Regular PPC audits are essential to maximize your ROAS (return on ad spend). Audits are the best way to review performance, analyze opportunities, and derive insights from your PPC campaigns.
But, conducting audits can be a complex and time-consuming process. So choosing a PPC audit tool that simplifies that process is important.
PPC audit tools help you analyze your campaign performance quickly and easily. They can automate tedious tasks and give you a clear roadmap for the audit process. This saves you tons of time and effort, letting you focus on what really matters: tweaking your campaigns to get more bang for your buck.
The best tools go beyond basic audits. They offer deeper analysis, detailed insights, and actionable recommendations.
In this article, you’ll learn:
- The factors you need to consider when choosing the right audit tool, and
- The best PPC audit tools available now
What should you look for in a PPC audit tool?
There are so many PPC auditing tools available catering to different levels of expertise, campaign complexity, and budget constraints. So, choosing the right audit tool requires careful consideration.
We believe there are five factors you need to consider when choosing the right audit tool. They are:
- Ease of use
- Dedicated auditing features
- Customized reporting
- Transparent scoring and actionable insights
- Cross-platform auditing support
Criteria | Description |
Ease of use | The tool should guide you through the audit process, step-by-step, making it manageable even if you are a newer PPC professional. Plus, it should present data clearly, so you can quickly spot issues like irrelevant keywords, underperforming ads, or landing page problems that might drag down your campaigns. |
Dedicated auditing features | The tool should focus on PPC auditing as its primary function or as a prominent feature within a broader suite of features. It must also offer detailed analyses of critical PPC metrics that matter to you. |
Customized reporting | The tool should enable you to create reports with various formats and visualizations that align with your budget, campaign goals, and the needs of your stakeholders. |
Transparent scoring and actionable insights | The tool should be transparent about its performance grading or scoring methodology. It should also be able to explain your campaign’s performance and provide actionable insights and recommendations suited to you. |
Cross-platform auditing support | The tool should integrate with and retrieve data from multiple platforms seamlessly, since you may be running campaigns across various platforms. It should also give you the power to conduct comprehensive audits anytime, regardless of where your ads are running. |
What are the best PPC audit tools in the market today?
Considering the factors listed above (on the condition that the tool satisfies at least four out of the five criteria), we’ve listed seven tools, including their key features and publicly available user feedback:
- Optmyzr
- TrueClicks
- Skai
- Opteo
- Madgicx
- Adalysis
- Acquisio
The tools all offer these common features:
- Support for PPC audits: All the tools provide a sufficient level of auditing functionality for PPC campaigns.
- Compatibility with major ad platforms: Most tools integrate with Google Ads and Microsoft Ads for audits. Some also support Amazon Ads and Meta Ads.
- Actionable recommendations: All the tools analyze campaign data and offer suggestions for improvement.
- Performance insights: All the tools provide some level of insight into campaign performance metrics.
- Reporting: All the tools offer some form of reporting on the audits conducted.
1. Optmyzr
Platforms supported: Google, Microsoft, Meta, LinkedIn, and Amazon Ads
Pricing: From $208/month ($10K spend, up to 25 accounts), with a 14-day free trial
Rating: 4.6/5 on G2 and 4.6/5 on Capterra (July 2024)
Built for accounts of any size, diversity, or complexity, Optmyzr is an award-winning PPC management software solution that gives paid media marketers the tools they need for auditing, optimization, reporting, and automation.
Optmyzr’s Key Features:
- Provides detailed audits via powerful rule-based automation
- In-depth analysis for Responsive Search Ads, Performance Max, Value-Based Bidding, and Shopping Ads
- Comprehensive insights via historical trends, conversion anomalies, competitor analysis, change history analysis, and more. Offers historical trends, conversion anomalies, competitor analysis, change history analysis, customized audits, and a lot more
- Sends real-time notifications via integrations with Slack, Microsoft Teams, and Zapier
Watch Navah Hopkins explain how Optmyzr’s audit tools make every advertiser’s day-to-day tasks easier.
What users think of Optmyzr:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Offers customized, step-by-step, guided audits
- Monitors for anomalies and automatically notifies account owners
- Provides actionable recommendations and growth opportunities with detailed insights
- Supports real-time data refresh
- Excellent customer support (typically a two-hour response time)
- Detailed product training (a free in-depth Udemy course and a biweekly product tutorial video program called Learn with Optmyzr)
The Bad:
- Some users may find the platform overwhelming to use
- No free plan
2. TrueClicks
Platforms supported: Google and Microsoft Ads
Pricing: From $208/month ($50K spend, unlimited accounts)
Rating: 4.4/5 on G2 and 4.6/5 on Capterra (July 2024)
TrueClicks is a cloud-based marketing solution, which helps businesses create, launch, and manage PPC marketing campaigns within a unified portal.
TrueClicks’s Key Features:
- Integrates with analytics tools like Looker Studio, Microsoft Excel, Google Sheets, Power BI, and Tableau for advanced data analysis
What users think of TrueClicks:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Offers a free plan up to $50K in monthly ad spend
- Offers insights and recommendations
- Provides good customer support
The Bad:
- Doesn’t support Amazon Ads and Meta Ads
- Limited rule-based automation
- Doesn’t support scripts or native reporting
- Limited capabilities for Performance Max and value-based bidding
- Doesn’t support real-time notifications via Microsoft Teams, Slack, or Zapier
3. Skai
Platforms supported: Google, Microsoft, Amazon, Meta, TikTok, Snapchat, Pinterest, and LinkedIn Ads
Pricing: On request
Rating: 4.0/5 on G2 and 4.2/5 on Capterra (July 2024)
Skai is an omnichannel platform performance marketers use to unlock insights, streamline execution, and measure holistically across walled garden media.
Skai’s Key Features:
- Integrates with Slack, Microsoft Teams, and Zapier for real-time notifications
What users think of Skai:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Offers automation, auditing, and reporting capabilities for almost all of the major ad platforms
- Practical for enterprise teams
The Bad:
- Expensive, complicated pricing and free trial structure
- Doesn’t support scripts for Performance Max campaigns (unreliable for advertisers who run audit scripts)
- Longer support response time (6-24 hours) than Optmyzr (2 hours)
4. Opteo
Platforms supported: Google Ads
Pricing: From $129/month ($25K spend, 10 accounts)
Rating: 4.5/5 on G2 and 4.9/5 on Capterra (July 2024)
Opteo is a Google Ads management tool that recommends optimizations based on continuous account monitoring.
Opteo’s Key Features:
- Provides scorecards to understand performance
What users think of Opteo:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Easy-to-understand UI
- Offers good customer support
- Supports real-time notifications via Slack
The Bad:
- Doesn’t support Microsoft, Meta, and Amazon Ads
- Uses a 6- to 24-hour refresh cycle, not real-time like Optmyzr
- Very limited automation and spend projection capabilities
- Limited support for shopping, RSA, and Performance Max
- Doesn’t support real-time notifications via Microsoft Teams or Zapier
5. Madgicx
Platforms supported: Meta Ads and Google Ads (limited)
Pricing: From $44/month for the basic plan. Offers a 7-day free trial.
Rating: 4.7/5 on G2 and 4.8/5 on Capterra (July 2024)
Madgicx is a cloud platform for Meta Ads ecommerce advertisers that offers a range of solutions to optimize multiple areas of their advertising, including Facebook tracking, automation, targeting, creatives, and ad management.
Madgicx’s Key Features:
- Offers an all-in-one automation and management solution for Meta Ads
- Provides deep attribution capabilities for Meta Ads
What users think of Madgicx:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Features rule-based automation and reporting tools
- Offers deep Meta Ads insights features
- Offers detailed product training
The Bad:
- Very limited Google Ads support and no support for Microsoft and Amazon Ads
- Gets expensive after reaching certain ad spend levels
6. Adalysis
Platforms supported: Google and Microsoft Ads
Pricing: From $127/month ($50K spend, unlimited accounts)
Rating: 4.8/5 on G2 and 4.6/5 on Capterra (July 2024)
Adalysis is a PPC management software designed to help marketers manage advertising campaigns on Google Search and Microsoft Bing.
Adalysis’s Key Features:
- Provides audits via rule-based automation
- Offers tools to analyze campaign performance
What users think of Adalysis:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Offers basic audit reports for free
- Easy-to-understand UI
The Bad:
- Doesn’t support Amazon Ads and Meta Ads
- Limited capabilities for Performance Max, value-based bidding, shopping ads, and rule-based automation
- Doesn’t support real-time notifications via Microsoft Teams, Slack, or Zapier
7. Acquisio
Platforms supported: Google, Microsoft, and Meta Ads
Pricing: On request
Rating: 3.8/5 on G2 and 3.9/5 on Capterra (July 2024)
Acquisio is an AI-powered tool for marketers, agencies, and local SEM resellers to scale their PPC offerings on advertising platforms like Google, Meta, and Microsoft.
Acquisio’s Key Features:
- Provides cross-channel performance insights
What users think of Acquisio:
The following is a synopsis of feedback from G2 and Capterra reviews.
The Good:
- Easy-to-understand UI
- Supports pricing based on your service needs
The Bad:
- No support for Amazon Ads
- Limited rule-based automation and limited capabilities for Performance Max, value-based bidding, and shopping campaigns
- Bidding tools are fully black-box with limited recommendations and user control
- Many users reported a drop in performance when working with a high number of campaigns
- Doesn’t support real-time notifications via Microsoft Teams, Slack, or Zapier
Spend less time buried in audits and more time doing work that drives conversions.
The modern PPC advertiser’s job is no longer about pulling levers and pushing buttons in an ad interface. Your real value is your ability to contextualize, think creatively, and execute well. And a great PPC audit tool helps you do that.
If you think Optmyzr is the tool for you, sign up for a 14-day free trial today. Thousands of advertisers—from small agencies to big brands—worldwide use Optmyzr to manage over $5 billion in ad spend every year. Plus, if you want to know how Optmyzr’s various features help you in detail, schedule a consultation call today to talk to one of our experts.
