The best PPC tools for managing and automating campaigns

With the need for PPC software continuing to grow in 2021, customers are spoilt for choice. Here’s how Adzooma compares with other PPC platforms on the market.

Written by Luke Davis

How Adzooma Compares To Other PPC Software in 2021

To get your online business off the ground in 2021, you need pay-per-click (PPC) advertising. There are plenty of different advertising networks to choose from including Google Ads, Facebook Ads, Microsoft Bing Ads, and even Amazon PPC.

Spoilt for choice some might say. But PPC management can become sluggish without any help. Organising your accounts, campaigns, Ad Groups , Quality Scores , and keywords requires meticulous planning. After all, you've got a budget for everything and you don't want to blow it on costly mistakes.

That's why agencies use PPC software platforms to optimise their journeys through the realm of PPC marketing. They help paid search marketers to run their campaigns with relevant keywords , optimised landing pages, and general management of hundreds of ads.

What is PPC software

PPC software is a tool that allows you to manage your PPC advertising campaigns. With one, you can set up, track and adapt your campaigns, placing ads on platforms like Google Ads, Microsoft Advertising and Facebook Ads.

Not all PPC management tools are created equal, so consider your individual business’s needs and goals when choosing one.

Common features of the best PPC tools

In the following PPC tools comparison list, we compare 10 of the best PPC services for 2021. We'll critique their tools, features, cost-effectiveness, and ability to deal with multiple campaigns.

Take the best PPC management platform for a test drive.

See how much time we can save managing your campaigns.

Take the best PPC management platform
for a test drive.

See how much time we can save managing your campaigns.


Founded : 2013

HQ : London, United Kingdom

What can they do: Opteo has a team of Google AdWords experts, designers, and devs who help their clients optimise their AdWords accounts.

Opteo offers suggestions based on your performance and they can be applied with one click. You can also track your performance and addresses issues in real-time. Measure important metrics like Ad Rank which aren't readily available on the native Google Ads platform.

You can also integrate with Slack if that's your preferred communication channel.

Compared to Adzooma: Adzooma offers similar functionality but the key difference is Adzooma gives you all those award-winning features for free.


Founded : 2013

HQ: California, USA

What can they do: Optmyzr was created by a team of ex-Google employees to manage PPC accounts via automation. On the Optmyzr about us page, it says the founders have been in the PPC industry since 1998.

This PPC management agency provides a toolkit with search engine marketing (SEM) tools and scripts "without the hefty price tag".

The team offer three PPC ad networks with Google, Microsoft (Microsoft Ads), and Amazon with a number of features including optimisation, data insights, and a dedicated reports engine.

Compared to Adzooma: The Adzooma platform offers Facebook Ads functionality and an intuitive UI with helpful information to guide you through its recommendations.

Take the best PPC management platform for a test drive.

See how much time we can save managing your campaigns.

Take the best PPC management platform
for a test drive.

See how much time we can save managing your campaigns.


Founded: 2007

HQ: Boston, USA

What can they do: If you're in PPC and you don't know Wordstream, where have you been? The company has been offering PPC software and management services for over a decade now. Starting as a keyword research tool, Wordstream now provides multi-platform advertising and SEM thought leadership.

Wordstream has Google Ads, Facebook Ads, Microsoft Ads, and Instagram Ads functionality.

Some of Wordstream's software features include identifying duplicate words and pausing PPC campaigns for quality control, one-click optimisation, and account suggestions.

Compared to Adzooma: Adzooma offers similar functionality but the key difference is Adzooma gives you all those award-winning features for free.


Founded: 2011

HQ: Vancouver, Canada

What can they do: AdEspresso started in 2011 and after 5 successful years as a Facebook Ads management company, they partnered with Hootsuite.

They work with all types of enterprises to create, manage and optimise Facebook Ads campaigns with their own automation tools. The AdEspresso Data Sync account manager can link up to multiple CRMs such as Mailchimp, Hubspot, and Salesforce.

They also have a "University" with webinars and videos that teach users how to use Facebook Ads and Google Ads and get the best out of their PPC campaigns.

Compared to Adzooma: Reporting is superb with Adzooma. With a custom reporting tool, complex data can be illustrated in a manageable way for clients, managers, and shareholders. Adzooma can also save time by running these reports with a click of a button.

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.

And there are three modes of customer contact: email, telephone, and Facebook messages (the latter has an average response time of just 14 minutes). The support teams are on hand to answer any query and get back to you in a timely manner.


Founded: 2006

HQ: Multiple locations around the world

What can they do: Known as "The Leading Digital Advertising Technology Platform“, Kenshoo delivers cross-platform advertising worldwide. They even have sites for 7 non-English languages.

Kenshoo is all about large scale solutions, covering social, e-commerce, search, and apps.

Compared to Adzooma: Having an intelligible UX is a defining feature for the Adzooma platform. It helps customers work more efficiently and saves them sifting through the wilderness that is PPC data.


Founded: 2014

HQ: Barcelona, Spain

What can they do: Spaceboost is a PPC software platform that uses automation to turn data into effective Google Ads, Microsoft Ads, and Amazon PPC campaigns.

They use key PPC software features such as 24/7 bidding algorithms, multi-channel management and, thanks to their customer service team, they help over 5000 brands.

Compared to Adzooma: Automation is a major part of Adzooma’s award-winning success. But there’s more to PPC software than artificial intelligence. The human touch can go a long way in PPC, especially when it comes to communication.



Founded: 2015

HQ: London, UK

What can they do: Put simply: Adalysis offer a Google Ads and Microsoft Ads management service. They provide automated recommendations, reporting tools, optimisation, and budget adjustments based on performance data and split testing.

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.

And speaking of optimisation, many recommendations to improve your ads can be done within Adzooma. You can give the Alt+Tab shortcut a rest.


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: 2004

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.

Founded: 2014

HQ: London, UK

What can they do: Automation, auditing, and analysis. Those are the USPs for, a Google Ads optimisation platform based in London. 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
  • 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.

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:


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.


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 2021

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.

AAdzooma’s helpful features have saved 12 years in management time for our clients so far, resulting in 2.11 billion clicks and 199 million conversions in 2020 But 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 is free to use 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 Premier Google 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?

We know how that feels. And that’s why we built the Adzooma platform to solve a problem no one else could. We started with small features and let them blossom before tackling the bigger problems until Adzooma became one of the fastest-growing platforms in the industry.

With that in mind, there’s only one thing left to do:


Adzooma vs Wordstream

As mentioned earlier, Wordstream is another PPC tool which started out as a keyword research tool, and now offers multi-platform advertising and SEM thought leadership as well as several other features to assist you with your campaigns.

Adzooma has additional offerings like the Adzooma marketplace, as well as a whole host of other handy features which make it stand out against its competitors like Google Ads.

What are the benefits of using PPC software?

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 channeling 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.

How much do the top PPC tools cost?

It depends on the type of PPC service or tool you want to use. Prices for your campaigns will vary depending on a variety of factors, including:

  • 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

An Adzooma account is free to set up, so why not give it a go?

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Review ratings from external services are not live and were correct at the time the page was last updated October 2020