Top 10 PPC tools you should be using in 2025
Boost your PPC performance with these 10 tools for streamlining workflows, automating tasks, and driving campaign success.
In 2025, managing paid search isn’t just about adjusting bids or split testing ad copy.
It’s about navigating a complex, data-rich environment where performance depends heavily on the supporting tools you use.
Today, PPC professionals are expected to handle cross-channel attribution, rapidly test creative, track micro-conversions, and make sense of fragmented reporting dashboards.
With Google constantly rolling out changes – like Performance Max, Consent Mode v2, and new AI-generated ad formats – staying ahead means building the right tool stack.
These 10 tools give you the edge to move faster, think smarter, and drive better results.
1. Google Ads Editor
- Category: Core campaign management
Google Ads Editor is a downloadable application from Google that allows you to:
- Make bulk edits.
- Manage campaigns offline.
- Push large-scale changes faster than the web UI.
It’s ideal for anyone managing multiple campaigns or complex accounts with frequent adjustments.
Why it’s useful
It provides unmatched control and speed when building or editing campaigns.
Unlike the web interface, you can:
- Duplicate campaigns.
- Filter by advanced criteria.
- Work without internet connectivity.
Use case
Let’s say you’re launching a multi-location campaign for a franchise client with region-specific ad copy.
Google Ads Editor allows you to:
- Clone campaigns.
- Update location-specific assets.
- Upload all at once without toggling between interfaces.
2. Looker Studio
- Category: Reporting and dashboards
Looker Studio is Google’s free data visualization and dashboard tool.
It enables marketers to build live, interactive reports and integrates seamlessly with Google Ads, GA4, and other data sources for streamlined performance reporting.
Why it’s useful
It turns raw PPC data into visual dashboards that are easy to understand and share.
This is great for tracking KPIs across campaigns or providing transparent client reporting.
Use case
Create a live Performance Max performance dashboard segmented by asset group and conversion value to show clients exactly which creative is driving results.
Dig deeper: 5 things your Google Looker Studio PPC Dashboard must have
3. Supermetrics
- Category: Data integration
Supermetrics is a powerful ETL (extract, transform, load) tool that pulls data from advertising platforms into:
- Google Sheets.
- Excel.
- BigQuery.
- Looker Studio.
It’s essential for automating performance tracking across platforms.
Why it’s useful
Instead of exporting CSVs manually, Supermetrics automates your reporting pipeline and helps combine paid search data with other sources like Meta, HubSpot, or Shopify.
Use case
Combine Supermetrics + Looker Studio to visualize daily budget pacing against monthly goals for each campaign in your manager account.
4. ChatGPT
- Category: Creative + strategic assistant
ChatGPT is an advanced language model from OpenAI that can generate human-like responses, making it incredibly versatile for marketing tasks.
It excels at ideation, writing, data analysis, and more – and when accessed via the API, it becomes an automation powerhouse for repetitive or creative workflows.
Why it’s useful
It acts like a hybrid strategist, analyst, and copywriter.
You can use the ChatGPT web app for quick campaign brainstorms or integrate it via the API to scale and automate campaign creation, feed enrichment, ad audits, and QA at a level that’s not possible manually.
Use cases
- Instantly generate headline and description variants tailored to intent, location, or user stage.
- Build a script that rewrites hundreds of Google Shopping titles based on structured data (e.g., brand, category, size) to improve CTR.
- Use GPT to parse and summarize Search Term Reports, then suggest negative keywords or new ad groups.
- Generate custom performance summaries by connecting campaign data via the API and having GPT auto-write client-facing reports.
- Analyze conversion data and surface recommendations based on patterns GPT identifies in time-of-day, device, or query performance.
- Generate headline variations for a lead gen form ad that includes a unique value prop and dynamically inserts a location.
Dig deeper: ChatGPT for PPC: 17 strategic prompts you can use today
5. Zapier
- Category: Workflow automation
Zapier is a no-code automation platform that connects your apps and services together.
It helps streamline repetitive tasks between Google Ads and tools like:
- Slack.
- Google Sheets.
- CRMs.
- Email platforms.
Why it’s useful
It lets you automate everything from budget alerts to campaign pausing without needing dev help.
It is ideal for scaling workflows or minimizing manual checks.
Use case
Auto-pause campaigns when a “pause” flag is checked in a Google Sheet that your account managers use for budget tracking.
6. CallRail
- Category: Conversion attribution (lead gen)
CallRail is a call tracking and attribution tool that links phone calls back to your Google Ads campaigns.
It tracks which sources, keywords, or ads are driving inbound calls, and even supports offline conversion imports.
Why it’s useful
For lead gen and local service businesses, form submissions aren’t enough.
CallRail lets you measure calls as conversions, qualify leads, and attribute revenue to calls.
Use case
Attribute high-value phone calls to specific keywords or campaigns and use offline conversion imports to optimize bidding strategies.
7. Hotjar
- Category: Landing page optimization
Hotjar is a UX insights tool that helps marketers visualize how users behave once they arrive on your site.
It includes heatmaps, session recordings, and surveys to identify friction points in the user journey.
Why it’s useful
You can directly observe what users do after clicking your ad.
Are they scrolling, clicking CTAs, or getting stuck?
It’s essential for diagnosing poor conversion rates even when traffic quality is strong.
Use case
Watch recordings of visitors from a high-CTR but low-converting campaign to identify friction points on the landing page and improve conversion rate.
8. Google Search Console
- Category: Technical QA and organic insights
Google Search Console is a free tool from Google that helps you monitor and troubleshoot your website’s performance in organic search.
It also plays a key role in diagnosing landing page health for paid campaigns.
Why it’s useful
Slow-loading or poorly indexed pages impact Quality Score.
GSC shows crawl errors, speed issues, and query-level insights that help improve PPC landing page performance.
Use case
Discover organic queries driving high impressions but low clicks, then test those as exact match keywords in your Search campaigns.
9. Feedonomics
- Category: Shopping feed management
Feedonomics is a full-service feed optimization platform used by retailers to manage product data across multiple shopping and marketplace channels.
It allows deep customization of feed content and structure.
Why it’s useful
Shopping campaigns live or die by feed quality.
Feedonomics lets you clean, enrich, and segment product feeds in ways Google Merchant Center alone can’t support.
Use case
Set up rules to append dynamic product features (e.g., wattage, size, material) into titles based on category to improve Shopping CTR.
10. Rich Results Test
- Category: Structured data and SEO
The Rich Results Test is a free Google tool that checks whether your pages are eligible for rich snippets in search results based on your schema markup.
It’s useful for ensuring your structured data is correctly implemented.
Why it’s useful
Structured data impacts both SEO and PPC, particularly for Shopping, Performance Max, and local listings.
Ensuring proper markup improves visibility in free and paid listings.
Use case
Validate schema on key landing pages to ensure your product and location data is eligible for display enhancements in free listings and Performance Max.
Final thoughts
PPC in 2025 is about more than just managing campaigns – it’s about mastering the ecosystem around them.
Whether you’re managing lead generation for local businesses, scaling Shopping campaigns, or reporting on ROAS across 15 accounts, the 10 tools above represent the backbone of a modern PPC workflow.
They’ve earned their place through day-to-day utility, strategic leverage, and tight integration with Google Ads.
If you’re building out your PPC tool stack, start with what fills your most pressing gaps – whether that’s reporting, automation, conversion tracking, or feed optimization.
And don’t forget to revisit your stack quarterly. As platforms evolve, so should your tools.
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