget pacing analysis identifies your highest-ROI reallocation moves
- Decision tree: isolate cause in 15 minutes, execute recovery playbook
- Weekly 30-minute diagnostic + monthly deep dive on a fixed calendar
What Changes When You Have a Diagnostic Framework
Diagnostic Speed and Decision Quality Across 34 Accounts
| Metric | Before (median) | After 90 days (median) | Improvement |
|---|---|---|---|
| Time to detect performance issues | 11 days | 2.5 days | -77% |
| Premature campaign kills per quarter | 4.1 | 0.6 | -85% |
| Budget reallocation frequency | Quarterly (reactive) | Monthly (proactive) | 3x more frequent |
| Weekly diagnostic time | 2.5 hours (unfocused) | 30 minutes (structured) | -80% |
Budget Efficiency and Scaling Outcomes
| Metric | Before (median) | After protocol (median) | Improvement |
|---|---|---|---|
| Budget trapped in underperformers | 28% of total spend | 11% of total spend | -61% |
| Profitable campaigns identified as "failing" | 2.3 per quarter | 0.3 per quarter | -87% |
| Scaling opportunities surfaced per month | 0.4 | 2.1 | +425% |
| Effective ROAS (after reallocation) | 2.4x | 3.2x | +33% |
Composite data from 200+ audits across e-commerce, lead gen, and SaaS verticals.
What's Inside
See What's Inside
An agency diagnostic engagement runs $2,000-5,000. A fractional analyst costs $3,000-6,000/month. The P.U.L.S.E. Protocol costs $197 once and teaches you to run your own diagnostics permanently.
30-Day "Find Your Blind Spots" GuaranteeSecure checkout via StripeLifetime access
Five Bonuses Included
Value: $47
Bonus 1: Weekly Optimization Checklist
The printable 5-check protocol from Chapter 9 in a standalone format. Open tabs, apply filters, compare metrics, log findings, escalate issues - all on one page. Designed to live next to your monitor. Laminate it, pin it, screenshot it. 30 minutes every Monday morning. No thinking required about what to check or in what order.
Value: $97
Bonus 2: Monthly Deep Dive Template
A pre-built spreadsheet template for the monthly review from Chapter 10. Pull 30-day data into the template, and it auto-calculates budget reallocation recommendations, flags campaigns that need creative refresh, and highlights competitive shifts. Includes conditional formatting (green/yellow/red) so the output is visual, not numerical. Set up once. Use every month.
Value: $47
Bonus 3: Account Health Diagnostic Scorecard
The scoring framework from Chapter 2 as a standalone tool. Rate your account across 8 health dimensions with weighted scoring. The scorecard outputs an overall health grade (A through F) and prioritizes the 3 highest-impact fixes. Run it on day one to establish your baseline. Run it monthly to track improvement. Takes 20 minutes.
Value: $97
Bonus 4: Recovery Decision Trees
All 6 crisis flowcharts from Chapter 11 as standalone visual decision trees. Print-ready format. Each tree starts with the symptom (e.g., "CPC spiked 20%+ in 48 hours") and branches through diagnostic questions to isolate root cause and recommended action. Designed for the moment when something breaks and you need a systematic response, not a guess.
Value: $47
Bonus 5: Metric Benchmarks by Industry
Benchmark ranges for all decision-tier metrics across 12 industries, compiled from 200+ audits. CTR, CPC, conversion rate, ROAS, CPA, impression share - with ranges for "healthy," "needs attention," and "critical." Stops you from comparing your DTC skincare account to SaaS benchmarks you found on a blog. Updated annually.
What This Is (and Isn't)
What This Is
- A practitioner diagnostic framework from 200+ real account audits
- A 30-minute weekly system - not a 3-hour reporting marathon
- Channel-specific analysis for Shopping, Search, PMax, and Demand Gen
- Decision triggers that tell you exactly when to act and when to wait
- Recovery playbooks for the 6 most common Google Ads crises
- Tool-agnostic - works with Google Ads, Google Sheets, Looker Studio, or any BI platform
- Templates and checklists you'll reuse every week and every month
What This Isn't
- A generic "how to read Google Ads" dashboard tutorial
- Theory without application (every chapter has a deliverable you'll build)
- A replacement for campaign strategy (this is diagnostics and optimization, not campaign creation)
- Software or a SaaS tool (this is the framework - your existing tools handle the data)
- Something that requires special tools or paid subscriptions beyond Google Ads
- A one-time audit (the P.U.L.S.E. Protocol is an ongoing diagnostic practice)
- A shortcut for accounts with broken tracking (fix tracking first - our Attribution Clarity Blueprint handles that)
Is This For You?
This is for you if:
- You're running Google Ads but can't confidently say what "good" looks like for your account
- You check dashboards daily but make optimization decisions based on gut feel
- You've killed campaigns prematurely and suspected it afterward
- Your reporting is reactive - you notice problems weeks after they start
- You want a structured weekly cadence instead of ad-hoc dashboard browsing
- You manage Shopping, Search, PMax, or Demand Gen campaigns (or any combination)
- You're willing to invest 30 minutes per week in a systematic diagnostic process
- You're spending $5K+/month and want to make every dollar more accountable
This is NOT for you if:
- You haven't launched Google Ads campaigns yet (build first, then diagnose)
- Your tracking is broken (fix that first - the Attribution Clarity Blueprint is designed for that)
- You want someone to do the optimization for you (our DFY services handle that)
- You're looking for campaign creation or strategy guidance (this is diagnostic, not generative)
- You only run one small campaign with under $2K/month spend (the cadence is designed for multi-campaign accounts)
Everything You Get
12-Chapter Reporting Playbook (P.U.L.S.E. Protocol)$997
Weekly + Monthly Diagnostic Frameworks$300
6 Recovery Playbooks with Decision Trees$200
Competitive Intelligence from Data System$150
Budget & Bidding Intelligence Framework$150
BONUS: Weekly Optimization Checklist$47
BONUS: Monthly Deep Dive Template$97
BONUS: Account Health Diagnostic Scorecard$47
BONUS: Recovery Decision Trees$97
BONUS: Metric Benchmarks by Industry$47
30-Day "Find Your Blind Spots" Guarantee
Run the P.U.L.S.E. Protocol on your account. Complete your first weekly diagnostic using the 5-check protocol. If you don't identify at least 3 optimization opportunities you weren't aware of - budget reallocation moves, premature kills to reverse, scaling candidates you'd missed - email us for a full refund.
Frequently asked questions about The Google Ads Reporting Playbook
Stop Staring at Dashboards. Start Making Decisions.
The data is already in your account. The P.U.L.S.E. Protocol is the diagnostic layer that turns it into action - 30 minutes a week, every week.
30-Day "Find Your Blind Spots" GuaranteeSecure checkout via StripeLifetime access
The Google Ads Reporting Playbook
Complementary products
These pair well with what you're looking at.
core
The Attribution Clarity Blueprint
8 chapters distilled from 160+ attribution audits across accounts spending $3K-500K/month over the past 8 years - reconciling GA4, Google Ads, and Shopify into one dashboard.
$197View →
starter
The Account Health Scorecard
Score your Google Ads across 5 pillars - campaign architecture, extensions, negative keywords, conversion setup, and budget health. The same framework from 400+ account audits, now yours to run.
$47View →