Honestly, managing pay-per-click (PPC) campaigns manually is time-consuming and inefficient. Without automation, budgets can spiral, bids fluctuate, and businesses can waste thousands on non-converting clicks.

PPC management software solves this by automating bidding, improving targeting, optimizing ad copy, and streamlining reporting. In return, this helps businesses maximize return on ad spend (ROAS) and have a better overview of ad spend.

But from all the PPC tool options – how do you choose one? Some work with Google Ads, while others support Facebook, Instagram, or Amazon. Some are made for small businesses, others can scale for big companies with large ad spends

In this article, we’ll go over the 10 best PPC management tools in 2025, looking at their features, pricing, and how they can help you manage better ad campaigns. But first, let’s go over the key factors when choosing a tool.

What to look for in a PPC management tool

Some tools focus on automation, others specialize in reporting, and a few offer a mix of both. How do you choose? Here are some factors that we think matter most in 2025.

✅ Integrations

Choosing a tool that supports your advertising channels goes without saying – e.g. Google Ads, Facebook Ads, Bing, TikTok, Amazon and so on. If you’re in ecommerce, make sure it also integrates with shop systems like Shopify, WooCommerce or Shopware.

Then, you need to check how the tool connects to these platforms. Are the channels natively integrated (first-party), or do you need to set them up via an API (third-party)? This affects how deep and flexible the automation features are.

✅ Automated bidding & optimization

If you’re not using automation in 2025, you better hurry up! The best PPC software can automate bid adjustments, detect ineffective keywords, and apply custom rules to save time.

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For example, if a keyword consistently underperforms, you can set up a rule to move it to a negative keyword list automatically. No more wasting ad spend manually tweaking bids!

✅ Reporting and budget control

You can’t improve what you don’t measure. So choose one that provides real-time reports, tracks ad spend, and sends alerts before budgets go wild.

✅ Augmented by AI

But the best tool should go beyond data tracking in 2025. It should analyze trends, provide smart recommendations AND implement the changes in the tool (biggest time saver). Look for software that flags underperforming ads, suggests better keywords, and helps you adjust campaigns on the fly.

✅ Prebuilt templates

If you don’t want to build campaigns from scratch, prebuilt ad templates can save time and offer a strong starting point. Some tools also provide automation presets that apply best-performing settings instantly. The ideal scenario is to use prebuilt templates, yet still have the flexibility to build your own if/when you want.

✅ Ease of use and support

This one’s simple. The tool should be easy to set up and provide real value quickly. It’s also worth checking if they offer live chat, email support, or a dedicated account manager – especially if you manage a large PPC budget.

The 10 Best PPC Management Software in 2025

1. Shopstory

💡 The most versatile and flexible automation tool for PPC and product feed management‍

Shopstory is a 2-in-1 automation platform that manages PPC campaigns while keeping product feeds updated in real-time. This is especially useful for businesses running Google Shopping ads or Facebook Catalog ads, where accurate product listings are essential. It automates bidding, adds tags, bulk updates product descriptions, and streamlines reporting. While most tasks run automatically, users can still adjust bids, tweak ad creatives, and manually optimize if needed.

Built as a no-code, beginner-friendly tool, Shopstory offers prebuilt automation templates for quick setup and live chat support for assistance.

🔹 Ad channels: Google Ads, Facebook Ads, Instagram Ads
🔹 Popular features: Labelizer (adding custom performance-based labels), MCC Dashboards, turning scripts into no-code workflows, reporting, alerts, and AI-powered bulk product updates.
🔹 Suitable for: B2C ecommerce, performance marketers, marketing agencies.🔹 Pricing: Free plan available, pay-as-you-use plans start at €39/month for unlimited ad spend

2. Opteo

💡 Good for Google Ads recommendations‍

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Opteo is designed for businesses running Google Ads campaigns. It integrates nicely with Google Ads and offers recommendations for bidding, keywords, and quality scores. This tool is ideal for marketers who prefer to review changes before accepting them, as Opteo does not automate implementation. No prebuilt templates are offered, but email and chat support are available.

🔹 Ad channels: Google Ads
🔹 Popular features: Recommendations for campaign improvements, budget management, reporting and alerts.
🔹 Suitable for: PPC marketers who only need Google Ads.
🔹 Pricing: Starts at $129/month.

3. Optmyzr

💡 Best for PPC agencies and advanced users with bigger budgets

Optmyzr is a well-known tool for managing Google Ads, Bing Ads, and Amazon ad campaigns. It offers custom rule-based automation for bid management, smart budget tracking, and cross-platform support. Users can build custom scripts and fine-tune every aspect of their campaigns for full control.

Prebuilt automation templates are available and higher-tier plans include dedicated account managers.

🔹 Ad channels: Google Ads, Microsoft Ads, Amazon Ads
🔹 Popular features: Custom automation scripts, AI-powered budget tracking, cross-platform campaign management.
🔹 Suitable for: PPC agencies, advanced advertisers.
🔹 Pricing: Starts at $249/month.

4. Adzooma

💡 Better for Facebook Ads (Meta Ads)

Adzooma makes PPC management easier by giving smart recommendations for Google Ads, Bing Ads, and Facebook Ads. It’s a great choice for smaller businesses that want to improve their ads without doing all the work themselves. The platform analyzes campaigns and suggests changes, but you get to decide what to apply. It also helps with budget tracking, sends alerts, and offers one-click optimizations to make ad management faster and simpler.

🔹 Ad channels: Google Ads, Facebook Ads, Bing Ads (Microsoft Ads)
🔹 Popular features: PPC recommendations, reports, identifying duplicate keywords, pause campaigns, implement optimizations from the tool.
🔹 Suitable for: Low budget users looking for multi-platform in PPC, social media and website.
🔹 Pricing: Free basic plan; paid plans start at €59/month.

5. AdEspresso

💡 Best for A/B testing Facebook & Instagram Ads

AdEspresso streamlines the creation, management, and analysis of advertising campaigns across Facebook and Instagram. One of their key features is its built-in A/B testing, which allows users to create multiple ad variations to determine the most effective combinations of images, headlines, and target audiences. This functionality enables businesses to optimize their advertising strategies by identifying which ad elements perform best.

🔹 Ad channels: Facebook Ads, Instagram Ads
🔹 Popular features: A/B testing, post boosting, team collaboration, aggregated reporting
🔹 Suitable for: Marketers who mainly use Facebook and Instagram with limited flexibility
🔹 Pricing: Starts at $49/month with a spend limit of $1,000/month

6. Adalysis

💡 Good for Google Ads and Microsoft Ads

Adalysis is a PPC optimization tool focused on Google Ads and Microsoft Ads (Bing Ads), offering bid and budget management, keyword research, reporting and alerts. It’s suitable for users looking to optimize their campaigns, monitor performance and eliminate underperforming elements through data-driven testing.

🔹 Ad channels: Google Ads, Microsoft Ads (Bing Ads)
🔹 Popular features: Quality score tracking, smart automation, campaign builder
🔹 Suitable for: PPC specialists and brand advertisers
🔹 Pricing: Starts at $149/month, with a 30-day free trial.

7. TrueClicks

💡 Best for teams using Google Ads and Microsoft Ads

TrueClicks is a PPC audit and optimization tool designed to help businesses and agencies improve the efficiency of their Google and Microsoft Ads campaigns. It provides automated account audits, performance grading, and actionable recommendations to enhance campaign results. The tool helps advertisers identify opportunities for optimization – and can support prioritization – without requiring deep PPC expertise.

🔹 Ad channels: Google Ads, Microsoft Ads (Bing Ads)
🔹 Popular features: Automated account audits, n-gram analysis, budget optimization
🔹 Suitable for: Performance marketers and agencies
🔹 Pricing: Custom pricing based on ad spend, free up to €25,000

8. Marin Software

💡 Best for high-budget advertisers

Marin Software is an enterprise-level PPC management platform designed for large agencies or brands managing significant ad spend across multiple channels. It provides cross-channel performance insights, but only it its higher tiers does it offer budget management, campaign management and workflow automation. 

Marin enables teams to streamline workflows and processes, maintaining full control over campaign automation.

🔹 Ad channels: Google Ads, Microsoft Ads (Bing Ads), Facebook Ads, Amazon Ads
🔹 Popular features: AI-powered bid optimization, cross-channel support, budget forecasting
🔹 Suitable for: Enterprises managing large PPC budgets
🔹 Pricing: Custom pricing based on ad spend, starting at $500 per month

9. SEMrush PPC Toolkit

💡 Best for competitor research and keyword analysis

SEMrush’s PPC Toolkit provides rich insights into competitor ad strategies, keyword performance, and historical PPC data. It’s a valuable tool for businesses looking to refine their paid search strategy based on market intelligence.

Unlike traditional PPC management tools, SEMrush does not automate bidding or campaign adjustments but instead focuses on keyword research and competitive analysis to help advertisers make informed decisions.

🔹 Ad channels: Google Ads
🔹 Popular features: Competitor ad tracking, keyword research, ad history reports
🔹 Suitable for: Marketers focused on competitive analysis and keyword strategy
🔹 Pricing: Included in SEMrush’s Pro plan, starting at $99/month

Key takeaway

The right PPC tool should make managing your ads easier, saving you time and helping your business grow. From automated bidding to managing product feeds and improving your ad performance, choosing the right tool can make a big difference.

Not sure which one to pick? Shopstory is a simple way to automate ads and manage product feeds without coding skills – but it’s powerful enough for big accounts and large online shops too! Plus, it has a free version so you can try it out first! Many platforms also offer free trials or demos, so you can find the best fit without any risk.

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