We Compared 5 PPC Tools — Here’s the Best One for Your Budget

Pay-per-click (PPC) advertising can scale fast — for better or worse. The right PPC tool saves hours, lowers cost-per-click (CPC), improves conversion rate, and boosts return on ad spend (ROAS). The wrong one wastes budget and complicates workflows.

We compared 5 PPC tools across features, pricing, automation, reporting, and suitability by business type. Below you’ll find a detailed, unbiased guide showing which tool is the best for your budget and campaign goals.

What to look for in a PPC tool

Choosing a PPC platform isn’t just about price. Look for tools that improve key performance indicators (KPIs) and fit your workflows.

Core features to evaluate

• Keyword research & intent analysis — search volume, keyword difficulty, long-tail suggestions, negative keywords.

• Competitor analysis — spying on rivals’ ad copy, landing pages, bid estimates, and historical spend.

• Bid management & automation — rules, scripts, portfolio bidding, smart bidding integrations with Google Ads.

• Campaign optimisation & recommendations — alerts, quality score improvements, ad testing suggestions.

• Reporting & dashboards — custom reports, scheduled exports, multi-channel attribution.

• Integrations — Google Ads, Microsoft Ads, Meta Ads, Google Analytics, Shopify, CRM tools.

• Ease of use & onboarding — learning curve, templates, guided recommendations.

• Pricing & trials — transparent tiers, limits on managed accounts or keywords, free trials.

Key terms: Quality Score, conversion tracking, remarketing, dynamic search ads, responsive search ads, shopping ads, display network, audience targeting, CPA, ROAS, A/B testing, landing page optimisation.

The 5 PPC tools we compared

We looked at these tools for a range of budgets and user experience levels:

1. Semrush PPC Toolkit — research + competitive intelligence powerhouse.

2. SpyFu — budget-friendly competitor research & keyword history.

3. Optmyzr — advanced automation and workflow tools for pros.

4. WordStream Advisor — beginner-friendly, recommendation-driven platform.

5. Google Ads Keyword Planner — free, essential keyword data source.

(Note: Depending on your region and ad mix, AdEspresso, Ahrefs Ads, Kenshoo/Skai, or Marin might also be relevant. We focused on tools that cover a broad range of budgets and use cases.)

Side-by-side comparison

Tool #1: Semrush PPC Toolkit

Who it’s for: agencies and experienced advertisers who need research + competitor insights.

What it does well

• Competitor ad copy spying and historical ad history.

• Keyword gap and competitor PLA (Product Listing Ad) analysis — useful for e-commerce.

• Rich reporting features and multi-channel keyword grouping.

Where it falls short

• Higher price tiers may be overkill for very small advertisers.

• Steeper learning curve if you’re only managing 1–2 small campaigns.

When to pick Semrush

• You run multiple accounts or ecommerce campaigns and need competitive intelligence and content-level insights that feed strategy (ad copy + landing page ideas).

Key terms included: competitive analysis, ad copy analysis, keyword gap, PLA research, and search intent.

Tool #2: SpyFu

Who it’s for: small businesses, consultants, freelancers who need fast competitor insights at a lower cost.

What it does well

• Historical PPC data — see competitors’ past keywords, ad spend estimates, and ad copy.

• Affordable plans with unlimited searches depending on the tier.

• Good for PPC keyword research and negative keyword discovery.

Where it falls short

• UI can feel less modern.

• Not as robust for automated bid management or multi-client reporting.

When to pick SpyFu

• You need budget-friendly competitor research and keyword discovery without advanced automation.

Key terms: historical ad data, competitor keywords, negative keyword list, and affordable PPC tools.

Tool #3: Optmyzr

Who it’s for: medium to large advertisers and agencies that want advanced automation and bulk operations.

What it does well

• Advanced scripts, rule-based automation, and one-click optimisations at scale.

• Customizable reports and account health checks.

• Tools for bid strategies, pause/enable recommendations, and anomaly detection.

Where it falls short

• Cost is higher and aimed at organisations that manage significant ad spend.

• Overkill if you only have a single small Google Ads account.

When to pick Optmyzr

• You manage many accounts or large ad budgets and want to save time with automated workflows and bulk edits.

Key entities: bid management, anomaly detection, bulk optimisation, account automation, PPC scripts.

Tool #4: WordStream Advisor

Who it’s for: SMBs and advertisers who prefer guided help and simplified optimisation.

What it does well

• Actionable recommendations tailored to ad budget and industry.

• Easy-to-understand dashboards and suggestions for ad copy and landing page improvements.

• Good for teams without dedicated PPC specialists.

Where it falls short

• It can feel expensive relative to value if your monthly ad spend is very low.

• Less suitable for heavy automation or enterprise reporting.

When to pick WordStream

• You’re a small business owner, marketing manager, or agency handling SMB clients who need straightforward guidance.

Related terms: guided recommendations, account optimisation, small business PPC, landing page suggestions.

Tool #5: Google Ads Keyword Planner (Free)

Who it’s for: beginners and advertisers on a zero budget.

What it does well

• Free access to search volume, trends, and keyword forecasting directly from Google.

• Integrates seamlessly with Google Ads campaigns for quick keyword import.

• Best source for accurate Google search volume and bid estimates.

Where it falls short

• No ad copy analysis or competitor spying.

• Doesn’t offer automation, campaign optimisation, or cross-channel reporting.

When to pick Google Keyword Planner

• You’re starting, testing keyword ideas, or want a free baselining tool.

Key terms: search volume, forecast, keyword planner, Google Ads integration, free PPC tools.

Best PPC tool by budget — decision guide

Below are practical recommendations based on the monthly budget and business type.

For $0 (Free Budget)

Pick: Google Ads Keyword Planner
Why: It gives accurate Google search data, helps build a starter keyword list, and integrates with Google Ads for campaigns. Combine with Google Analytics and free reporting to measure conversions.

For under $50/month

Pick: SpyFu
Why: SpyFu is value-packed for competitor research, keyword discovery, and ad copy inspiration. Great for freelancers and small businesses.

For $100–$250/month

Pick: Semrush PPC Toolkit (entry tiers) or WordStream Advisor
Why: At this price range, you get advanced research, reporting, and some automation features. Semrush gives deeper competitive insight; WordStream gives guided optimisation.

For $500+/month

Pick: Optmyzr or full Semrush/enterprise plans
Why: At scale, automation, bulk edits, and agency-grade reporting pay for themselves. Optmyzr’s scripts and bidding tools save time and reduce CPA.

How to choose the final winner for your setup

Ask these questions to make a decisive pick:

1. What’s your monthly ad spend?
   Small spend → lighter, cheaper tools; high spend → automation and enterprise features matter more.

2. Do you need competitor intel or automation?
   If research and ad copy strategy are crucial, use Semrush or SpyFu. If automation saves hours: Optmyzr.

3. How many accounts or channels do you manage?
   Multiple clients → choose tools with multi-account dashboards and reporting.

4. What internal skills do you have?
   No PPC specialist → WordStream’s guidance helps. Experienced teams → Optmyzr for power users.

5. What’s your optimisation focus?
   Conversion rate & landing pages → tools that suggest ad copy and landing improvements. ROAS improvements → bid management and attribution features.

Bonus: Quick checklist before you subscribe

• Confirm the tool integrates with Google Ads and your analytics stack (GA4 or Universal Analytics).

• Trial the tool with a test account or use the free trial — validate reporting and recommendations against your own account.

• Check limits: number of managed accounts, keywords, or monthly queries.

• Look for onboarding support or dedicated customer success if you run multiple clients.

Key phrases: GA4 integration, attribution modelling, conversion tracking, ROAS optimisation, CPA targets.

Conclusion — the overall winner

There’s no single “best” PPC tool for everyone. But if we must name an overall winner by budget and versatility:

• Best for beginners/zero budget: Google Ads Keyword Planner.

• Best value for small teams/freelancers: SpyFu.

• Best for research-led strategies & ecommerce: Semrush PPC Toolkit.

• Best for scaling & automation (agencies): Optmyzr.

• Best for simple, guided optimisation: WordStream Advisor.

Pick the tool that matches your monthly ad spend, technical skill, and the scale of campaigns you run. A smart combo — for example, pairing Google Keyword Planner + SpyFu for research, then adding Optmyzr when you scale — often gives the best ROI.

Ready to find the best PPC tool for your exact budget and goals? I can audit one of your campaigns and recommend the optimal toolset (free mini audit included).
Contact us on WhatsApp +234 809 079 9474 — or reply here, and I’ll walk you through a tailored recommendation.

FAQs