The Top 12 Pay Per Click Software Solutions for B2B ROI in 2026

Key Takeaways

• Platform Alignment is Critical: Enterprise solutions like Google Search Ads 360 and Adobe Advertising deliver maximum ROI when integrated within their respective ecosystems (Google Marketing Platform, Adobe Experience Cloud). Standalone value is limited.
• Automation Focus Varies: Tools can be categorized by their primary automation function: campaign management (Skai, MarinOne), practitioner workflow (Optmyzr), budget pacing (Shape), quality assurance (Adalysis), or competitive intelligence (Semrush).
• Specialized Tools Solve Specific Problems: Platforms like Lunio (invalid traffic), CHEQ Essentials (click fraud), and Bidnamic (e-commerce SKU bidding) address high-value niche problems that general platforms may not solve as effectively.
• Total Cost of Ownership (TCO) Matters: Evaluate platforms based not just on license fees but also on implementation effort, training requirements, and ad spend-based pricing models to determine the true cost.
• Integration is Non-Negotiable: The ability of a PPC software to connect with your CRM, analytics, and BI stack is crucial for accurate attribution and demonstrating ROI. Prioritize platforms with robust API and data export capabilities.

Selecting the appropriate pay per click software is a strategic imperative for scaling paid media operations without a linear increase in headcount. The primary challenge for B2B leaders is to navigate a crowded market and identify a solution that aligns with specific operational workflows and financial objectives. This analysis provides an authoritative review of the leading platforms, focusing on their core B2B use cases, ROI potential, and integration capabilities to support informed decision-making.

This article delivers a detailed breakdown of 12 leading PPC management and optimisation tools. For each platform, we provide an honest assessment of its core strengths, potential limitations, and ideal use cases. You will find specific insights into how each tool integrates with your existing CRM and sales workflows, its AI and automation capabilities for improving ROAS, and its overall security and compliance posture. We've included screenshots for a clear visual reference and direct links to each provider, allowing you to move from evaluation to implementation swiftly.

Our goal is to equip you with the necessary information to select a solution that aligns with your specific operational needs and financial objectives. Whether you're a founder aiming to build a lean, efficient growth engine or a RevOps professional tasked with optimising the entire martech stack, this guide will help you identify the pay per click software that will generate measurable returns. We will examine everything from Google's own Search Ads 360 to specialised tools like Lunio and Bidnamic, ensuring you have a complete picture of the market.

1. Google Search Ads 360 (SA360)

The primary solution for enterprise-level organizations deeply integrated into the Google Marketing Platform (GMP) is Google Search Ads 360 (SA360). It provides centralized management and advanced automation for large-scale, multi-engine search advertising programs, particularly for businesses managing multiple brands or operating across numerous international markets. SA360 offers a unified interface for managing campaigns on Google Ads, Microsoft Advertising, and other search engines.

Its core strength is the deep, first-party integration with GMP. Connecting SA360 with Analytics 360 and Display & Video 360 (DV360) enables sophisticated attribution modeling and cross-channel budget optimization. For RevOps and BI teams, this offers a significant ROI through its robust Reporting API and BigQuery integration, which automate data extraction and eliminate manual reporting overhead. The platform’s portfolio-based bid strategies use machine learning to optimize for conversions or revenue across the entire search investment, making it a powerful piece of pay per click software.

However, SA360's value is conditional. Pricing is sales-led and structured for enterprise budgets, lacking public transparency. Its benefits are most profound for mature organizations already invested in the GMP stack. For smaller teams or those outside the GMP ecosystem, the cost and complexity can outweigh the advantages.

Website: https://marketingplatform.google.com/about/search-ads-360/

2. Adobe Advertising

Adobe Advertising is the primary solution for enterprise organizations already standardized on the Adobe Experience Cloud. It functions as an omnichannel management portfolio for search, social, and commerce advertising, providing unified cross-publisher planning, activation, and measurement. The platform centralizes control over campaigns on Google, Microsoft, and Meta, enabling holistic budget management and goal setting from a single interface.

The platform's key differentiator from a B2B workflow perspective is its AI-powered simulation and forecasting engine. This feature provides RevOps teams with the capability to model performance scenarios before committing budget, facilitating more strategic spend allocation and performance prediction. For businesses deeply integrated with Adobe Analytics, this piece of pay per click software connects ad spend directly to downstream customer behavior and revenue, offering a more complete view of return on investment. Portfolio-level controls automate pacing and optimization, reducing the manual workload required to manage large campaigns.

However, Adobe Advertising is positioned for the upper end of the market. Pricing is sales-led and lacks public transparency, structured for substantial budgets. The implementation and onboarding process can also be a significant undertaking, requiring dedicated resources. Its full value is truly unlocked when used in concert with other Adobe Experience Cloud products; for teams outside this ecosystem, the cost and integration effort may not be justified.

Website: https://business.adobe.com/products/advertising/search-marketing-management.html

3. Skai (formerly Kenshoo)

Skai is the solution for large organizations and global teams seeking to centralize complex, multi-channel advertising operations. As an enterprise-grade omnichannel platform, it is built to plan, activate, and measure campaigns across paid search, social, and retail media from a single interface. It provides direct API integrations with Google, Microsoft, Amazon, Meta, and other major publishers.

From a B2B workflow perspective, a primary advantage of Skai is its breadth of publisher coverage combined with strong enterprise-level controls. Its Budget Navigator tool automates pacing and forecasting with customizable alerts, preventing over- or under-spend across diverse channels, which is a key ROI driver for RevOps teams. Its commerce-focused capabilities, such as the Profitero-powered Shelf Intelligent Media, offer unique insights for retail media advertisers. This extensive feature set confirms its position as a powerful piece of pay per click software for scaled marketing programmes.

The platform’s focus, however, is squarely on the enterprise segment. Pricing is customized and requires significant investment in both licensing and the initial onboarding process. For smaller advertisers or businesses with less complex channel strategies, the cost and change management required to implement Skai may not be justifiable when compared to more accessible solutions. Its true value is realized in large, multi-faceted advertising environments.

Website: https://skai.io/

4. MarinOne (Marin Software)

MarinOne is the optimal solution for advertisers who require a unified view of paid media across multiple publishers without being locked into a single ecosystem like Google or Meta. It serves as a central hub for managing campaigns on search, social, and retail media networks, providing analytics, automation, and budget management tools that work across a wide range of channels, including Google, Microsoft, Apple Search Ads, Meta, and LinkedIn.

The platform’s core value from an ROI standpoint is its publisher-agnostic approach to campaign management and optimization. Features like intraday data refresh, automated rules, and forecasting tools allow RevOps teams to maintain tight control over budget pacing and performance across their entire ad spend from one interface. MarinOne also allows the import of SEO data for unified paid and organic analysis. This makes it a flexible piece of pay per click software for organizations that prioritize cross-publisher control and data centralization.

MarinOne offers more transparent pricing than many enterprise-level competitors, with public tiers available for comparison. However, key features and support levels are tied to specific plans, with some functionality being view-only in lower tiers. A careful evaluation of plan inclusions is necessary to ensure the required modules for analytics, automation, and optimization are fully accessible for your B2B workflow.

Website: https://www.marinsoftware.com/pricing

5. Optmyzr

Optmyzr is the solution for in-house teams and agencies seeking to automate routine optimizations without the cost and complexity of enterprise-level software. It is a practitioner-focused PPC automation and workflow suite for Google Ads, Microsoft Ads, and Amazon Ads that provides scalable rules, scripts, and reporting capabilities. For RevOps teams, it offers a way to improve efficiency and generate performance insights without requiring deep coding knowledge.

The platform’s ROI is derived from its balance of accessibility and power. Its Rule Engine allows users to create custom, multi-layered automation strategies based on performance data, while the Campaign Automator enables the creation of thousands of ads directly from a data feed, a key B2B workflow for inventory-based businesses. This makes it a highly effective piece of pay per click software. Furthermore, the availability of API access and SSO on its Enterprise plans provides the necessary integration points for a mature tech stack, allowing campaign data to flow into central BI systems.

However, Optmyzr's pricing model scales based on advertising spend and account limits, which can become a significant cost factor for large advertisers. While the core features are robust, accessing the most advanced capabilities, such as API access or specialized add-ons, requires an upgrade to Premium or Enterprise tiers. This structure may place its full potential out of reach for teams on tighter budgets.

Website: https://www.optmyzr.com/pricing

6. Adalysis

Adalysis is the go-to solution for agencies and in-house teams that need to ensure campaign integrity and automate performance testing at scale. It is a specialist PPC quality assurance and auditing platform for Google Ads and Microsoft Advertising, running over 100 automated checks to flag issues like keyword conflicts, broken URLs, and ad copy performance decay. This makes it an essential tool for managing multiple accounts without letting small, costly errors accumulate.

The platform’s core ROI lies in its focus on preventing performance drift and simplifying A/B testing. For RevOps teams, its automated weekly audit summaries and white-label reporting provide clear, data-backed insights without the manual overhead of building custom reports. Its generous account and user limits are particularly beneficial for agencies or multi-brand enterprises. By automating the critical but tedious aspects of campaign maintenance, Adalysis frees up strategists to focus on higher-value activities, making it an indispensable piece of pay per click software for maintaining campaign integrity.

It is important to note that Adalysis is not a full campaign management suite; it complements native tools like Google Ads Editor rather than replacing them. Its purpose is highly specific: auditing, alerting, and testing. Teams seeking a comprehensive, cross-channel bidding and management platform should view Adalysis as one component of a larger MarTech stack.

Website: https://adalysis.com/pricing/

7. Bïrch (Revealbot)

Bïrch is the solution for teams looking to standardize rule-based campaign automation across multiple social and search platforms without building custom scripts. It provides cross-platform advertising automation for Google, Meta, TikTok, and Snapchat. For RevOps teams, it offers a practical way to unify management rules and reporting across channels that often operate in silos, driving operational efficiency.

The platform’s primary strength is its accessible, rules-based engine that can automatically pause poor-performing ads, adjust budgets based on ROAS targets, or scale campaigns that hit specific KPIs. This B2B workflow automation makes it a valuable piece of pay per click software for improving ROI. Integrations with Slack provide real-time alerting, while connections to Google Sheets and other analytics platforms allow performance data to inform automation rules directly. Its Explorer and Launcher tools further aid in discovering top audiences and deploying bulk changes.

However, Bïrch's effectiveness is tied directly to the quality of the rules created; advanced usage requires careful design and monitoring to avoid unintended consequences. The pricing model, while transparent at the entry-level, includes overage rules and spend-tier limits that can impact the total cost of ownership for larger advertisers. The 14-day free trial and unlimited user seats on all plans lower the barrier to adoption.

Website: https://bir.ch/pricing

8. Shape

Shape is the primary solution for agencies and multi-brand companies that need to automate budget management and prevent overspend across a large portfolio of accounts. It is a purpose-built budget pacing suite that connects with Google Ads, Microsoft Advertising, Meta, LinkedIn, and others, offering a centralized dashboard to control campaign spend where manual tracking is inefficient and prone to error.

The platform's core ROI comes from its budget automation features. 'AutoPilot' can pause and re-enable campaigns to hit specific monthly targets, while 'CruiseControl' makes automatic adjustments to daily budgets based on performance. Its Budget Pacer uses KPI-aware models to recommend daily spend, helping teams stay on track. For RevOps teams, this operational efficiency frees up analysts to focus on strategy rather than the mechanics of budget monitoring. This focus on financial governance makes it a critical piece of pay per click software for maintaining profitability.

However, Shape’s pricing is sales-led and based on total managed spend, which may be a barrier for smaller advertisers. It is essential to confirm current terms directly with their sales team. While its features are specialized for budget management, teams seeking an all-in-one campaign creation and optimization tool may need to pair it with other platforms.

Website: https://shape.io/

9. Lunio

Lunio is the dedicated solution for protecting advertising budgets and improving traffic signal quality by eliminating invalid traffic (IVT) and click fraud. It detects and blocks non-genuine clicks across major PPC channels, including Google Ads, Microsoft Advertising, and paid social. By automatically identifying and excluding invalid sources, it ensures ad spend is directed toward real customers, thereby cleaning the data that informs campaign optimizations.

The platform’s standout ROI driver is its ability to automatically write IP and audience exclusions back to connected ad platforms, creating a real-time defense mechanism. For RevOps teams, this improves the accuracy of bidding algorithms and attribution models by removing fraudulent activity noise. Lunio also captures full clickstream data from all paid traffic, retaining it as first-party data for two years, which is invaluable for deeper analysis. This focus on signal integrity makes it a crucial piece of pay per click software for performance-focused advertisers.

However, Lunio requires an initial onboarding process to configure its detection and exclusion rules correctly. Pricing is custom and based on your total ad spend and the number of channels protected, making it best suited for businesses with a significant paid media budget where small percentage improvements in efficiency yield substantial returns.

Website: https://www.lunio.ai/pricing/

10. CHEQ Essentials (ClickCease)

CHEQ Essentials is the solution for B2B advertisers seeking a direct and accessible way to reduce wasted ad spend from fraudulent clicks and non-human traffic. It is an invalid-click protection and bot-blocking service for platforms like Google, Microsoft, and Meta. By automatically identifying and blocking bots and other sources of invalid traffic, it helps ensure that paid media budgets are spent on reaching genuine potential customers.

The platform's main advantage from an ROI perspective is its simplicity and speed of implementation. For marketing teams, the real-time blocking via the Google Ads API provides immediate value by preventing repeat offenders from draining campaign funds. Its site bot protection and support for consent mode also address broader web traffic quality and compliance concerns. This makes it a practical piece of pay per click software for organizations that need an effective, first-line defense against click fraud without the complexity of enterprise-grade IVT suites.

However, its accessibility comes with certain trade-offs. The effectiveness of its protection depends on the user-configured thresholds and rules, which may require initial tuning. While sufficient for many businesses, its analytics are less detailed than those in more advanced fraud detection platforms. Pricing is transparent and based on traffic volume, making it suitable for small to mid-sized operations.

Website: https://www.clickcease.com/pricing.html

11. Semrush (Advertising Toolkit)

Semrush’s Advertising Toolkit is the primary solution for competitive intelligence and strategic planning in paid search. Rather than managing campaigns directly, it provides the data needed to build effective PPC programs. B2B teams use its Advertising Research tools to uncover competitor keywords, analyze ad copy, and inspect Product Listing Ads (PLAs), which is crucial for defining budgets and identifying market gaps before campaign launch.

The platform’s core strength and ROI driver is its vast repository of competitive data. For RevOps teams tasked with market entry or scaling, the ability to see historical ad spend, keyword targets, and creative examples from rivals is invaluable. Features like the PPC Keyword Tool and Ads Launch Assistant help structure new Google Ads accounts, while ongoing monitoring provides alerts on competitor activity. This intelligence is a vital component of successful B2B demand generation strategies, making it a key piece of pay per click software for the planning phase.

However, Semrush is not an activation platform; you cannot launch or optimize campaigns within it. It is designed to be used alongside native ad managers or a dedicated management suite. Pricing is flexible, with plans catering to various team sizes and a 7-day trial available, but its value is realized through strategic insight, not operational execution.

Website: https://www.semrush.com/kb/1551-pricing-and-plans

12. Bidnamic

Bidnamic is the optimal solution for e-commerce businesses managing large, complex stock-keeping unit (SKU) catalogues on Google Shopping. It is a machine-learning platform engineered to maximize ROAS where manual, product-level bid adjustments are impractical. The platform automates the bidding process by predicting the optimal cost-per-click for each individual product, adjusting bids in real-time based on performance data.

The core ROI for RevOps teams is delivered through its SKU-level bidding granularity, which moves beyond the limitations of standard Google Ads campaign structures. Bidnamic’s technology identifies high-performing search terms and negative keywords for specific products, reallocating budget toward profitable clicks. This use of artificial intelligence in digital marketing significantly improves ad spend efficiency. The service is delivered through a managed model, providing access to strategic guidance, including product feed optimization. For companies with thousands of products, this is a powerful piece of pay per click software.

However, its specialization in Google Shopping means it is not suited for businesses whose primary focus is on search text ads or other PPC channels. Pricing is determined through a sales consultation and is not publicly listed, positioning it for businesses with sufficient ad spend to justify a dedicated optimization platform. The managed service approach may not fit teams seeking a purely self-service software solution.

Website: https://www.bidnamic.com/

Top 12 PPC Software — Side-by-Side Comparison

Final Thoughts

Selecting the right pay-per-click software is a critical decision that directly influences campaign performance, operational efficiency, and return on ad spend. The optimal choice is dependent on your organization’s specific context, scale, and strategic objectives. For large enterprises, the advanced bidding and portfolio management of platforms like Google Search Ads 360 or Skai are essential. Conversely, agile teams might find greater ROI in the focused automation of Optmyzr or the QA capabilities of Adalysis. The key is to evaluate each tool against your unique operational workflows.

Executive Action Plan

A disciplined implementation, grounded in business goals, is fundamental to unlocking platform potential. Before committing, consider these action points:

• Conduct a Workflow Audit: Map current PPC management processes to identify bottlenecks and data silos. This provides a clear scorecard for evaluating how a solution solves your most pressing operational problems.
• Prioritize Integration Capabilities: Scrutinize a platform's ability to integrate with your core CRM, analytics, and BI tools. A seamless data flow is non-negotiable for accurate attribution and lead management.
• Calculate Total Cost of Ownership (TCO): Look beyond the license fee. Factor in implementation, training, and ad spend-based costs. A seemingly cheaper tool could become more expensive if it requires extensive manual workarounds.
• Start with a Pilot Program: Select a specific brand, region, or campaign set for a controlled test. This validates the software's effectiveness and provides concrete data to build a business case for further investment before a full-scale deployment.

Ultimately, the most effective pay-per-click software automates routine tasks, freeing up strategists to focus on high-value activities. It must provide clarity, not complexity, and drive performance, not process. By aligning your choice with your operational realities, you can transform your PPC efforts into a predictable engine for business growth.

Navigating the complexities of PPC technology and aligning it with your RevOps strategy can be a significant challenge. If you require expert guidance to audit your current stack, select the right tools, and manage a seamless implementation, the team at Vantage Advisory specialises in just that. We help B2B organisations build efficient, data-driven marketing operations that deliver measurable results. Learn more about our advisory services.