Octavia DrexlerFebruary 19, 2022

A digital marketer’s technology stack is full of tools and weapons, each with a particular role and useful for a particular task. Running PPC campaigns is just one of the many activities associated with digital marketing – and the top PPC tools are an essential element of any successful digital campaign.

Curious to know what those are? 

Read on and find out more about the best PPC tools you should consider adding to your technology stack in 2022. 

What Is PPC Software And Why Are They Important? 

But first thing’s first: what is PPC software? PPC (or “pay-per-click”) software allows businesses and marketers to plan, set up, manage, edit, and monitor their PPC campaigns. 

In PPC advertising, marketers pay each time a user clicks on one of their online ads - hence the name “pay-per-click”. But this also means that campaigns should be constantly managed and improved in order to produce the best results. 

When running a PPC campaign, you will want to lower the “pay” while increasing the number of clicks. While this can be done on the PPC platform itself, the world of digital marketing software offers additional useful PPC campaign management software. 

top PPC tools 2022

Top PPC Tools in 2022 

It's easy to understand if you cannot make sense of all the tools available for digital marketer. So, if you are searching for the top PPC tools to embrace in 2022, make sure to check out the ones we mention below. Tried and tested by top PPC specialists!

PPC Analysis Tools 

PPC analytics and attribution tools can help you monitor your campaigns, and also gather relevant data to uncover insights and trends. This data allows you to make data-driven decisions and improve your campaign performance. Here are some remarkable PPC analysis tools: 

Ruler Analytics

Ruler Analytics is a marketing analytics and attribution tool that allows you to better understand and track the entire customer journey. It works by tracking visitors over multiple sessions, traffic sources, ads, etc. This is also a great tool to track the ROI and impact of PPC campaigns.


This is a tool that allows you to track and analyze your ROAS by channel. It works by collecting cost data from all major ad platforms; this data can then be used to correlate ad spend to users.


An alternative to Google Analytics, Oribi is another interesting analytics and attribution tool. It works by allowing you to you view different customer journeys and optimize your ad campaigns accordingly.


ClickGUARD offers advanced click forensics - that is, detailed information about each and every click on your Google Ads campaigns. This allows you to make data-driven decisions about each of your ad campaigns. You can effectively block spammy clicks, click bots, or irrelevant traffic, allowing your campaigns to be shown to relevant users. 

PPC Management Tools 

PPC management tools automate many time-consuming tasks while proving relevant campaign insights. These tools usually bring the benefit of simplifying campaign management and saving marketers precious time. Here are some of the best PPC management tools in 2022: 

AdEspresso by Hootsuite 

One of the many marketing software powered by Hootsuite, AdEspresso helps you create and optimize Facebook, Instagram, and Google Ads campaigns. The tool helps you analyze PPC campaigns and offers tips on improving them.


As the name suggests, this popular tool optimizes nearly every aspect of PPC management — bidding, budget, keywords management, quality score, and reporting. It is a complex tool and fully compatible with Google, Microsoft, and Amazon ads.

Wordstream Advisor

Another PPC campaign management software that has a lot of interesting features for PPC marketers. It is a good choice for marketing agencies, as it supports unlimited users and allows the tracking of different client accounts. The tool also has keyword research capabilities. It is compatible with Google Ads, but also with Bing and Facebook ads.

PPC Keyword Research Tools

Keyword research is an essential part of building a PPC campaign. While both Google and Bing offer their own keyword planners, marketers’ constant need for more and better data has led to the creation of several good keyword research tools. These top PPC tools help you identify and prioritize the keywords of your ad campaign:


This keyword research tool helps advertisers identify and analyze what content performs best for a given topic or competitor. Buzzsumo helps you find the most shared content on a certain keyword or from a specific domain and the results can be filtered by several criteria. This offers a lot of insight on keyword popularity, allowing you to choose the best keywords for your needs. 


Among its many interesting tools, SEMrush offers both a keyword research tool and a good competitor research tool. It gives you insight not only into potential keywords but also into what keywords your competitors are already using. It is also particularly useful at suggesting long-tail keywords. 


A straightforward keyword research tool, known to offer good keyword insights across categories. The platform makes it easy to find keywords with low SEO difficulty.

PPC Competitor Analysis Tools

Running PPC campaigns can be a competitive activity. You are after all competing for clicks. Luckily, you don’t have to rely on just guesswork. Competitor research tools offer you insight into what your competition is doing in terms of PPC campaigns. Some of these top PPC tools can provide a good way to boost your PPC campaigns.


Even though it is generally known as an SEO tool, Ahrefs also offers some useful features for PPC campaigns. In addition to allowing you to do keyword research, it can also give you a lot of insight into your competition. 


As we have already mentioned, SEMrush allows you to perform competitive research on ads. You can find out what keywords your competition is targeting, but also how much they’re spending.


With SimilarWeb, you can compare your results to those of your competition. This can help you identify what you are doing well or how you can improve your campaigns. It can also help you identify new trends and opportunities. 

PPC Landing Page Tools

Using custom landing pages for each of your PPC campaigns allows you to make sure that the landing page you are using is highly relevant to your campaign. This will give your marketing strategy coherence. Relevancy should also give you a higher conversion rate for your PPC efforts. Here are our top PPC tools for custom landing pages:


Instapage allows you to create custom and mobile-responsive landing pages. It is easy to use and offers many customizable templates to choose from. At the same time, it offers many integrations with other tools in your marketing technology stack.


A similar top PPC tool is Unbounce. This useful PPC campaign software also allows you to build personalized landing pages for each of your campaigns and track their performance

Free PPC Tools

Because we know that sometimes budget is an issue, we thought we’d also mention some of the best free PPC tools you can use. Actually, some of the most used PPC campaign software are actually free PPC tools. 

This list includes mostly the free PPC tools provided by the PPC platform (Google, Bing, Facebook, etc.), but also some other top PPC tools or freemium versions of PPC analysis tools or PPC campaign software.

The Google & Bing Keyword Planners

Whether you are planning PPC campaigns for Google or for Bing, both of these platforms offer a free PPC keyword planning tool. While these tools are rather limited, they do offer a great starting point in planning and optimizing your PPC campaigns. 

Google Search Console & Google Analytics

These are both free tools offered by Google, particularly if you are running PPC campaigns on this platform. The Google Search Console offers some organic query data that you can use for optimizing your campaigns. You can use Google Analytics to monitor your traffic, but also to analyze on-site searches and traffic patterns. 

Bonus tip: Free PPC tools for Keyword Research

Keywordtool.io, UberSuggest.io, and Answer The Public are all free PPC tools that you can use to identify search trends, user intent and get new keyword ideas. All these tools offer suggestions from various engines - none of these tools are sufficient on their own but can be quite helpful when paired with other PPC analysis tools.

As already pointed out, some of the top PPC tools in 2022 - like SEMRush and Optimyzr do have a freemium version. This is a free, but limited version of the PPC campaign software. While not necessarily the best choice, these can prove to be useful in some situations. 

How to Choose the Best PPC Campaign Software?

Our list is by no means an exhaustive one. All in all, the top PPC tools in 2022 will be the ones that help YOU reach your goals. Choose the best PPC management tools that make your work easier, while offering you the data you need. But do keep in mind that there are many tools and weapons out there that can help you make the most out of your PPC advertising. 

I work with the Marketing Team and a team of writers to strategize, create, and coordinate quality content for digital marketing & PPC professionals