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The River Stone toolkit

Free calculators, scorecards, and frameworks to diagnose your Google Ads account. Built for operators who want real numbers, not vanity metrics.

5 free tools · no login Built on PPC Mastery methodology Used by real operators

Tools that actually help you think

Most "marketing calculators" are lead magnets dressed up as tools - a box, a form, a generic number. These are different. Each one is built from the same framework we use when auditing real client accounts. Use them for yourself. Use them on prospects. Use them to pressure-test your own assumptions.

Calculators

Get your numbers right

2 tools

The math behind profitable Google Ads. Start here if you have never calculated your break-even ROAS or your real LTV-adjusted CPA.

CALCULATOR 60 seconds

Break-Even ROAS Calculator

Find the minimum ROAS you need to stop losing money, and the target ROAS you need to actually profit. Four inputs, six outputs, no guessing.

  • AOV, margin, profit target, conversion rate in
  • Break-even ROAS, target ROAS, max CPA, max CPC out
  • Best for: any ecommerce or B2B operator
Open calculator
NEW · FEATURED 3-5 minutes

Ecommerce Unit Economics Calculator

The definitive 3-level calculator. Start with break-even ROAS, unlock LTV-adjusted CPA, then see blended metrics like MER, nCAC, ncROAS, and POAS.

  • Progressive - open one level or all three
  • LTV-adjusted CPA reveals true bidding ceiling
  • POAS, MER, nCAC - the metrics that matter at scale
  • Best for: ecommerce brands spending $10k+/month on ads
Open calculator
Scorecards

Diagnose what's actually broken

2 tools

Your Google Ads account is either profitable or it isn't. When it isn't, the question is which fundamental is broken. These scorecards surface the answer.

SCORECARD 5-7 minutes

9-Pillar Google Ads Scorecard

Every Google Ads account that fails, fails on one of nine fundamentals. Score yourself across all nine - and find out which pillar is quietly capping your performance.

  • 27 questions across 9 pillars
  • Radar chart + per-pillar breakdown
  • Built on PPC Mastery methodology
  • Best for: operators running ads for 6+ months
Take scorecard
NEW · GRADER 2 minutes

VUUT Irresistible Offer Grader

Your offer defines the performance ceiling of every ad. Score yours on Valuable, Unique, Urgent, Trustworthy - and get specific before/after rewrite examples for your weakest dimensions.

  • 12 questions across 4 VUUT dimensions
  • Specific weak-to-strong rewrite examples
  • Built on PPC Mastery Pillar 1 methodology
  • Best for: any business whose offer has not been audited
Grade my offer
Structure & Planning

Build the right account from day one

1 tool

The best offer and the healthiest unit economics still underperform on the wrong campaign structure. These tools answer the "how should my account actually be built" questions.

NEW · RECOMMENDER 2 minutes

Campaign Structure Recommender

PMax or Standard Shopping? Search or Performance Max? The right answer depends on your tracking, targets, and volume - not someone's best practice. Get a named structure with bid strategies.

  • 7 questions, named campaigns with bid strategies
  • OCT-aware for B2B and SaaS accounts
  • PMax preconditions per PPC Mastery decision trees
  • Best for: anyone restructuring or launching accounts
Get my structure

Not sure which tool to start with?

If you have never calculated your break-even ROAS, start there. If your account is underperforming, take the 9-pillar scorecard. If you suspect your offer is weak, grade it with VUUT. If you are restructuring campaigns, the structure recommender is where to go.

Start with break-even ROAS Diagnose with the scorecard Grade my offer Get a structure recommendation

Want us to do this for you?

These tools show you the gaps. Fixing them is the work. If you want a real audit of your Google Ads account against this exact framework, book a free 20-minute strategy call. We will look at your numbers, not pitch slides.

Book a strategy call →