Managing PPC campaigns for multiple clients is a high-wire act. You're constantly juggling budgets, tweaking bids, pulling reports, and trying to prove ROI, all while fighting the clock. It's a recipe for burnout if you're stuck doing everything manually in the native ad platforms. The right PPC software for agencies isn't just a nice-to-have; it's the core of a scalable, profitable operation. Without it, you're leaving money and time on the table.
This guide cuts through the marketing fluff. We're going to break down the top PPC tools specifically for agency use. I’m not just listing features you can find on their pricing pages. We’ll look at what actually matters for an agency: multi-account management, automation that works, client reporting that doesn't suck, and features that support scaling. For agencies looking to streamline operations even further, understanding models like white label PPC management can be a game-changer, letting you expand service offerings without increasing in-house headcount.
Here, you'll find a detailed analysis of each platform, complete with screenshots, my honest take on their pros and cons, and who they’re really built for. Whether you're a freelance PPC pro, a growing agency, or a large-scale operation, the goal is to help you find the software stack that lets you stop drowning in spreadsheets and start focusing on strategy. Let's get into it.
1. dynares
dynares stands out as a powerful, end-to-end platform for agencies looking to automate and scale Google Ads campaigns with a level of personalization that's usually impossible to manage manually. The core idea is simple but incredibly effective: automatically generate thousands of keyword-specific landing pages and matching ad copy, then let an AI continuously A/B test them to maximize performance. This solves the massive headache of creating unique, high-relevance experiences for every single keyword cluster you target.
For agencies, this means moving beyond generic landing pages and achieving a much higher Quality Score, which translates directly to lower CPCs and better ad positions. It’s a smart way to deliver enterprise-level execution without needing a team of developers and CRO specialists for every client account.
Why it’s our featured choice for agencies
The platform’s standout feature is its revenue-first optimization. Instead of just tracking leads, dynares uploads conversion values back into Google Ads. This is a game-changer because it allows Google’s Smart Bidding to optimize for what actually matters: revenue and ROAS, not just the raw number of form fills. It closes the loop between spend and profit, giving you a much clearer picture of campaign ROI. This capability is exactly what makes it such a strong choice for PPC software for agencies that need to prove tangible value to clients.
The entire workflow is built for efficiency. With integrated landing page and form builders, GTM and HubSpot connections, and real-time analytics, you can manage the full funnel from a single dashboard. This eliminates the need for juggling spreadsheets and multiple tools, which is a huge time-saver when managing several client accounts. If you're looking for a more in-depth view of how this can be applied, dynares offers a dedicated guide for agencies.
Pricing and best fit
dynares offers a transparent pricing model that scales with your needs. There's a free plan to get started, with paid tiers starting around €29/month for freelancers (Starter), moving up to a Pro tier (€243/month) for growing teams, and Agency/Business plans (€765/month) for high-volume campaigns. It's best for agencies and PPC teams wanting to automate large-scale Google Ads personalization and optimize for revenue, not just lead counts.
Website: https://dynares.ai
2. Google Ads manager accounts (MCC)
Let’s be brutally honest: if you're a PPC agency managing Google Ads and not using a Manager Account (formerly MCC), you're making a massive, amateur mistake. This isn't optional; it's the absolute baseline. It's Google's native, free tool designed specifically for agencies to manage multiple client accounts from a single dashboard. Think of it as your command center for all things Google Ads.
It consolidates everything, offering single sign-on access, centralized billing, and alerts across all linked accounts. The real power for agencies lies in its efficiency tools. You can apply bulk actions, create automated rules, and run scripts across multiple accounts simultaneously, saving you an absurd amount of time. Instead of logging in and out of dozens of accounts to make a simple change, you do it once.
Agency fit and scalability
The Manager Account is built for scale, period. It works just as well for a freelancer with three clients as it does for a massive agency with 300. As you grow, you simply link new client accounts. The permissions structure is also critical; you can grant different access levels to your team members, ensuring juniors can't accidentally blow a client’s budget while seniors have full control. This native integration is also key to improve Google Ads performance by streamlining your optimization workflow.
Website: https://ads.google.com/home/tools/manager-accounts/
3. Search Ads 360 (Google Marketing platform)
If Google Ads Manager is the command center, Search Ads 360 (SA360) is the enterprise-grade war room. This isn't for agencies running a few small local business accounts; this is a heavy-duty platform for managing massive, complex, multi-engine search campaigns. Part of the Google Marketing Platform, it unifies Google Ads, Microsoft Ads, and others into a single interface, providing powerful, unified workflows and reporting.
The real game-changer here is the deep integration with the rest of the Google stack, particularly Floodlight conversions. This allows for sophisticated, deduplicated attribution across channels and even offline conversion uploads. For agencies managing big-budget clients who demand granular, cross-engine performance data, SA360 is the gold standard. It’s the kind of PPC software for agencies that moves the conversation from clicks to genuine business impact.
Agency fit and scalability
SA360 is built for one thing: scale. It’s designed for large agencies with enterprise-level clients spending significant amounts across multiple search engines. Its portfolio bid strategies and budget management tools operate seamlessly across engines, allowing you to optimize a client’s entire search budget, not just their Google spend. The governance and API capabilities are robust, making it suitable for agencies with complex team structures and a need for custom data integrations. This is not a tool you dabble in; it's a commitment.
Website: https://marketingplatform.google.com/about/search-ads-360/
4. Skai (formerly Kenshoo)
When your agency starts playing in the big leagues with enterprise-level clients, you need enterprise-level tools. Skai, widely known by its former name Kenshoo, is exactly that. It's an independent, heavyweight platform built for large, complex paid search operations that demand granular control and deep insights, especially into Google's black-box formats like Performance Max and RSAs. This isn't a tool for a small agency dabbling in PPC; it's a serious investment for scaling sophisticated, cross-channel campaigns.
Skai provides the transparency and control that seasoned PPC pros crave. It digs into asset-level performance within automated campaigns, allowing you to make data-driven creative decisions instead of just guessing. Its power lies in creating custom audits, deploying automated actions at scale across huge account portfolios, and leveraging advanced portfolio bidding strategies. This is the kind of PPC software for agencies that manage millions in ad spend and need to prove incremental value at every turn.
Agency fit and scalability
Skai is engineered for large agencies and in-house enterprise teams, period. Its entire workflow, from budget pacing and forecasting to cross-channel planning, is designed for complexity. The platform excels at managing sprawling account structures where consistent, automated actions are critical for maintaining efficiency and performance. If you're managing dozens of high-spend accounts and need a unified system for search, social, and retail media, Skai is built to handle that scale without breaking a sweat.
Website: https://skai.io/search/
5. MarinOne (Marin software)
MarinOne is one of the original gangsters in the cross-channel advertising space, and it’s still a powerhouse for large, complex accounts. If your agency is managing serious budgets across search, social, and retail media like Amazon, MarinOne provides the unified command center you need. This isn't a tool for small fries; it's enterprise-grade software built to find optimization opportunities across massive, disparate datasets.
Its core strength lies in its ability to pull everything together—Google, Microsoft, Amazon, Facebook—into a single dashboard for analysis and action. The platform emphasizes sophisticated automation through a robust rules engine and budget planning workflows, allowing agencies to manage campaigns at a scale that would be impossible manually. It’s the kind of PPC software for agencies that need deep, granular control over every channel.
Agency fit and scalability
MarinOne is designed for large agencies managing multi-million dollar ad spends. Its architecture is built for handling immense amounts of data, with unlimited retention for long-term trend analysis. The strong integrations with Amazon Ads and DSP, along with its ability to use marketplace signals for bidding, make it particularly valuable for agencies with major e-commerce and retail clients. This isn't a plug-and-play solution; it's a strategic platform that requires implementation and expertise to unlock its full potential.
Website: https://www.marinsoftware.com/
6. Optmyzr
Optmyzr is what you get when ex-Googlers build the PPC optimization toolkit they wish they had. It’s a powerful automation and optimization suite designed to make agencies faster and smarter without needing a team of data scientists. This isn't just about reporting; it's an action-oriented platform that uses a Rule Engine and one-click optimizations to suggest and implement changes across Google, Microsoft, and even Amazon Ads. Think of it as an expert assistant that constantly scans your accounts for improvement opportunities.
The platform's strength is its balance between accessibility and power. You can get quick wins right out of the box with pre-built strategies, but the real magic is in customizing the Rule Engine. You can build sophisticated, multi-layered automation recipes to manage bids, pause poor-performing keywords, and adjust budgets based on your agency’s unique strategic logic. It gives lean teams the horsepower of a much larger operation.
Agency fit and scalability
Optmyzr is built for the agency workflow. Its cross-account dashboards, alert systems, and reporting tools are designed to manage a portfolio of clients efficiently. It scales well from a small agency managing a handful of accounts to larger ones with significant ad spend. The Campaign Automator, which uses product feeds to build and manage campaigns, is a massive time-saver for e-commerce clients. As a piece of PPC software for agencies, it hits the sweet spot between plug-and-play ease and deep customization.
Website: https://www.optmyzr.com/pricing
7. Adalysis
Think of Adalysis as your agency's automated QA engineer for Google and Microsoft Ads. While all-in-one platforms try to be a jack-of-all-trades, Adalysis doubles down on being the master of one thing: finding and fixing performance drains. It's a specialist tool designed for agencies that want to build rock-solid account foundations through relentless auditing, testing, and alerting without the bloat of an enterprise suite.
Its core value proposition is simple: it runs over 100 automated checks across your accounts every single day. It flags everything from conflicting negative keywords and poor Quality Score culprits to ad copy performance issues and budget pacing anomalies. This makes it an incredibly powerful safety net, ensuring nothing critical slips through the cracks, especially when you're managing dozens of client accounts. It’s less about flashy dashboards and more about functional, actionable insights that directly impact performance.
Agency fit and scalability
Adalysis is built for the hands-on agency that values efficiency and scale. Its pricing is transparently tied to ad spend, and every plan includes unlimited accounts and users, which is a huge win. This structure means you can scale your client base without worrying about per-seat licensing costs eating into your margins. The platform is especially useful for training junior team members, as the automated checks provide a clear, prioritized to-do list for account optimization. For teams that want to dive deeper, it's one of the best Google Ads optimization tools for systematically improving account health.
Website: https://adalysis.com/pricing/
8. Semrush – advertising toolkit
Look, Semrush is already a beast in the SEO world, but let's not sleep on its Advertising Toolkit. This isn't your primary platform for day-to-day campaign management. Instead, think of it as your intelligence and reconnaissance unit. Before you even build a campaign, you use Semrush to spy on your competitors, reverse-engineer their strategies, and steal their best keywords. It's the strategic prep work that wins the war before the first battle.
Its core strength is competitive intelligence. You can pull ad copy, see historical ad performance, and analyze display creative from rivals in your client's niche. The PPC Keyword Tool is also solid for building tightly themed ad groups and managing negatives from the get-go. While it has an Ads Launch Assistant to help build campaigns for Google and Meta, its real value is in the pre-launch planning phase. It’s the perfect complement to a primary management tool.
Agency fit and scalability
For agencies, this tool is gold for prospecting and onboarding. You can run an audit on a potential client's advertising footprint and walk into a pitch meeting armed with data showing exactly where their competitors are eating their lunch. It scales perfectly with your agency's growth because its value is in research and strategy, which applies whether you have five clients or 50. It helps you build smarter, more informed campaigns from day one, which is an incredibly scalable advantage.
Website: https://www.semrush.com/toolkits/advertising/
9. Supermetrics
Let's cut to the chase: manually exporting CSVs from every ad platform to build client reports is a soul-crushing, billable-hour-wasting activity. Supermetrics isn't a campaign management tool; it's a data pipeline that automates this entire painful process. It acts as the ultimate connector, pulling data from Google Ads, Meta, Microsoft, and dozens of other sources directly into the reporting and analysis tools your agency already uses, like Google Sheets, Looker Studio, or even a data warehouse like BigQuery.
Essentially, it kills the copy-paste-repeat workflow. You set up your connections once, build your dream dashboard, and let Supermetrics handle the scheduled data refreshes automatically. This means your client reports are always up-to-date with fresh data, and your team can focus on analysis and strategy instead of mind-numbing data entry. It’s the plumbing that makes modern agency reporting possible.
Agency fit and scalability
Supermetrics is built for agency scale. Whether you’re a small shop pulling data into a few Google Sheets for monthly reports or a large agency feeding a centralized BigQuery warehouse for dozens of clients, it can handle the load. The value is its flexibility. As your agency’s reporting needs become more sophisticated, moving from simple spreadsheets to interactive Looker Studio dashboards or advanced BI tools, Supermetrics grows with you. SSO and multi-user plans also ensure your data governance and team access are secure and manageable as you expand.
Website: https://supermetrics.com/pricing
10. Swydo
When your agency hits a certain size, manual reporting becomes an absolute soul-crushing time sink. Swydo is built to solve exactly that problem. It’s a dedicated client reporting and monitoring platform that strips away the complexity and focuses on one thing: creating and automating professional, white-labeled reports and dashboards for your clients. This isn’t a bid management tool; it’s a communication and value-demonstration tool.
Its primary strength lies in its simplicity and scalability. With over 32 integrations, you can pull data from Google Ads, Microsoft, Meta, and more into a single, unified view. The platform offers reusable templates, AI-powered report summaries, and a client portal with custom domains, which makes your agency look incredibly polished. KPI alerts also give you a heads-up if performance suddenly dips or spikes, letting you get ahead of client questions.
Agency fit and scalability
Swydo’s pricing model is a dream for growing agencies. It offers unlimited users on all plans, so you never have to worry about per-seat costs as you hire more account managers. Instead, you pay based on the number of data sources connected, which is a predictable way to scale your expenses alongside your client roster. This structure makes it one of the most accessible pieces of PPC software for agencies just starting to formalize their client communication. Honing your client communication is a critical step, and mastering PPC reporting for clients is non-negotiable for retention.
Website: https://www.swydo.com/pricing/
11. Shape (PPC budget management platform)
Let’s get straight to the point: budget pacing is one of the most tedious, anxiety-inducing parts of agency life. Underpacing means unhappy clients, overspending means you’re eating the cost. Shape is a piece of PPC software for agencies built to solve this specific, painful problem. It’s not an all-in-one optimization suite; it’s a laser-focused tool for budget management, tracking, and automation across all major ad platforms, not just Google.
It provides a centralized dashboard where you can set budgets and watch its "AutoPilot" feature automatically adjust daily spend caps or even pause campaigns to prevent overages. This is a lifesaver for agencies juggling dozens of clients with different monthly budgets and billing cycles. Instead of manually checking 50 accounts every day, you get a single, unified view of spend and pacing, freeing up your team to focus on actual strategy instead of basic arithmetic.
Agency fit and scalability
Shape is built from the ground up for agencies managing a large volume of accounts. The ability to add unlimited clients and users on their premium plans is a clear signal of their target audience. The pricing model, which scales based on total ad spend managed through the platform, is also agency-friendly. It allows you to start small, even with a free plan for one client, and grow your subscription as your agency scales its client base and billings. This model aligns their success directly with yours.
Website: https://shape.io/
12. CHEQ Essentials (ClickCease)
Let's get straight to it: click fraud is a silent budget killer. If you aren't actively protecting your clients' ad spend from bots, competitors, and other invalid traffic (IVT), you're basically lighting a portion of their money on fire. CHEQ Essentials, widely known by its former name ClickCease, is a specialized tool designed to plug that leak. It acts as a security guard for your PPC campaigns on Google, Microsoft, and Meta, analyzing traffic in real-time and automatically blocking fraudulent sources.
This isn't just about saving a few bucks; it's about data integrity. When your analytics are polluted with bot clicks, your CPLs are inflated and your optimization decisions are based on garbage data. CHEQ works by running thousands of security checks on incoming traffic and then using IP blocking and audience exclusions to prevent bad actors from seeing and clicking on your ads again. For an agency, this provides a clear, demonstrable way to protect client investment.
Agency fit and scalability
CHEQ is built with agencies in mind. Its dashboard allows you to manage multiple client domains from a single login, which is non-negotiable for efficient operations. You can quickly switch between client reports, see an overview of blocked traffic across your portfolio, and demonstrate tangible value by showing clients exactly how much ad spend you've protected. The setup is relatively straightforward, requiring a simple tracking code installation, making it easy to roll out across new and existing client accounts as you scale.
Website: https://essentials.cheq.ai/pricing/
Top 12 PPC agency tools compared
| Product | Core features | UX (★) |
Price / Value (💰) |
Target audience (👥) |
USP (✨) |
|---|---|---|---|---|---|
| 🏆 dynares | AI-generated keyword-specific ads, landing pages, forms; Auto A/B; analytics | 💰 Free → Starter/Pro/Agency tiers (transparent) | 👥 PPC managers, agencies, lean growth teams | ✨ Keyword-personalized pages at scale + revenue-aware conversion uploads | |
| Google Ads Manager Accounts (MCC) | Multi-account dashboard, consolidated billing, bulk actions, cross-account reporting | 💰 Free (pay media only) | 👥 Agencies managing many Google clients | ✨ Native Google access & centralized account control | |
| Search Ads 360 (GMP) | Cross-engine workflows, Floodlight, portfolio bidding, robust APIs | 💰 Enterprise (sales-led) | 👥 Large agencies, enterprises | ✨ True cross-engine control + enterprise measurement | |
| Skai (Kenshoo) | Insights for Performance Max/RSAs, audits, portfolio bidding, forecasting | 💰 Enterprise pricing | 👥 Large agencies with complex programs | ✨ Deep controls for automated Google formats | |
| MarinOne (Marin Software) | Cross-channel dashboards, rules engine, Amazon Ads/DSP support | 💰 Sales-led (custom) | 👥 Large advertisers & agencies | ✨ Strong retail/marketplace ad integrations | |
| Optmyzr | One-click optimizations, Rule Engine, Campaign Automator, reporting | 💰 Mid-tier plans; discounts for agencies | 👥 Agencies & lean teams | ✨ Rapid automations from ex-Google engineers | |
| Adalysis | 100+ automated audits, ad testing, bid/budget tools, white-label reports | 💰 Transparent, spend-based tiers + 30-day trial | 👥 Agencies needing audits & alerts | ✨ Robust automated auditing out of the box | |
| Semrush – Advertising Toolkit | Competitor ad research, PPC keyword tool, Ads Launch Assistant | 💰 Clear plans; 7-day trial | 👥 Marketers doing research & planning | ✨ Competitive intelligence for ad planning | |
| Supermetrics | Connectors to Google Ads/Microsoft/Meta → Sheets, BigQuery, Looker Studio | 💰 Pricing by destination & connectors | 👥 Reporting teams, analysts, agencies | ✨ Simple data pipelines for dashboards/models | |
| Swydo | White-label reporting, KPI alerts, client portal, templates | 💰 Predictable per-source pricing; unlimited users | 👥 Client-facing agencies | ✨ Client portals + AI report summaries | |
| Shape (PPC Budget Mgmt) | Budget pacing, automation workflows, spend analytics, unlimited users (premium) | 💰 Plans tied to managed spend | 👥 Agencies managing many client budgets | ✨ Automated budget governance & pacing | |
| CHEQ Essentials (ClickCease) | Real-time IVT/bot detection, IP blocking, Pixel Guard, multi-domain support | 💰 Subscription (annual common) | 👥 Agencies wanting to reduce wasted spend | ✨ Real-time ad-fraud blocking and IVT reporting. |
Final thoughts
Alright, we’ve covered a ton of ground. From the old-guard enterprise behemoths like Skai and Search Ads 360 to the nimble, hyper-focused optimizers like Adalysis and Optmyzr, the landscape of PPC software for agencies is vast. It’s easy to get lost in feature lists and pricing tiers, but let’s bring it back to what actually matters: driving results for your clients and scaling your agency without burning out your team.
The biggest mistake I see agencies make is either over-investing in a platform they aren't ready for or under-investing and trying to duct-tape a dozen free tools together. Both paths lead to frustration. The former drains your cash flow on features you'll never use, while the latter creates operational chaos and makes it impossible to scale efficiently. The right software isn't just about automation; it's about creating a system that frees up your best people to think strategically instead of getting bogged down in manual, repetitive tasks.
Your agency's next move
So, what’s the takeaway? It’s not about finding the single best tool. It's about finding the right tool for your agency, right now. A five-person agency managing local service clients has completely different needs than a 50-person agency handling massive e-commerce accounts across multiple channels. Be brutally honest about your current state and your immediate goals.
Before you even start a free trial, get clear on these three things:
- Your biggest bottleneck: Is it reporting? Campaign creation? Budget pacing? Pinpoint the single biggest time-suck in your agency and look for a tool that solves that specific problem first.
- Your team's technical skill: Do you have team members who love diving into complex rule engines and scripts, or do you need a solution that's more intuitive and visual? Don't buy a Ferrari if your team is just learning to drive.
- Your true budget: Consider the total cost of ownership. This isn't just the monthly subscription fee. It includes the time for onboarding, training your team, and integrating the software into your existing workflow.
The real goal: intelligent automation
Ultimately, the goal isn't just to automate tasks. The real unlock is using technology to augment your team's intelligence. The best PPC software for agencies doesn’t replace your strategists; it gives them superpowers. It handles the mind-numbing data crunching, the 24/7 bid monitoring, and the rote reporting, allowing your human experts to focus on what they do best: understanding client needs, crafting compelling ad copy, and developing high-level growth strategies.
Don't chase shiny objects. Instead, look for a partner that helps you build a more efficient, scalable, and profitable agency. The right platform will feel less like a piece of software and more like an extension of your team, working tirelessly in the background to make you look like a hero to your clients. Choose wisely, implement thoughtfully, and get back to doing the work that actually moves the needle.
If you're tired of the complexity and high costs of traditional PPC tools and want to see what AI-native automation can truly do for campaign performance and agency efficiency, check out dynares. We’re building the next generation of PPC management software specifically for agencies that want to scale intelligently. See how we're different at dynares.
