Twenty years in digital marketing has produced a lot of hard-won knowledge. We have distilled the most useful parts of that experience into a library of free tools, checklists, and templates — the same resources our team uses internally and sends to clients every month.
Everything on this page is free. No upsells, no drip sequences. Download what is useful, use it, and if you want help implementing what you find, you know where to find us.
Free Google Ads Audit Checklist
Before we take over any Google Ads account, our team runs it through a 50-point audit. This checklist covers campaign structure, keyword match types, Quality Score signals, conversion tracking integrity, landing page alignment, audience setup, negative keyword lists, bidding strategy configuration, ad copy testing frameworks, and reporting setup. If you manage your own Google Ads account, this checklist will show you exactly where the leaks are.
Download Free: Google Ads Audit Checklist →
Med Spa Website Scorecard
We have audited hundreds of med spa websites. The same 20 factors consistently separate the sites that convert at 4-6% from the ones converting at under 1%. This scorecard walks you through every factor — page speed, mobile experience, trust signals, service page structure, schema markup, booking friction, social proof placement, and more. Rate your site honestly and you will know exactly where to focus your next improvement sprint.
Download Free: Med Spa Website Scorecard →
SEO Quick Win Checklist for Local Businesses
Most local businesses are leaving rankings on the table from issues they could fix today — without hiring anyone, without a big budget, and without deep technical knowledge. This 15-point checklist covers the quick wins: Google Business Profile gaps, title tag and meta description basics, missing schema markup types, internal linking errors, page speed quick fixes, local citation inconsistencies, and review strategy fundamentals. Fifteen items. Most take under 30 minutes to address.
Download Free: SEO Quick Win Checklist →
Website Launch Checklist
We use a 75-point pre-launch checklist on every client website. It has caught broken forms, missing canonical tags, unoptimized images, misconfigured redirects, missing Google Analytics setup, staging content left on production, and dozens of other issues that would have gone live and caused problems. If you are launching or relaunching a website, go through every item on this checklist before you flip the switch.
Download Free: Website Launch Checklist →
PPC Budget Calculator
One of the most common questions we get from new clients: how much should I spend on Google Ads? The answer depends on your industry, location, target cost per acquisition, and monthly lead goals. Our PPC Budget Calculator takes your inputs and outputs a recommended starting budget with projected impression share, expected click volume at your market CPC, and a realistic lead volume range. It will not give you a magic number — but it will give you a defensible starting point with the math behind it.
Download Free: PPC Budget Calculator →
Monthly SEO Report Template
This is the exact report format we send our retainer SEO clients every month. It covers: organic traffic trends (sessions and users), keyword ranking movement for the top 20 target terms, Google Business Profile metrics (calls, direction requests, website clicks), new backlinks acquired, content published in the period, technical issues identified and resolved, and a plain-English summary of what moved and why. The template is built in Google Sheets and connects directly to Google Search Console and GA4 via standard exports. If you are reporting SEO results to a client or a boss, this template makes you look thorough without requiring hours to populate.
Download Free: Monthly SEO Report Template →
Why We Give These Away
We give these resources away because the people who get the most value from them are exactly the kind of businesses we want to work with. If you work through the Google Ads Audit Checklist and find six problems in your account, you have two options: fix them yourself (great — that is what the checklist is for), or call us to fix them for you (also great). Either way, you are better off than you were before you downloaded it.
The businesses that become long-term clients are not the ones who need to be sold. They are the ones who find us through content like this, see that we know what we are talking about, and reach out when they are ready. We have been building derickdowns.com as a content-first business for over a year, and it works. These resources are part of the same philosophy.
If you want to explore what a working engagement with our team looks like, the contact page is the right place to start. We offer free consultations for qualified businesses and will tell you honestly if we think we can move the needle for you.
All resources are being finalized and will be available for direct download shortly. In the meantime, use the buttons above to register your interest and receive each resource directly — Derick will send it to you personally.
Frequently Asked Questions About These Resources
Are these resources really free?
Yes. No credit card, no trial subscription, no recurring charge. We ask for your contact information so we can send you the resource and follow up to see if it was useful. That is it.
Who are these resources designed for?
The Google Ads Audit Checklist and Monthly SEO Report Template are most useful for marketing managers, agency owners, and in-house teams who are already running campaigns. The Med Spa Website Scorecard is specific to aesthetic practices. The local SEO and website launch checklists are useful for any small business owner doing their own marketing.
Can I use these resources with my own clients?
Yes, with attribution. If you are using the Monthly SEO Report Template or the Google Ads Audit Checklist in a client-facing context, we ask that you keep the Downs Agency attribution in the footer. If you want an unbranded version for your agency, reach out and we can discuss licensing.
Will you keep sending me emails after I download?
We will send you the resource and one follow-up to ask if it was useful. We do not run aggressive nurture sequences because we do not like being on the receiving end of them.
How often do you update these resources?
We update the checklists and templates whenever there is a meaningful platform change that affects the underlying advice. The Google Ads Audit Checklist gets reviewed after every major Google Ads interface update. The SEO report template gets updated when GA4 or Search Console changes their export format.