Topics covered:

• Introduction
• Keyword Research Tools
• Ad Management & Automation Tools
• Competitor & Ad Spy Tools
• Conversion Tracking & Analytics Tools
• Which PPC Tools Should You Use?
• Final Thoughts
  
  

Running a PPC campaign without the right tools is like trying to build a house with your bare hands. Sure, you could technically do it, but it’s going to take forever, and the results won’t be pretty.

Whether you’re managing Google Ads, Meta Ads, or experimenting with TikTok and LinkedIn Ads, having the right PPC software can make all the difference. From keyword research and bid management to tracking conversions and automating reports, the right tools help you work smarter, not harder.

But with so many options out there, which ones are actually worth your time (and money)? In this guide, we’ll break down the best PPC tools and software for 2025, covering everything from budget-friendly solutions to enterprise-level platforms.

Keyword Research Tools

Before you even think about launching an ad, you need to know what your audience is searching for. Choosing the right keywords can make or break your campaign.

1. Google Keyword Planner (Free, but tied to a Google Ads account)

Google’s own tool is still one of the best for keyword research, especially if you’re running Google Ads. It provides:

• Search volume data
• Keyword competition level
• Suggested bid prices

It’s great for getting a general idea of what people are searching for, but the data can be broad, and Google sometimes hides exact numbers unless you’re running an active campaign.

2. Semrush (Paid, with a free trial)

If you want deeper insights, Semrush is one of the best all-in-one tools for PPC and SEO. It lets you:

• Spy on competitor keywords and ad copy
• Find new keyword opportunities
• Track search volume and difficulty

Great for businesses that want to outsmart competitors and scale their PPC efforts beyond just Google Ads.

3. Ubersuggest (Freemium, good for small businesses)

A more affordable alternative to Semrush, Ubersuggest provides:

• Keyword suggestions
• Search trends
• Competitor PPC analysis

It’s not as advanced, but it’s a solid option if you’re working with a smaller budget and still want useful keyword insights.

Ad Management & Automation Tools

Managing PPC campaigns manually can be time-consuming—especially if you’re running ads across multiple platforms. These tools help you automate, optimise, and streamline your campaigns.

4. Google Ads Editor (Free)

If you’re running Google Ad campaigns, this tool is a lifesaver. It allows you to:

• Make bulk edits quickly
• Duplicate campaigns across different accounts
• Work offline and sync changes later

Perfect for agencies and businesses that manage multiple campaigns at once.

5. Optmyzr (Paid, best for automation)

Optmyzr helps with bid adjustments, quality score improvements, and automation. If you’re serious about PPC, it can:

• Identify wasted ad spend
• Suggest bid changes in real-time
• Help automate repetitive tasks

It’s more advanced, so it’s best for businesses that are managing larger budgets or multiple campaigns.

6. Adzooma (Freemium, ideal for small businesses)

Adzooma is like having a PPC assistant. It provides:

• AI-powered campaign suggestions
• Automated budget management
• One-click optimisations

A good option if you’re new to PPC and need guidance on improving campaign performance without spending hours tweaking settings.

Competitor & Ad Spy Tools

Knowing what your competitors are doing can give you a huge advantage. These tools help you track competitor ads, uncover winning strategies, and fine-tune your own campaigns.

7. SpyFu (Paid, great for competitive research)

SpyFu lets you see exactly which keywords your competitors are bidding on, how much they’re spending, and what their ad copy looks like. Useful for:

• Finding gaps in the market
• Adjusting your bidding strategy
• Learning from brands that are already succeeding

8. Facebook Ad Library (Free, for Meta Ads research)

If you’re running Facebook or Instagram ads, Facebook’s Ad Library is a goldmine. You can:

• Search for competitors and see their active ads
• Study ad formats and messaging that are working in your industry
• Get inspiration for your own campaigns

Since Meta Ads rely heavily on creative, knowing what’s trending in your niche can help you stay ahead.

9. BigSpy (Freemium, useful for multiple platforms)

A solid ad-spying tool that covers Facebook, Instagram, TikTok, Google, and more. It helps you:

• Find high-performing ad creatives
• Track competitor campaigns across different platforms
• Spot trends before they go mainstream

If you’re advertising on multiple channels, this can give you a wider view of what’s working across industries.

Conversion Tracking & Analytics Tools

If you’re not tracking your results properly, you’re wasting money. These tools help you measure what’s working, so you can improve your ROI.

10. Google Analytics 4 (GA4) (Free, but takes time to set up)

GA4 is essential for tracking PPC performance. It helps you:

• See where your traffic is coming from
• Track conversions and user behaviour
• Understand which ads are driving real results

The challenge? GA4 has a steep learning curve, so it takes time to get comfortable with the interface.

11. Hotjar (Freemium, great for understanding customer behaviour)

Ads drive traffic, but what happens when visitors land on your site? Hotjar helps you see how users interact with your landing pages by:

• Recording real visitor sessions
• Creating heatmaps to show where people click
• Identifying drop-off points in your conversion funnel

If you’re getting clicks but not enough sales or leads, Hotjar can help diagnose the problem.

12. Wicked Reports (Paid, for advanced tracking)

Wicked Reports is built for eCommerce and high-budget PPC campaigns. It helps you:

• Track the true ROI of your ad spend
• Attribute sales to the correct ad source
• Understand customer lifetime value (LTV)

It’s not cheap, but if you’re running serious paid campaigns, it can provide insights that help scale your business profitably.

Which PPC Tools Should You Use?

The right tools depend on your business size, ad budget, and campaign complexity. If you’re just starting out, you don’t need a full tech stack—just a few core tools to get the job done.

Essential Tools for Beginners

• Google Keyword Planner – Find the right keywords
• Google Ads Editor – Manage your campaigns easily
• Facebook Ad Library – Research competitor ads
• Google Analytics 4 – Track performance

Best Tools for Small Businesses

• Ubersuggest – Affordable keyword research
• Adzooma – Helps optimise campaigns with AI suggestions
• Hotjar – Understand why visitors aren’t converting

Best Tools for Agencies & Larger Budgets

• Semrush or SpyFu – Competitive research
• Optmyzr – Advanced campaign automation
• Wicked Reports – High-level conversion tracking

The world of PPC advertising is constantly evolving, and staying ahead means using the right tools to make data-driven decisions. Whether you’re managing Google Ads, Meta Ads, or testing new platforms like TikTok, having a solid PPC toolkit can save time, improve performance, and ultimately boost your ROI.

Which tools are you currently using? Are there any PPC tools you swear by?