Without an analysis, you/us/whoever you hire is flying completely blind, at night, in a thunderstorm. Google Ads (all PPC) is a bidding environment. It never makes sense to budget more than you have to, and it certainly makes no sense to compete in an arena you cannot or choose not to afford. Think of the initial analysis like you would a set of x-rays, your eyes, and an explorer during an initial analysis of a patient’s oral health. You wouldn’t start treatment without a thorough exam. It’s the same with digital marketing.