The Top 10 PPC tools for managing and automating campaigns in 2025
With PPC software evolving faster than ever, marketers have more options than they know what to do with. From AI-powered bidding to cross-channel reporting, here’s how Adzooma stacks up against the competition.
With PPC software evolving faster than ever, marketers have more options than they know what to do with. From AI-powered bidding to cross-channel reporting, here’s how Adzooma stacks up against the competition.
Written by Amy Gallagher
How Adzooma Compares To Other PPC Software in 2025
Getting your business noticed online these days almost always involves pay-per-click (PPC) advertising. But wow, has the landscape exploded in the past few years. Google and Microsoft are still the big anchors, but platforms like Meta, Amazon, TikTok, and even retail media networks are now major players in the mix.
With so many channels to manage, and with AI now powering bidding, targeting, and even creative, things can get complicated fast. Tools like Google’s Performance Max make it easier to reach people everywhere, but they also leave advertisers wondering: what exactly is driving results? That’s where PPC software steps in.
Instead of just keeping campaigns organised, modern PPC platforms act like your co-pilot. They help you make sense of the automation, keep budgets on track, and feed the right data and creative into the system so you’re not burning money on guesswork. And with privacy rules changing the way we measure performance, these tools are becoming more of a necessity than a nice-to-have.
Improve your Google Ads performance in minutes
Improve your Google Ads performance in minutes
What is PPC software?
Think of PPC software as your control centre for online ads. Rather than logging into Google Ads, Meta, TikTok, and Amazon separately, you get one dashboard to set up campaigns, track what’s working, and make changes on the fly.
These platforms have come a long way. The best ones now sync with your CRM, connect first-party data, and even generate fresh ad copy or suggest new keywords. And depending on your business type, you’ll value different things:
- Agencies often want automation and client-ready reporting.
- E-commerce brands need rock-solid feed management for Shopping and retail campaigns.
- B2B marketers care about lead quality and integrating with their sales pipeline.
Common features of the best PPC tools
- Smart bid and budget management powered by AI
- Campaign management across multiple channels (Google, Microsoft, Meta, etc.)
- Custom dashboards and automated reports
- Suggestions on how to optimise ad copy and creative
- Keyword tracking
- Ad group creation
- Collaboration features for teams managing lots of accounts
- Conversion and revenue tracking
- Audience targeting and geotargeting.
In short: PPC software is no longer just about keeping ads tidy. It’s about making sure your money works harder across every channel, without drowning in manual work.
In the following PPC tools comparison list, we compare 10 of the best PPC services for 2025. We’ll critique their tools, features, cost-effectiveness, and ability to deal with multiple campaigns.
Opteo
Founded : 2013
HQ : London, United Kingdom
What can they do: Opteo is a tool for managing Google Ads more efficiently.
It continuously monitors your Ads accounts for statistically-significant patterns and issues, then generates smart improvement suggestions that you can push live with one click.
It also gives you performance monitoring, custom reporting, alerts (e.g. via Slack), and helps with keyword management, ad creatives, budgeting etc.
Compared to Adzooma:
- Adzooma supports multiple platforms (Google, Meta, Microsoft Ads) in one dashboard, whereas Opteo is more focused just on Google Ads.
- Unlike Opteo, Adzooma offers a free tier with useful features like performance audits and insight recommendations – great for smaller advertisers or those wanting to test without high cost.
Improve your Google Ads performance in minutes
Improve your Google Ads performance in minutes
Optmyzr
Founded : 2013
HQ : California, USA
What can they do:
Optmyzr helps advertisers and agencies optimise across multiple platforms including Google Ads and Meta.
What can they do: Optmyzr helps advertisers and agencies optimise across multiple platforms including Google Ads and Meta.
It has features like a Rule Engine for building custom automation, real-time (or near real-time) insights and alerts, one-click optimisations, and shopping campaign automation (including feed-based campaign updates).
They also offer what they call “automation layering” to add safety or guardrails over platform automations.
Compared to Adzooma:
- Adzooma is more affordable – you can get high-quality PPC management, audits, optimisation suggestions and more, without the high cost of Optmyzr.
- Adzooma is more user-friendly, having an intuitive UI with helpful information to guide you through the recommendations. There’s no need for users to master a complex rule engine or spend a lot of time customising everything.
Wordstream
Founded : 2007
HQ : Boston, USA
What can they do: WordStream is a PPC management platform aimed mostly at small-to‐medium businesses.
Its suite includes keyword research tools, automation for tasks like bid adjustments and negative keyword suggestions, combined dashboards for managing Google Ads, Bing Ads and Facebook campaigns.
They also have regular “work week” style recommendations (e.g. their “20-Minute PPC Work Week”) to highlight what to optimize that week.
Compared to Adzooma:
- Adzooma offers all this functionality and more, while offering a freemium tier and lower cost entry. This makes it easier to try out without a big commitment.
Adzooma’s interface is more intuitive and streamlined, with easier access to campaign, ad group, keyword, and ad metrics all in one place, making it faster and easier to act on recommendations.
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TrueClicks
Founded : 2017
What can they do:
TrueClicks is an auditing and optimization tool built for Google Ads and Microsoft Ads. It automatically runs 100+ best-practice checks, assigns accounts a performance score, and provides prioritized recommendations to help agencies and advertisers keep campaigns healthy.
What can they do:
TrueClicks is an auditing and optimization tool built for Google Ads and Microsoft Ads. It automatically runs 100+ best-practice checks, assigns accounts a performance score, and provides prioritized recommendations to help agencies and advertisers keep campaigns healthy.
TrueClicks also includes features like “fix” suggestions, auto-apply rules for consistent account hygiene, and task management for teams.
Compared to Adzooma:
- Adzooma gives you multi-platform support (Google, Microsoft, and Meta) in a single dashboard, so you’re not limited to just search ads.
- It’s also easier to get started, with a free plan and a user-friendly interface that delivers one-click opportunities, helping businesses of all sizes save time and get results without the complexity.
- Want your own branding on your reports? Adzooma has white-labelling functionality too, and you can customise your data with your own layouts and logos. Templates are easy to create. When you save them, you can copy data over without overwriting.
Skai (Kenshoo)
Founded : 2006
HQ : Multiple locations around the world
What can they do: Known as “The Omnichannel Platform for Commerce Media“, Skai (formerly Kenshoo) delivers cross-platform advertising worldwide.
It provides AI-driven forecasting, automated bid and budget adjustments, anomaly detection, and cross-publisher reporting, making it ideal for large advertisers and agencies managing campaigns at scale.
Compared to Adzooma:
- Adzooma offers a simpler, more accessible approach for small to mid-sized advertisers while still delivering powerful optimization features.
- Because Adzooma supports Google, Microsoft, and Meta in a unified dashboard, it’s more accessible to marketers who don’t need all the complexity of Skai but do want cross-platform optimization. It provides AI-powered recommendations and opportunities to improve performance.
Quartile
Founded : 2016
HQ : New York, United States
What can they do: Quartile is an AI-powered advertising optimization platform designed for e-commerce businesses. It leverages proprietary machine learning algorithms to automate and optimize campaigns across major advertising channels, including Amazon, Google Ads, Facebook/Instagram, and TikTok.
Quartile provides full-service support, offering strategic guidance and proactive optimization to enhance return on ad spend (ROAS) and drive sales growth.
Compared to Adzooma:
- Adzooma offers a more accessible solution for small to mid-sized advertisers. It allows grouping multiple accounts into projects for cross-platform visibility, and includes AI-generated ad content suggestions.
- Adzooma offers a free plan alongside flexible paid tiers, making it easier to get started and optimize campaigns without the complexity or high cost of an enterprise platform.
Improve your Google Ads performance in minutes
Improve your Google Ads performance in minutes
Adalysis
Founded : 2015
HQ : London, UK
Adalysis is a PPC auditing, monitoring, optimization and automation platform focused on Google Ads and Microsoft Ads. It runs 100-plus automated checks daily to flag issues like broken URLs, duplicate keywords, keyword cannibalization, ad relevance, and more. It includes tools for budget pacing & split-allocations, ad-testing (including generative AI suggestions), quality score history and alerts, and bulk editing to apply fixes efficiently.
Compared to Adzooma:
- Adzooma’s UI is tailored for users who want an optimised experience. Navigation is a breeze and all the suggestions are right in front of you, just where you need them.
- Speaking of optimisation, many recommendations to improve your ads can be done within Adzooma, for multiple ad platforms (Google, Microsoft, Facebook/Meta), which gives more flexibility if you’re running campaigns across several networks.
KlientBoost
Founded : 2015
HQ : California, USA
What can they do: Klientboost focus on three main areas: PPC management, CRO (conversion rate optimisation), and design. Within each, the agency manages Facebook Ads and Google Ads and design landing pages.
They keep things simple by targeting the fundamental aspects of PPC. Klientboost also offers display and retargeting ads, intelligent competitor research, custom reporting, and complete ownership of all your ads and landing pages.
Compared to Adzooma: Growth is an important part of running a PPC software company. That can’t be denied. We do that by helping businesses optimise their PPC strategies with the best ads possible. We have thousands of happy customers for a reason. You can see it in our 4.7 rating with Google, 4.5 on Capterra, and 4.6 on Facebook.
Rise Interactive
Founded : 2015
HQ : Chicago, USA
What can they do: Rise Interactive are a broad company, who cover everything from digital media to analytics and creative & development.
Through their Paid Search services, they use a proprietary software called Connex® Analytics to scale work for businesses of all sizes and maintain campaign performance. Rise uses technological solutions to help its clients get the best digital experience with Google Ads and Amazon advertising integration.
Compared to Adzooma: Covering multiple channels over multiple advertising models, organic and paid, can stretch a business’s needs quite thinly. Adzooma keeps things smart and simple with its effective PPC advertising strategies. As a business, you want to succeed with the best PPC ads. Adzooma can optimise them for Google Ads and Facebook Ads and give you the metrics to show clients and colleagues just how well they’re doing.
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Squared.io
Founded : 2014
HQ : London, UK
What can they do: Automation, auditing, and analysis. Those are the USPs for Squared.io, a Google Ads optimisation platform based in London.
Squared.io uses Google Ads keyword research to find the best places for optimisation as well as looking at search volume, quality score, and impression share. Through their audits, they provide scores and identify underlying issues between accounts.
Compared to Adzooma: Adzooma can automate Facebook Ads management alongside your Google Ads accounts, day or night.
Our price plans are also affordable for all businesses, whether you’re a sole trader or a PLC. We like to keep things transparent so our pricing is based on monthly spend across all connected accounts. And we have the Adzooma Enterprise package for unlimited spend with bespoke features and API capabilities.
Honourable mentions
If we talked about every PPC software platform on the internet, we’d be here forever. But some other management agencies include:
- Imforza
- Marin Software
- Screaming Frog
- HOTH PPC
- Jaywing Intelligence
Because there are so many PPC software platforms around, they each come with their own learning curves. Some are bigger than others and it’s all about the right balance of learning time and management time.
Small companies and independent business owners should go for agencies of a similar size with the most expertise. You might also want a bit more control over your ads as you learn the ropes.
Improve your Google Ads performance in minutes
Improve your Google Ads performance in minutes
The best PPC software tools
Maybe this is all too much and you don’t need a whole agency with top-of-the-range PPC software for your ad management.
And that’s where PPC software tools come in.
Here are four tools you might find useful:
Spyfu
Wouldn’t it be great to see what your competitors are doing so you can optimise your PPC strategy? That’s the aim of the game for SpyFu.
The American company started life as GoogSpy in 2005. SpyFu shows what keywords your competitors are buying on Google Ads and keywords that websites are ranking for in the SERPs (search engine results pages).
But the biggest draw for SpyFu is its historical data. You can track the history of a competitor’s paid and organic keywords from the last 13 years. This might not be useful for smaller businesses or startups but for companies in larger industries, this kind of information is crucial for trend analysis.
To obtain this information, SpyFu uses web scraping. However, the accuracy depends on competitor size. The PPC software tool refreshes its data monthly, so it’s better for trend analysis on a large scale as opposed to a real-time tracking tool like SEMrush or Ahrefs.
SEMrush
One of the two most popular SEM tools around (alongside Ahrefs), SEMrush is an all-in-one marketing toolkit, covering SEO, social media, content, market research, and paid traffic.
The PPC section uses competitor analysis as well as keyword research and management (including negative keywords), Google Shopping campaign analysis, and CPC analysis.
For a toolkit of this stature, you’d expect high-quality data and visualisation. And that’s exactly what you get. Everything you can do with SEO in terms of analysis and optimisation you can do with paid advertising.
Google Trends
Google Trends isn’t strictly a PPC software tool but it can help with keyword research and general trend analysis. It launched in 2006 as a website that analysed the popularity of top Google search queries from around the world.
Using up to four terms, you can compare relative search volume over a period of time as far back as 2004. But how does all this help with PPC? Well, if you’re looking for a short-term keyword to gain a boost in clicks, Google Trends can find what’s on the rise and what’s on the way out.
Google Keyword Planner
If you prefer a more native approach to PPC keyword research, the Google Keyword Planner is the tool for you. You can search for terms related to your business and use time-based analysis of search queries to get the most out of your Ad Groups and campaigns.
Keyword Planner also gives you bid estimates for each keyword, so you can determine your advertising budget.
And since it’s a Google Ads tool, it’s also free.
Adzooma – the PPC platform of choice in 2025
With an average rating of over 4.5 on four different review platforms, our thousands of happy customers tell us we must be doing something right.
So why is Adzooma better than other PPC software platforms?
- It saves time where other tools don’t, with innovative automation features like the Opportunity Engine
- Accounts are analysed within minutes and reports are ready to export with new data every 12-24 hours.
- Adzooma comes with multi-account management, whether you’re running a single account or hundreds. Adzooma can optimise everything under one login.
- The platform has a free version and includes live chat, phone support, and a 12 hour refresh cycle on your Google Ads account.
- Dedicated account managers are ready to take your calls and assist you where needed.
- Adzooma is a trusted Microsoft partner with an innovative team of developers, designers, and sales executives.
Fundamentally, Adzooma is built with you in mind.
How much time do you think you’ve lost to PPC-related headaches? Hours? Days? Weeks?
With that in mind, there’s only one thing left to do:
Your questions answered
As a small business or start-up, there are many benefit to using PPC software, but the main benefits include:
- Saving time on keyword research
- The ability to manage multiple PPC campaigns in one place
- Special features can help boost your ROI
- You can streamline your strategy by channelling keywords into groups
- By using one good tool like Adzooma, you can reduce costs overall, negating the need for external agencies, research and implementation costs.
- The bid price of keywords in your industry or niche
- Your quality score
- Your ad ranking
- Whether you use negative Keywords, Geo-targeting and ad scheduling
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