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Best Google Ads Management Tools

In search of Google Ads management tools for your ad campaign? We bring you a list of the 22 best tools ad management tools to streamline the process of running ads on Google.

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Kristi Ray
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Management tools are essential for every digital marketing specialist and advertiser.

With the right PPC tools, you can gain direct insight into how your website is performing compared to other competitor websites in the market. Plus, you won’t have to invest a ton of time in the allocation of resources or in research.

Most Google Ads, Bing Ads and Facebook Ads management tools are designed to optimise ad campaigns to reduce ad spend, improve ad performance and increase ROI. All you have to do is choose the right tool for managing your pay-per-click ads.

Google Ads Management Tools

In this article, our primary focus will be to highlight the need for Google Ads management tools. We’ll also list and elaborate on the top 22 PPC tools for you to consider. Each of these tools has been designed to streamline the process of managing ad campaigns.

Google Ads Management Tools

PPC or pay-per-click tools help streamline the ad management process by performing tedious and time-consuming tasks for you. They aid in bid management, allowing advertisers to bid on relevant keywords and create ads that include these keywords.

They automate the entire process of keyword research and bid analysis, saving marketers and advertisers a ton of valuable time and effort. You’ll be able to manage your ads campaign more efficiently in a way that meets your requirements.

Pay Per Click Process

Now that we’ve explained the benefits of the PPC tools you need for managing your online marketing campaign, let’s take a look at the 22 best PPC management tools.

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Top 22 Google Ads Management Tools

1. Google Ads Editor

The best part about the Google Ads Editor is that it’s a free, downloadable PPC management tool, making it ideal for beginners who may not have a budget to opt for paid software. Even the process of using it for your ads campaign is simple. Simply download it, make edits to the campaign info in drafts and upload it to Google Ads.

You can also manage ads or make changes in bulk to the campaign offline across multiple accounts. What’s more, being an innovation of Google, it can be integrated with Google Sheets to export account data. Once you have built your eCommerce website it will allow you to track crucial metrics like KPIs, click-through rate (CTR), conversion rate, costs and more.

2. Google Analytics

Google Analytics plays a vital role in the Google Ads campaign. It helps advertisers know whether their ads are effective. As an online marketer, you’ll also be able to track how visitors engage with the landing pages of your website when they click on the ads.

Once you determine the goals of the PPC campaign, tracking the conversions and the customer reports created using the Google Analytics Tool will notify you of what needs improvement. You can then make changes in line with your goals to ensure a successful Google Ads campaign.

Steps For Ppc Marketing

This tool also allows you to analyse demographic data of the visitors interacting with your ads. If needed, you may consider altering specific ads for any of the demographics.

3. Google Keyword Planner

The Google Keyword Planner is one of the best free keyword research tools that help advertisers find relevant keywords to target. It also provides bid estimates for each keyword to help plan your bidding strategy. This, in turn, aids in budget management; you can test target keywords against a fixed budget.

All you have to do is search for terms and phrases and the tool will help you find the most relevant keywords for your online business. It will also provide insight into how often specific keywords are searched and how these searches change considerably over time. Using this as a guideline, you can create a keyword list narrowing down the ones you want.

After this is done, add the selected keywords to your online advertising plan, share it with your team and when ready, launch the ads campaign.

4. G-Suite

It’s now time we moved on to a paid management software perfect for business management, word processing, form building, Google spreadsheets and more. That said, G-Suite, or Google Workshop, isn’t really a Google Ads software type, but it can be integrated into your Google Ads account.

Business owners will need G-Suite for managing documents and communicate using platforms like Google Hangouts and Gmail. There are also several Google Sheets add-ons and management software packages included, such as SpyFu, SEMrush and others.

Gsuite Customer Journey Infographic

To summarise, it’s an integrated and easy-to-use workspace that allows online marketers to focus on work rather than ads management. All you have to do is address the important aspects of your marketing campaigns, while Google manages everything else with the best AI and search technology available.

What’s more, you can work from anywhere, be it at home or office, on any device. G-Suite tools will enable you to customise and expand your workspace both online and offline to meet your requirements.

5. Google Data Studio

Data Studio is another free tool and online marketing platform introduced by Google and designed, keeping the interests of casual users in mind. It can also be used by analytics teams. It converts data into customisable, informative reports and dashboards to help business owners make smarter decisions.

All you have to do is collect your data from different platforms like Google Analytics, Spreadsheets, Google AdWords, Google Cloud SQL, Campaign Manager 360 and BigQuery. Data Studio converts the raw data collected into the dimensions and metrics needed for creating the dashboards and reports. There are no codes required; simply share reports and allow the data to tell an engaging story.

Each of these sources comes with a pre-built connector, ensuring that your data report is easy to read, use and access.

This PPC reporting software also allows you to share automated dashboards with your team members regularly. You can even decide who gets to access the reports by granting permission to view or edit the reports. Collaborated efforts and edits will get automatically saved in real-time.

6. Wordstream Advisor

Wordstream Advisor is another PPC management software, which offers all the functionalities of Google and a lot more. Of course, its Google Ads performance grader is what makes this a revolutionary Google Ads management tool. It helps manage PPC campaigns more effectively, allowing marketers to know how their Ads campaigns are running based on the landing page, quality score, use of negative keywords and click-through rate.

You can then compare the Performance Grader scores with competitors to figure out the competitive landscape. PPC experts have created this tool to increase ad relevance, simplify the process of text ads generation and integrate keyword analytics with your AdWords account.

Wordstream Advisor will also highlight where your campaign needs adjustments to improve its overall performance and increase your total ROI. It gives an in-depth analysis despite being a free tool.

Calculating Roi Return On Investment

7. SEMrush

SEMrush is a trusted PPC software for managing ad campaigns. Be it SEO, content marketing, market research or planning a social media strategy; it can do it all. This helps improve the online visibility of your brand by attracting potential clients.

You can even conduct competitor research using SEMrush to analyse the keywords and budgets of competitors. This will allow you to monitor ad copy and landing pages and spot gaps in the data for making improvements. Plus, you get to localise ad campaigns to boost ROI.

Here are some of the benefits SEMrush offers in SEO, market research, social media, advertising and content marketing.

  • Technical SEO auditing
  • Analyses a domains Back Linking profile
  • Tracks SERP positions regularly
  • Content reach and brand mentions tracking
  • Improves content as per real-time metrics
  • Identifies promotion strategies of competitors
  • Keyword research
  • Monitors ad copy and landing page
  • Schedules and posts content
  • Analyses performance of Facebook ads
  • Product listing ads research

8. Google Ad Manager

The Google Ad Manager is a reliable PPC management tool that can help grow your brand and ad revenue. It allows marketers to take control of their Google Ads sales and make smart decisions to build and grow their online business. This not only puts their brand in front of potential customers but also increases overall sales.

Here are some of the features offered by Google Ad Manager:

a) Engaging Ad Experiences

This PPC software comes with different ad formats like rewarded ads and out-stream videos, to ensure immersive and engaging ad experiences that users and advertisers will find appealing. It provides access to more places than other platforms.

b) Customisable Ads

Google Ad Manager allows advertisers to customise their ads to match their website’s functions, appeal and feel. It also ensures an uninterrupted user experience.

c) Sell Your Ads

The Ads’ management platform enables advertisers and users to sell their ads anyhow they want by bringing the impact of data-driven ad buying to every ad format.

9. PPC Protect

PPC Protect will help in the optimisation of ads and white label reporting. Other than that, the tool improves Google Ads performance by preventing click fraud and filtering bad traffic.

Ppc Protect Click Fraud By Industry 2020

They are usually found in paid search marketing campaigns and often end up destroying conversion rates and wasting the overall expenditure on PPC. PPC Protect blocks bots, click farms, scrapers and competitors, while automatically filtering out bad traffic that may distort the database and exhaust your budget.

Here are some of the beneficial features it offers:

a) Transparent Traffic Analytics And Reporting

This management tool allows you to get detailed insights into fraudulent analytics, placement, and PPC traffic quality. It also helps create PDF reports and provides log-level data for both clients and the internal team members of your business.

b) Real-Time Monitoring

PPC Protect keeps monitoring your ads campaign in real-time to detect quick-moving click frauds and ensure a prompt response for the same. Moreover, it analyses the click fraud attacks in less than 0.12 seconds, making it one of the fastest PPC tools to block traffic in real-time.

c) Proprietary PPC Software

Unlike other PPC platforms, PPC Protect is a custom-built solution that tackles click fraud without relying on the exploitable public.

10. SpyFu

SpyFu has some great features making it the perfect PPC software for keyword tracking, competitor research and negative match recommendations. As the name suggests, it comes with the ability to spy on legitimate competitors.

The Competitor Keyword Spy Tool allows marketers to search for competitors and see how many clicks they get. It also enables you to learn how much competitors are willing to pay for these keywords. This will help you make better decisions to improve success rates.

SpyFu also comes with cool features like the AdWords Advisor. It helps in bid management by analysing the bidding history of competitors, recommending a list of profitable keywords that you may not be having in your ad groups. Then there’s the keyword match tool that saves you from spending on duplicate keywords.

11. Click Cease

The services offered by Click Cease are quite similar to PPC Protect; however, there are a few differences. First things first, Click Cease offers relatively cheaper pricing plans that even beginners can easily afford for 24/7 ads campaign monitoring, bot detection and conversion analytics.

Secondly, it manages to block click farms and help you find out about the competitors bidding for your keywords. It enables you to check the ad copy while tracking their positions daily to improve the ads as required.

12. Answer The Public

Next is yet another free keyword research tool with paid plans starting at $99/month. Answer The Public helps you get search insights instantly from Google. This is because people tend to ask Google a ton of questions each day, and some of these keyword-based questions are related to your business. You could potentially address their queries with one of your PPC ads.

Now, this isn’t really a Google Ads tool, but it serves as a source of inspiration for ads. It allows you to identify the common problems your prospective clients might be facing. And you may then use an ad copy to address their concerns.

13. Invoca: Active Conversion Intelligence

Both call tracking and analytics are crucial to Google Ads campaign management. That’s why we bring you Invoca, a call tracking tool that will help you understand why a call is being made and who is making the call.

How Keyword Level Call Tracking Works

Invoca integrates with around 30 platforms, providing solutions to capture, manage, and then track the important calls. It also analyses customer conversions while providing feedback to improve sales and close rates.

This helps improve brand visibility, lead generation and increases the overall revenue without any compromise on user experience.

14. Call Rail

Call Rail is another call tracking and analytics tool capable of managing PPC campaigns. The marketing platform was introduced by a small business owner to help you understand which PPC campaign makes your phone ring. Plus, it offers features like lead centre, form tracking, and conversion intelligence.

As such, it automates call transcriptions with the help of AI-powered analysis and manages all calls, texts and leads in a single place. Once that’s done, you can use Call Rail to connect the calls and leads to your marketing campaign.

15. Facebook Ads Manager

Like Google Ads, Facebook Ads Manager is an all-in-one tool designed for all advertisers. It lets you create and manage ads while allowing you to track how well the ads campaign is performing on different devices.

The best part is that the Facebook Ads Manager tool lets advertisers run their ads on Facebook, Messenger, Instagram, Audience Network and other social media platforms. You can adjust and make relevant changes to your ad campaigns as well. At the same time, the reporting tools of the software notifies you whether the ads are reaching your intended business goals.

It lets you spot the trends over time to identify the areas that need adjustment including your budget, image and audience. This, in turn, improves your Google Ads performance.

16. Google Ads Scripts

Google Ads Scripts automates time-consuming campaign management tasks, saving a ton of time in the long run. Scripts ensure an easy way to control and manage Google Ads using JavaScript in browser-based IDEs. You can then utilise them to interact with external data for more than one Google Ads accounts.

This PPC tool also offers some fascinating and useful features, such as advanced A/B testing, competitor tracking and close variant matching.

17. AdEspresso

AdEspresso is among the popular PPC tools, which helps you find the right audience for your Google or social media ads by using optimisation and split testing. Get started with its 14-day free trial plan, and you can then create, optimise and analyse your ad campaign.

18. Bing Ads Editor

Like Google Ads Editor, Bing Ads Editor is another PPC tool you must have for managing your Bing Ads and PPC campaigns. It also allows you to manage multiple ads accounts and make significant edits to the campaign while being offline. In addition to this, you can use the Bing Ads editor to move or copy ads between different ad groups and PPC campaigns.

19. Google Trends

You can get the latest stories and insights to your PPC campaigns using Google Trends. The search results data and trends prove to be valuable while adjusting marketing campaigns to match the seasonal demand.

All you have to do is search for a relevant term or topic, and Google Trends will provide results based on the interests of people by region and sub-region.

20. Adalysis

Adalysis is another budget-friendly, award-winning PPC tool that will simplify your Google Ads and Bing Ads management. You can begin with its 14-day free trial option to get instant insight into your PPC ads campaign. Based on the data obtained, advertisers and marketers can optimise their campaigns in a way that improves your quality score while ensuring quick fixes and smooth workflow.

With Adalysis you can perform A/B testing and custom KPI monitoring without having to set up any experiments. Actions can be then taken accordingly to control budgets and ensure significant performance boosts. Plus, the reporting tools of Adalysis lets you get a complete picture of how your campaigns are performing in real-time.

21. iSpionage

iSpionage is a research tool that functions like SpyFu; in other words, it allows you to spy on competitor keywords to identify the blind spots of your PPC campaigns. All you have to do is enter the competitor URL and start spying.

You’ll get a complete analysis of how the competitor’s website is performing with the snapshots of its landing pages, user’s journey report, ad copy effectiveness and index score. Using these metrics, you can optimise your website to outperform the competition.

22. Unbounce

Unbounce is one of the best landing page PPC tools, offering over 80 templates for almost every type of landing page that you might need, be it for products, lead generation, sales or e-books. Its payment plans start at $49 a month, but you could always start with its free trial plan.

The ultimate list of must-have PPC tools

The popularity of Google AdWords campaigns is one of the main reasons advertisers rely on them to grow their online business. However, optimisation of Google Ads isn’t possible manually.

There are various aspects that need to be covered, including keyword research, analytics, bid management, competitor research among others. Since advertisers find it difficult to allocate the time for the same, it’s a good idea to utilise various ad management and reporting tools for optimising ad campaigns.

The list of the best PPC Ads software will help you narrow down the tools you need for your marketing campaign. Out of all, we’d highly recommend the Google Ads Editor as it’s a free tool, ideal for beginners.

On the other hand, Google Analytics and Keyword Planner help in tracking metrics and conducting keyword research to ensure that your Google AdWords campaign is performing well.


Photo of Kristi Ray

Kristi Ray

Kristi is head of content production and editing at sitecentre and joined the team in early 2021 based out of our Sunshine Coast office to deliver higher-quality content to our partners. Kristi has a vast knowledge of copywriting styles and experience to accelerate the production of SEO friendly content at the highest levels.

Find them on their website: sitecentre and LinkedIn.

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