Draft: hidden from Google until Dan signs it off.
Free tools
Free marketing
tools.
Made by Dan Picken, founder. Last checked 3 November 2026.195 free tools and calculators, each built for one real decision: what a lead is worth, whether an ad is likely to break a platform's rules, how many videos a budget needs, which rules apply to your industry. They run in your browser. No sign-up, and nothing you type is sent anywhere.
Start here
Eleven tools
for any business.
- Does AI recommend your business?Six questions, three stages, one tally. Then the fixes, ranked by where you're missing.
- Score your ad and landing page.Clarity, trust, urgency, friction. Four scores, and the one fix to make first.
- Build a better offer.Six questions, three offers, each with the rule that keeps it honest.
- What is a lead worth to you?Customer profit x close rate x the share you spend. Then check it against the first sale alone.
- AI prompts for your business.Fifteen industries, four goals, three prompts each. Plus the rule your answer must not break.
- Can AI agents read your business?Prices, hours, phone, booking, structured data, images and robots.txt, checked from what you paste.
- Is your ad within the rules?One box, eleven industry settings, and every flag linked to its regulator.
- See your competitors' ads.Up to five competitors, two libraries, one notes table.
- Is your tracking actually working?One paste, four ad platforms plus GA4 and consent, duplicates flagged, fixes ranked.
- Your profile against theirs.You and three competitors, nine visible signals, three fixes.
- How much to spend on marketing.Revenue, margin, stage, industry and where sales come from. A range, a split, and the source behind it.
Why free
Useful first.
Sales second.
Each one answers a question that usually needs a calculator and a call: what a lead is worth, whether a budget can learn, which rule an ad breaks. Putting them online means you can get the answer without talking to anyone. Giving something useful first also happens to be good marketing: it's reciprocity.
Every rule inside them comes from the source, not a summary of a summary: the ACCC for consumer law, Ahpra for health ads, and Google's own documentation for search and AI. Each tool page shows the date it was last checked.
Google asks publishers to make pages for people first, with real effort and original value. A tool that answers a real question is about as people-first as a page gets.
What I see most often
The numbers
nobody has.
The most common gap I find isn't a missing tactic. It's a missing number: what a customer is worth, how many enquiries become sales, what a lead costs. Without them, every budget is a guess. Most of these tools exist to fill one of those gaps.
By topic and industry
Tools inside
the guides.
Most tools sit on the page that explains the decision they help with. Here they all are in one place.
Services
- Review miner What your customers actually say.
- Competitor gap grid Find the gap. Don't copy the leader.
- Content triage Keep it, fix it or let it go?
- Screen copy check Can they read it in a glance?
- Grants compliance check Is your grant at risk?
- In-market calculator How many are buying right now?
- Microsoft Ads sizer Is Bing worth it for you?
- Report check Does your report answer the questions?
- Redirect map check Will your redirects keep your rankings?
- Creative planner How many videos does your budget need?
- Site plan builder Which pages does your site need?
- Partner check Should you trust your white-label partner?
Methods
Psychology
- Anchoring in Marketing Set the anchor before someone else does.
- Authority in Marketing Is your authority checkable?
- Choice Overload Are you showing too many options?
- Ethical Persuasion vs Dark Patterns Check your checkout for dark patterns.
- Framing in Marketing Same number. Different frame.
- Loss Aversion in Marketing Gain or loss? Test both.
- Message Match Where does your trail break?
- Reciprocity in Marketing Give first. Make it worth having.
- Risk Reversal Draft a guarantee you can keep.
- Scarcity and Urgency in Marketing Real urgency, or pressure?
- Social Proof in Marketing Which reviews should you show?
Worked examples
Central Coast
E-commerce
- Store month plan Tick it off as you go.
- Sale and claim check Would your sale survive a complaint?
- AI shopping readiness Can AI tools recommend your products?
- Budget from your goal Work backwards from the sales.
- Store teardown One store, six places it leaks.
- Campaign set-up check Performance Max, Shopping, or both?
- Free shipping threshold check Does free shipping pay for itself?
- Marketplace margin What do you keep on each order?
- Where the store loses people Find the step worth fixing first.
- Filter page planner Which filter pages should Google see?
- First-order payback Does the first sale pay for the ad?
Trades and construction
- Your 30 days In the van or on a rain day.
- Ad rules checker What must your ads show?
- The vetting trail Can AI check you out the way a homeowner would?
- Budget from the jobs you want Start with the jobs, not the budget.
- Cost per job What does a job really cost you?
- Review gap How long to catch the top three?
- Quote check Would your quote win the comparison?
- Call set-up What happens when you can't answer?
- Price guide planner Answer the question they ask first.
- Call, form or page? Where should the ad send people?
Health
- Your clinic's 30 days Who does what, week by week.
- Offer terms builder Write the offer with its terms.
- Practitioner name check One person, one name everywhere.
- New patient value What can you pay for a new patient?
- Can I target this? Check a targeting option first.
- Choice gap scorer Where would a patient pick someone else?
- Reply checker Is your reply safe to post?
- Clinic schema builder Tell Google exactly what you are.
- Meta audience check What your ads are built on.
B2B
- Your B2B 30 days Twenty tasks. Tick as you go.
- B2B outreach check Can you send it? Check first.
- AI shortlist test Are you on the AI shortlist?
- Reverse budget Start from the revenue, work back to the budget.
- CRM stage mapper Send the deals back to the ads.
- Lead stage values What is each stage worth to Google?
- Buying group mapper Who's in the room when you're not?
- Audience sense-check Is your LinkedIn audience big enough?
- Comparison page planner Plan the pages buyers compare you on.
Finance
- Ad wording checker Would ASIC flag this ad?
- Your 30 days Check, choose, count, grow.
- Ad line builder Build the small print properly.
- Passage test Would this paragraph survive being quoted?
- Client value What can you pay for one lead?
- Policy pre-flight Which Google rules will this hit?
- Shortlist check Would a careful borrower shortlist you?
- Lead form check Check the form before Meta does.
- Testimonial check Can you use this testimonial?
- Calculator check Is your calculator fit to rank?
Legal
- Lawyer ad checker Check the ad before it runs.
- Your 30 days Risks first. Then volume.
- Expertise wording How to say you're good without saying 'specialist'.
- AI answer test Ask it what your clients ask.
- Matter value calculator What can you pay for an enquiry?
- No win, no fee builder Say what 'no win' really costs.
- First contact check Does your first call prevent a complaint?
- Reply check Before you answer a bad review.
- Which state? Does your page say which law it means?
- Ad hook checker Would this line get through?
Not-for-profit
- Ad Grants value calculator What is your grant actually worth?
- Your 30 days Tick it off. Week by week.
- Conversion picker What should count as a conversion?
- AI answer test Ask the AI what it knows.
- Board case builder What does the spend bring back?
- Donate page grader Would your donate page pass a careful donor?
- EOFY planner Plan June from 30 June back.
- Fundraising by state Where can you fundraise, and how?
- Where your money goes Lead with what a gift does.
- Social issue ad check Will Meta treat it as an issue ad?
- Ask planner Write the ask people pass on.
Education
- Enrolment journey map Four students. Four different clocks.
- 30-day enrolment plan Tick it off, week by week.
- AI answer test Does AI name you?
- Enrolment value What can you pay to win one?
- ATAR week planner Plan December around the dates.
- Shortlist check Are you feeding what parents actually use?
- Visa priority tracker Where are you against your allocation?
- Open day leak Where do open day registrations go?
- RTO ad check Check the ad before ASQA does.
- Course page check Can people, and AI, quote your course page?
- Social age check Can you reach them?
Hospitality
- Booking source mix What each channel really costs you.
- Your 30 days Tick it off, between services.
- Follow-up question test One dinner question, seven searches, one check.
- What a regular is worth Worth more than the bill.
- Regulars switch What if some regulars ordered direct?
- Enquiry leak Where do function enquiries leak?
- Quiet night planner Which nights are worth advertising?
- Menu readiness check Is your menu ready for Google and phones?
- The 10-second test What does a stranger see in 10 seconds?
- Menu compliance check Is your menu up to date with the rules?
- Promotion pre-flight Check it before it posts.
Small business
- Where to start One channel. The right one first.
- Your 30 days Pick a start date. Get a dated plan.
- Ad wording scan Which words need a second look?
- Listings fact match Do your listings agree?
- Test budget How much can you test without a cash squeeze?
- The 30.4 test What will your budget actually buy?
- Verification video planner Plan the 30 seconds before you hit record.
- Review request check Is the way you ask for reviews allowed?
- SEO hours plan What fits in the hours you have?
- Post or boost? Post it, boost it, or run an ad?
- Profile or website? Do you need one, and do you own it?
Coaching
- Full-calendar maths How many clients do you actually need?
- Your 30 days Tick it off. One week at a time.
- Rules finder Which rules apply to you?
- Coach fact sheet Facts AI can repeat.
- Client value What a client is worth, and what an hour earns.
- Fit call leak finder Where do your fit calls leak?
- Ad copy check Will your ad get rejected?
- Proof gap check Can a stranger check you out?
- Sponsor map Who actually signs off?
- Findability check Can Google and AI find you?
Questions
people ask.
Are these tools really free?
Yes. No sign-up and no email needed. They run in your browser, and nothing you type is sent anywhere unless you choose to send me a result.
Do the tools use AI?
No. They're calculators and checklists built from published rules and research, each linked on its page. The AI visibility check opens ChatGPT or Perplexity for you, but the tool itself doesn't call any AI service.
How accurate are they?
As accurate as the numbers you put in. The rules behind each tool are checked against the official source, with the date on the page. Treat every result as a starting point, not a verdict.
Can you run the numbers for me?
Yes. Every result has a button to send it to me, and the free audit covers the same ground for your accounts.
Rather I looked
at it for you?
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.