Brand Bid Decider

Free, no signup. Compare Ads performance with organic brand visibility. The output is a modeled test recommendation, not a claim of incrementality.

Built by Patrick Stox

Paste Ads search terms first, then GSC Queries. Separate data sets with a line containing ---. Files never leave your browser.

Local data

Saved targets, named lists, and recent check summaries remain only in this browser.

Runs entirely in your browser — nothing you paste is uploaded or stored. Anonymous run-level outcome counters may be used for aggregate research; URLs, domains, IPs, and identifiers are never included, and no statistic is released below 100 runs.

Feedback
Report a bug

Found something broken in Brand Bid Decider? Let us know what happened — this goes straight to a private triage queue, not a public list.

What will be sent 
 No tool inputs, uploads, pasted source, complete results, query parameters, or URL fragments are attached automatically. You can edit or remove the selected passage above. Browser and anti-abuse metadata is processed for spam prevention. 
  
 
  
 
 
  
 
 
   
 
How to use it
 
  1. Paste an Ads search-terms table containing Search term, Cost, and Conversions.
  2. Add ---, then paste an aligned GSC Queries table.
  3. Select Analyze and review the verdict, organic CTR, expected CTR, cost, and conversions for every Ads term.
  4. Use eligible rows to design a geo or time holdout. Do not pause campaigns from the model alone.
 
Example scenario Illustrative data
 
These fictional metrics show how a candidate is expressed; they do not claim an incremental savings result.
 
Termacme analytics
Verdicttest-pausingOrganic evidencePosition 1.2 · CTR 42%Paid evidence$320 cost · 18 conversions
Reason: organic is effectively first and clears the modeled CTR, so test a controlled pause for cannibalization.
 
What the simulation shows
 
Test-pausing means the organic rank and CTR thresholds were met. Run-holdout means the evidence is ambiguous. The engine also defines defend-brand for supplied competitor overlap, but this page does not collect competitor terms and therefore cannot return it. Organic and expected CTR are decimals; cost and conversions are retained from the Ads row.
 
How it works
 
Ads and GSC rows are joined by exact normalized query text. The tool calculates organic clicks divided by impressions and compares that with the shared position-based CTR estimate. A row qualifies for a pause test only at position 1.5 or better and at or above expected CTR. The holdout illustration uses the imported click and conversion totals, assumes the export covers 30 days, and discloses that period assumption so you can adjust it to the actual range.
 
Features
  • Conservative verdicts with the reason and underlying metrics.
  • Exact normalized query join with no opaque semantic matching.
  • Browser-only processing and required-column checks.
 
Limitations
  • No competitor-presence, profit, impression-share, device, or geo inputs in the current UI.
  • The holdout is a planning illustration, not account-specific power analysis; correct its disclosed 30-day assumption when your export covers a different period.
  • Average position and modeled CTR can hide SERP-layout and query-mix differences.
  • A clean test still needs conversion lag, seasonality, brand safety, and sample-ratio checks.
 
Frequently asked questions
When does the tool suggest testing a brand-ad pause?
It suggests a controlled pause when the exact normalized GSC queryA free Google service that reports how a site performs in Google Search and surfaces problems with how Google crawls, indexes, and serves it. It's first-party data straight from Google — but you don't need it to appear in results. averages position 1.5 or better and its organic CTR meets or exceeds the modeled CTR for that position.
Does the Brand Bid Decider prove paid search cannibalization?
No. It identifies test candidates. Only a well-designed holdout can estimate how many paid clicks or conversions are incremental.
Why do most rows say run a holdout?
The result stays cautious when organic rank or CTR does not clear both thresholds, or when an Ads term has no exact normalized GSC match.
Does the tool detect competitor ads?
Not in the current page workflow. The engine supports a competitor-presence input, but this UI does not collect it, so it cannot produce a defend-brand verdict from these two exports alone.
Should Ads and GSC exports use the same date range?
Yes. Align dates, geography, device, and search scope as closely as possible before comparing performance.
 
 
Next stepLanding-Page Mismatch Finder — verify it with a direct check.

Explore more
ToolPPC → SEO Arbitrage PrioritizerToolAuction Insights Trend VisualizerToolBrand/Non-Brand SplitterArticleSEO Due Diligence for M&AArticleHTTPS for SEOArticleIndexing
 
 
 
Feature requests for Brand Bid Decider
 

Upvote what you want most. New ideas can be submitted from the floating Feedback menu;
      requests appear here once approved, and the most-wanted rise to the top.

   
Loading…
  
  ➕ Request a feature   
New requests are reviewed before they appear here.
 
     
  
  
 
 
 
 
     
       
 
Common issues & how to fix them
  
     
  •  Information Paid brand traffic overlaps a strong organic result Fix: Run a geo or audience holdout that pauses brand ads only where organic position and CTR are already strong, then compare total incremental conversions—not channel-reported clicks. 
  •  Warnings Paid brand incrementality is unproven Fix: Keep bids stable while running a powered holdout with conversion lag and seasonality controls; change spend only after measuring total incremental outcomes. 
  •  Warnings Competitor pressure argues against pausing bids Fix: Keep defensive coverage on contested brand queries and test narrower match, geography, device, or schedule reductions instead of a full pause. 
  •  Warnings Organic coverage is too weak to reduce bids Fix: Improve the brand result’s ranking, snippet, sitelinks, and landing-page coverage before testing lower paid-brand exposure. 
    •