Langton Tools: Scratching my own 12-year itch

After 12 years of running B2B Google Ads at scale, I reached a point where every software demo ended the same way.

Me: "We have a multi-brand, multi-MCC structure with custom offline conversion tracking and complex seasonal pacing. How does this handle that?"

Vendor: "Um. We have templates for that. But honestly, you're kind of an outlier."

This happened with Optmyzr. With Adroll. With Marin. With smaller PPC management tools I tested. All of them had the same problem: built for the average use case, not for the edge case that's actually where the money is in B2B.

So I stopped waiting for them to build what I needed. I built it myself.

What Langton Tools is

A suite of 21 Chrome extensions and Python scripts designed to fix the specific, structural problems that generic SaaS platforms completely ignore.

Not a general-purpose PPC management tool. Not a generic reporting dashboard. Not a do-everything platform.

Specific tools for specific problems.

A search term validator that runs my proprietary negative keyword logic against your Google Ads UI. A budget pacing system that understands seasonal demand and cross-brand dynamics. An account structure auditor that checks for naming convention violations. A cannibalization monitor that finds when you're bidding against yourself.

Each tool solves one problem that I solved manually for years before realizing I could automate it.

Why I built this

The short version: the tools don't exist.

Optmyzr can send you alerts when your budget is running high. But it can't pace your budget based on seasonal demand multipliers I define in a spreadsheet. So I built that pacer myself.

Most tools have some form of search term analysis. But none of them understand B2B intent the way I do after running this space for 12 years. So I built a search term validator that uses my framework.

I wanted a single dashboard that shows:

• Real-time budget pacing vs. target across all accounts
• Cross-brand cannibalization alerts
• Account structure violations
• Device performance breakdown
• Geographic performance by CPL

No tool does all of that. So I built it.

The irony is that none of these are technically complex. They're just engineering work that nobody thought was worth doing because the market is too niche.

It's not worth building a general-purpose budget pacer for the whole market. But it's absolutely worth building a custom one for a $650K/month operation. Same with the search term validator. Same with the cross-brand monitor.

Generic tools suck at niche problems. So niche problems stay unsolved until someone who understands the niche builds the solution.

How I built this

The traditional way would be:

1. Hire a developer
2. Spend 3 months building
3. Launch with 5 tools
4. Spend 6 months building 16 more
5. Iterate based on market feedback

I did it differently.

Using Claude Code, I built all 21 tools in about three weeks. Not perfect. But working. Auditable. Ship-able.

Each extension or script took between 2-4 hours to build. Most of that was me describing the feature, Claude Code writing the code, me auditing the code for bugs or security issues, and Claude Code fixing them.

The speed unlocked something: instead of building 5 tools and guessing what practitioners needed, I could build all 21 tools and then gather feedback on what actually mattered.

Turns out, the tools I thought would be most valuable (the budget pacer, the search term validator, the cannibalization monitor) are the ones getting the most use. The ones I thought were nice-to-have (like the low-quality-score revenue identifier) are niche but powerful for specific accounts.

I wouldn't have known that if I'd done the traditional 12-month build cycle. I would have guessed wrong and shipped something different.

What's in the box

Core tools (the bread and butter):

• Search Term Negative Keyword Validator (flags false positives against your library)
• Budget Pacing Dashboard (real-time spend vs. target, seasonal aware)
• Cross-Brand Cannibalization Monitor (finds cross-account bids)
• Account Structure Auditor (checks naming conventions)
• Keyword Latency Calculator (shows time from click to conversion)

Advanced tools (for mature accounts):

• Match Type Distribution Analyzer (what's your actual mix)
• Conversion Window Cohort Reporter (when do conversions actually land)
• Device Performance Segmenter (mobile vs desktop breakdown)
• Geographic Performance Breakdown (CPL by region/country)
• Quality Score Debt Identifier (finds high-revenue, low-QS keywords)

Builders tools (if you want to go deep):

• BigQuery Attribution Auditor (checks for GCLID/UTM sync issues)
• Offline Conversion Upload Validator (finds dropped conversions)
• Account-Level Negative Keyword Importer (bulk add negatives across campaigns)
• Historical CPL Tracker (trending over time)
• Bid Strategy Performance Monitor (algorithm health check)

And six more that are either in beta or specific to certain verticals (heavy manufacturing, aerospace, medical device).

Why you should use this

If you're running a B2B account above a certain complexity threshold (roughly $10K+/month, multiple products, or long sales cycles), generic tools are probably making your job harder, not easier.

They push you toward structures that don't fit your business. They optimize against metrics that don't matter. They cost you money through sub-optimal automation.

Langton Tools are built by someone who spent 12 years getting frustrated with those exact problems. Every feature exists because I suffered through the absence of it.

This isn't "we surveyed 100 marketers and built features." This is "I ran into this problem 50 times and finally built a tool to fix it."

Where to get it

Langton Tools is open for installation now. Chrome extensions live in the Chrome Web Store. Python scripts are available on GitHub.

Full documentation is on the website. Each tool has setup instructions, a walkthrough video, and examples of how it's being used in real accounts.

First 100 users get early access to new tools as I ship them (I'm adding about one a week as I get feedback).

The bigger picture

This started as an internal tool suite. A way to solve my own problems and stop paying for software that didn't understand what I was doing.

Then I realized: there are probably thousands of B2B practitioners who have the same problems and the same frustration.

Maybe they're at an agency managing complex accounts. Maybe they're in-house running a niche vertical. Maybe they're building out a B2B media function from scratch and need tools that actually fit the workflow.

All of them are probably using suboptimal tools because the market doesn't build for their specific use case.

Langton Tools is an attempt to build for that case. Not for the average marketer. For the practitioners running the weird, complex, high-margin accounts where precision and structure matter more than scale and automation.

If that's you, I built this for you.