Lindsey developed the strategy and framework for a Google Ads Grader designed to help prospective agency clients understand the health, structure, and opportunity within their paid search accounts. The tool was built to evaluate Google Ads performance against meaningful benchmarks, surface areas of inefficiency, and create a clearer path from self-assessment to sales engagement.

The project combined marketing strategy, sales enablement, data analysis, and lead generation. Together, they outlined the grader’s core logic, including comparisons across campaigns, ad groups, keywords, ads, campaign types, quality score indicators, ecommerce versus lead generation models, and industry-specific benchmarks. We also helped define the user journey, requiring prospects to enter their website, Google Ads CID, business type, industry, and contact information in order to receive their results.

Key outcomes included:

• Created a new lead generation pathway centered on Google Ads account analysis.

• Developed the framework for evaluating campaign structure, account complexity, and optimization opportunities.

• Built the strategy around industry-specific and business-model-specific benchmarking.

• Connected the tool to sales follow-up by capturing key prospect information before report delivery.

• Positioned the grader as both a value-added resource for prospects and a qualification tool for the sales team.

• Created a repeatable analysis process to compare grader interactions against commissionable sales opportunities.

• Established a reporting framework to identify overlap between grader users and closed or commission-tracked accounts.

• Supported stronger sales conversations by giving reps a data-backed reason to follow up with prospects.

Takeaway metrics to include once finalized:

• Number of grader submissions or interactions.

• Number of qualified leads generated.

• Number of grader users that became sales opportunities.

• Number of grader users that converted to clients.

• Revenue or commissionable sales tied to grader interactions.

• Conversion rate from grader completion to sales opportunity.

• Conversion rate from grader completion to closed client.

• Top industries or business types represented in grader submissions.

The Google Ads Grader created a scalable way to turn account analysis into a lead generation and sales enablement engine. By combining benchmark-based evaluation with prospect data capture and downstream sales tracking, Lindsey helped bridge marketing engagement with measurable sales outcomes.