PPC bid management is all about setting and adjusting bids to maximize ad performance while staying within your budget. As ad platforms become more automated, you need tools that provide visibility, control, and efficiency.
A reliable bid management tool provides you with those while automating optimizations and preventing overspending. But choosing the right tool is crucial. It should align with your goals, budget, and level of automation needed to drive the best results.
With so many options available, let’s explore the best bid management tools in the market.
What should you look for in a PPC bid management tool?
There are so many bid management tools available catering to different levels of expertise, campaign complexity, and budget constraints. So, choosing the right one requires careful consideration.
We believe there are ten factors you need to consider when choosing the right bid management tool. They are:
- Automation capabilities
- Cross-platform support
- Real-time bid adjustments
- Data insights and reporting
- Budget management and pacing
- Ease of use and customization
- A/B testing for bid strategies
- Anomaly detection and alerts
- Scalability
- Pricing and ROI
Factor | Why it matters | What to look for |
Automation capabilities | Reduces manual work and optimizes bids in real-time | Auto-bid adjustments based on conversion data, anomaly detection, and budget pacing |
Cross-platform support | Ensures seamless bid adjustments across various ad platforms like Google, Microsoft, Amazon, and Meta Ads | Seamless integration with multiple ad platforms for a unified bidding strategy |
Real-time bid adjustments | Reacts quickly to competition and user behavior changes | Tools that update bids dynamically based on real-time data |
Data insights and reporting | Provides transparency and actionable insights for better decisions | Customizable reports, conversion tracking, and integration with analytics tools |
Budget management and pacing | Prevents overspending and ensures consistent performance | Features like budget pacing, forecasting, and spend distribution across campaigns |
Ease of use and customization | Simplifies bid management without requiring technical expertise | Intuitive dashboards, drag-and-drop UI, and customizable rule-based automations |
A/B testing for bid strategies | Helps identify the most effective bid strategies through testing | Tools with built-in A/B testing or bid experimentation capabilities |
Anomaly detection and alerts | Notifies users of bid spikes or inefficiencies to prevent wasted ad spend | Real-time notifications and alerts for unusual performance trends |
Scalability | Adapts as your business grows and manages larger budgets | A tool that supports different business sizes, from SMBs to enterprises |
Pricing and ROI | Ensures the tool fits within your budget while maximizing return on investment | Transparent pricing with flexible plans for different levels of ad spend |
What are the best PPC bid management tools in the market today?
Considering the factors listed above (on the condition that the tool satisfies at least seven out of the ten criteria), we’ve listed six tools, including their key features and publicly available user feedback:
| Name of the tool | Top feature | Pricing |
|---|---|---|
| Optmyzr | Advanced bid optimization with powerful rule-based automation | From $208/month for $10K spend, up to 25 accounts |
| TrueClicks | Data-driven insights for bid adjustments | From $208/month for $50K spend, unlimited accounts |
| Skai | Omnichannel bid optimization for enterprises | From $90,000/year |
| NinjaCat | Bid and budget automation with advanced analytics | Custom pricing |
| Adalysis | Automated bid suggestions and A/B testing | From $149/month for $50K spend, unlimited accounts |
| Marin | AI-powered bid management across search, social, and ecommerce | From $500/month for up to 50 accounts |
1. Optmyzr
Best for: Agencies and in-house teams looking to automate bid management, optimize PPC performance, and maintain control over budgets across multiple platforms
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
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:
- Rule-based bidding – Allows users to set custom bid adjustments based on specific performance metrics and conditions.
- Smart bidding optimization – Enhances Google’s Smart Bidding by providing better data inputs and controls.
- Budget-based bid adjustments – Automatically adjusts bids to keep spend aligned with budget pacing and performance goals.
- Historical performance-based bidding – Analyzes past data to suggest bid changes that maximize ROAS and conversion rates.
What users think of Optmyzr:
The following is a synopsis of feedback from G2 and Capterra reviews.
Pros:
- Advanced customization: Users appreciate the ability to do advanced bidding, identify errors, and automate manual tasks through customized scripts.
- Efficiency and time-saving capabilities: Optmyzr provides tools that help save time and improve campaign efficiency, such as streamlining campaign creation and robust day-parting features.
- Comprehensive analysis tools: The platform offers excellent tools for quick analysis and performance overviews, helping users identify opportunities like location targeting or negative keywords.
Cons:
- Complexity: Some features are not intuitive or clear on how to use them effectively, which may lead to underutilization.
2. TrueClicks
Best for: PPC agencies and consultants who need automated audits, optimization recommendations, and performance monitoring to ensure accounts follow best practices
Pricing: From $208/month ($50K spend, unlimited accounts)
Rating: 4.4/5 on G2 and 4.6/5 on Capterra
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:
- Bid strategy auditing – Evaluates bid settings and strategies to identify inefficiencies and optimization opportunities.
- Automated bid recommendations – Suggests bid adjustments based on performance trends and account goals.
What users think of TrueClicks:
The following is a synopsis of feedback from G2 and Capterra reviews.
Pros:
- Personalization: TrueClicks allows you to optimize based on individual account needs, which is appreciated for managing different client requirements.
- Budget control: Users find it effective in controlling budgets across accounts.
- Up-to-date insights: It provides real-time adjustments and recommendations, keeping in line with Google Ads updates.
Cons:
- Google AI dependence: Some users feel TrueClicks relies heavily on Google AI for bidding strategies, which might be less useful for advanced marketers.
- Manual bid management: Not suited for manual bid adjustments as users mentioned it can result in a lower score.
- Connectivity issues: Occasionally, issues with Google Analytics connections can persist, affecting performance insights.
3. Skai
Best for: Large enterprises and agencies managing omnichannel PPC campaigns and needing advanced AI-driven bidding, predictive analytics, and deep cross-platform insights
Pricing: From $90,000/year
Rating: 4.0/5 on G2 and 4.2/5 on Capterra
Skai is an omnichannel platform performance marketers use to unlock insights, streamline execution, and measure holistically across walled garden media.
Skai’s key features:
- AI-powered bid optimization – Uses machine learning to adjust bids based on historical and predictive data.
- Cross-channel budgeting – Optimizes bids across search, social, and ecommerce platforms for better budget allocation.
What users think of Skai:
The following is a synopsis of feedback from G2 and Capterra reviews.
Pros:
- Integration and automation: Skai allows integration across retail, social, and search channels, managing spending efficiently with automated rules.
- Comprehensive analytics: Users appreciate customizable KPIs and the ability to perform detailed auditing and dashboard tracking, especially useful for Amazon campaigns.
- Reliability: Known for high speed and reliability when adjusting bids and finding actionable insights.
- Support and continuous improvement: Excellent customer support and a strong commitment to new features and platform updates.
Cons:
- Learning curve: Some users find the platform requires a significant amount of learning, suitable primarily for those with a technical background in PPC.
- Cost: Skai can be expensive, which might be a consideration for some organizations.
- Interface complexity: The user interface sometimes receives criticism for being overly complex and not very intuitive.
4. NinjaCat
Best for: Agencies and multi-location businesses that require automated reporting, budget pacing, and campaign performance tracking across multiple PPC platforms
Pricing: Custom pricing
Rating: 4.1/5 on G2 and 4.3/5 on Capterra
NinjaCat is a unified marketing analytics platform designed for agencies, media companies, and multi-location brands. They acquired shape.io, a PPC management platform.
NinjaCat’s key features:
- Automated bid and budget pacing – Adjusts bids dynamically to ensure spending stays on track with budget targets.
- Cross-platform bid management – Consolidates bidding data from multiple platforms for a unified strategy.
What users think of NinjaCat:
The following is a synopsis of feedback from G2 and Capterra reviews.
Pros:
- Easy to use – NinjaCat is praised for its ease of use and ability to consolidate data from multiple channels into cohesive reports.
- Automated & scalable reporting – It’s appreciated for enabling professional, automated, and scalable reports that save time.
- Strong customer support – The support team is often mentioned as being friendly, knowledgeable, and helpful in providing custom solutions.
Cons:
- Performance issues – Some users reported issues related to performance and speed, especially when dealing with large data volumes.
5. Adalysis
Best for: Advertisers and PPC managers focused on data-driven bid adjustments, A/B testing, and automated optimizations for Google and Microsoft Ads
Pricing: From $149/month ($50K spend, unlimited accounts)
Rating: Not enough reviews
Adalysis is a PPC management solution designed to help marketers manage advertising campaigns on Google and Microsoft Ads.
Adalysis’s key features:
- Automated A/B testing for bidding strategies – Tests different bid strategies and provides insights on the best-performing ones.
- Bid adjustment suggestions – Recommends bid changes based on CTR, conversion rates, and ROAS trends.
What users think of Adalysis:
Users have praised Adalysis for its ability to streamline PPC optimization by highlighting areas that need attention and automating ad testing. They also appreciate the platform’s capability to provide valuable insights and facilitate changes without the need to log into Google Ads.
6. Marin
Best for: Large advertisers and enterprises managing PPC, social, and ecommerce campaigns who need AI-powered bid management and cross-channel reporting
Pricing: From $500/month (50 accounts)
Rating: Rated 3.8/5 on G2 and 3.4/5 on Capterra
Marin is a campaign management tool that helps marketers create & optimize campaigns for Google, Microsoft, Facebook & Amazon Ads.
Marin’s key features:
- AI-driven bid optimization – Uses machine learning to set bids based on predictive performance models.
- Rule-based bid adjustments – Allows customization of bidding rules based on business goals and KPIs.
What users think of Marin:
The following is a synopsis of feedback from G2 and Capterra reviews.
Pros:
- Automated bidding: Helps in optimizing bids constantly, even when not actively managing campaigns, leading to better ROAS.
- Batch management: Features like bulk sheets allow for mass changes efficiently, saving time.
- Effective for various scale campaigns: It’s known for being reliable across different scales of campaigns, and some users report improved profits using Marin compared to Google or Bing strategies.
Cons:
- Slow to adjust to new features: Marin can be slow in adopting new features rolled out by platforms like Google Ads.
- Complex to use: Some users find the platform difficult and not as user-friendly compared to other platforms.
- Outdated bidding algorithm: The algorithm has not kept pace with advancements in smart bidding offered by newer features in platforms like Google Ads.
Choose a bid management tool that works for you.
Managing PPC bids effectively is about more than just automating adjustments—it’s about making smarter, data-driven decisions that align with your business goals. The right bid management tool helps you automate where necessary while keeping you in control of your budget and strategy.
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.
