Paid ads aren’t cheap anymore, and the margin for error is razor-thin. If you’re running a digital agency in the UK, handling multiple clients’ ad accounts, and trying to juggle Google Ads, Meta Ads, and even LinkedIn campaigns, you already know: manual bidding is a losing game.
We’ve dug deep into over 50 PPC bid management platforms and shortlisted the top 20 tools that help UK-based agencies reduce wasted spend, automate smarter bids, and squeeze more ROI from every ad pound.
This list is built specifically for PPC agencies, freelance media buyers, and eCommerce consultants in the UK. We’ve included software with features like AI bidding, real-time optimisation, multi-platform campaign management, and built-in reporting dashboards.
Industry Stats:
- 88% of UK advertisers say automating PPC bidding helped cut costs in Q1 2025.
- £2.3 billion was spent on search ads in the UK last year, making PPC optimisation critical for agency profit margins.
What is PPC Bid Management Software?
PPC bid management software is built to automatically adjust and optimise ad bids in real time across platforms like Google Ads, Bing, Meta, and more. Instead of manually setting CPCs and hoping for the best, these tools apply algorithmic rules, AI-based adjustments, and predictive models to:
- Improve ROAS
- Hit target CPA goals
- Reduce wasted spend
- Automate campaign actions
- Scale winning ads faster
For UK agencies juggling multiple clients and ad accounts, these tools are the operational backbone for profitable campaigns.
Top 20 PPC Bid Management Software (2025)
Here’s the overview table to help you compare at a glance:
| Tool Name | Best For | Starting Price | Free Trial? | Key Unique Feature | G2 Rating | AI Bidding |
| Optmyzr | Agencies & consultants | £160/month | Yes | Custom rule engine | 4.6 | Yes |
| WordStream | SMBs & freelancers | £50/month | Yes | 20-Minute Work Week | 4.4 | Yes |
| Skai | Enterprise campaigns | Custom | No | Cross-platform optimisation | 4.3 | Yes |
| Adalysis | Google Ads heavy users | £80/month | Yes | Built-in A/B split testing | 4.7 | Yes |
| Marin Software | eCommerce retailers | Custom | Yes | Unified dashboard view | 4.2 | Yes |
| Kenshoo (now Skai) | Enterprise brands | Custom | No | Predictive audience bidding | 4.5 | Yes |
| Revealbot | Meta & TikTok automation | £45/month | Yes | Rule-based bid controls | 4.6 | Yes |
| Adzooma | Agencies & local businesses | £69/month | Yes | One-click improvements | 4.2 | Yes |
| Shape | Budget-focused agencies | £300/month | Yes | Budget pacing guardrails | 4.4 | Yes |
| ClickGUARD | Fraud prevention | £60/month | Yes | Click fraud protection | 4.5 | No |
| Acquisio | White-label agencies | Custom | No | Predictive automation | 4.1 | Yes |
| Channable | Feed-based advertisers | £29/month | Yes | PPC with product feeds | 4.3 | Yes |
| AdEspresso | Facebook-focused ads | £49/month | Yes | Visual ad split testing | 4.0 | No |
| SpyFu | Competitor bidding intel | £33/month | Yes | Competitor PPC analysis | 4.6 | No |
| Opteo | Google Ads account managers | £97/month | Yes | 24/7 Google optimisation | 4.7 | Yes |
| PPC Samurai | Power users | £75/month | Yes | Workflow automation maps | 4.5 | Yes |
| Semrush PPC Tool | All-in-one marketers | £108/month | Yes | Competitive ad analysis | 4.6 | Yes |
| Adstage | Reporting-focused pros | Custom | No | Cross-network reporting | 4.2 | No |
| Madgicx | Facebook Ads automation | £59/month | Yes | Creative performance AI | 4.4 | Yes |
| Bidnamic | Google Shopping retailers | Custom | No | Google Shopping AI engine | 4.5 | Yes |
Top PPC Bid Management Software for UK Agencies
Let’s break down each tool in detail—what it does best, what sets it apart, who it’s for, and why you might pick it over others.
1. Optmyzr – Smarter PPC Workflows for Busy Agencies
Optmyzr is a PPC bid management software customised for UK-based agencies managing multiple Google and Microsoft Ads accounts. Built by former Google Ads engineers, it’s used by over 3,000 marketers worldwide. This tool automates account optimisation while letting you maintain control over every change.
Key Features
1. Rule Engine
Optmyzr’s rule engine allows you to automate bid adjustments based on your own logic. Unlike generic AI bidding, it adapts to specific campaign objectives like ROAS or CPA, making it invaluable for agencies managing diverse client goals.
2. Enhanced Scripts Library
Their script templates go beyond Google’s native offerings. You can use prebuilt automations for pausing underperforming keywords, adjusting location bids, and more—all customisable without needing to code.
3. Shopping Campaign Tools
With built-in support for product group optimisation and shopping feed filters, Optmyzr simplifies complex Google Shopping campaigns—a huge time saver for eCommerce-focused UK agencies.
4. Optimization Checklists
Their task-based dashboards guide you through quick wins like pausing low CTR ads or reallocating budget—ideal for junior account managers needing structured workflows.
5. PPC Investigator
This built-in diagnostic tool traces performance anomalies (like sudden spend spikes) back to root causes. It reduces manual troubleshooting time and helps you look sharp with clients.
Pros & Cons Table
| Pros | Cons |
| Advanced customisation for bids | Steep learning curve for beginners |
| Powerful shopping campaign tools | Slightly higher starting price |
| Built by ex-Google Ads engineers | Interface can feel outdated |
| Multiple integrations (Slack, Sheets) | Not ideal for solo freelancers |
Pricing
- Starting at: £160/month
- Free Trial: Yes (14 days)
- Custom Plans: Available for agencies with large ad spends
Best for Mid-to-Large UK Agencies Handling Complex Accounts
Optmyzr is ideal for established agencies juggling multiple clients across different verticals and needing granular control over campaign actions.
- Agencies managing over £10k/month in ad spend — Rule-based automations reduce manual overhead.
- Performance marketers — Gain deeper bid control versus “black box” AI tools.
- Google Shopping specialists — Streamlined product group management.
- Client-facing teams — Use built-in reports to impress and retain clients.
- Multi-platform PPC teams — Support for Microsoft Ads alongside Google.
Use Optmyzr’s “Data View” feature to visualise metrics like ROAS or CPA trends across accounts. It’s especially useful when presenting reports to clients who need simplified visual dashboards.
Use Optmyzr for Retail-Focused Local PPC Campaigns
Pair Optmyzr’s location bid modifiers with geo-segmented campaigns to target UK audiences more effectively. This is especially helpful for agencies working with franchise clients across different cities.
Best Alternate Software
Adalysis – Better if you want built-in A/B testing and deeper performance auditing for Google Ads campaigns.
2. WordStream – Simple PPC Management for Busy Freelancers and Small Agencies
WordStream is a user-friendly PPC bid management software built for freelancers and smaller UK agencies who want simplified tools to manage Google Ads and Meta campaigns without a steep learning curve. With their “20-Minute Work Week” workflow, it helps smaller teams stay efficient and consistent.
Key Features
1. 20-Minute Work Week
This signature feature surfaces weekly recommendations like pausing low-performing ads, adjusting bids, or adding negative keywords—all of which can be implemented with one click. It’s perfect for freelancers juggling multiple clients.
2. Cross-Platform Ad Management
WordStream supports both Google and Meta ad accounts, letting you control multiple channels in one dashboard. Ideal for UK-based service businesses running small-budget, multi-channel ads.
3. Smart Bid Suggestions
The tool automatically recommends bid changes based on campaign history and performance goals, helping even non-experts apply advanced strategies.
4. Report Builder
The reporting feature allows you to create branded, automated reports customised to each client, saving hours of manual effort.
5. Built-In Call Tracking
This often-overlooked feature tracks phone conversions, giving your clients real clarity on ad ROI—especially useful for local service businesses like plumbers, dentists, and lawyers in the UK.
Pros & Cons Table
| Pros | Cons |
| Extremely beginner-friendly | Limited control for advanced users |
| Affordable entry price | Less suited for enterprise agencies |
| One-click workflow suggestions | Customisation is limited |
| Great for freelancers | Slower updates to Google Ads changes |
Pricing
- Starting at: £50/month
- Free Trial: Yes (7 days)
- Free Version: Available (limited access)
Best for Solo PPC Freelancers & Small UK Agencies
WordStream is made for digital marketers running 5–10 client accounts and needing fast, simple ad management.
- Freelancers — Keeps campaign tasks quick and efficient.
- Local service advertisers — Built-in call tracking for phone-driven leads.
- Part-time PPC managers — Helps stay consistent with minimal effort.
- Small agencies without in-house specialists — Prebuilt optimisation suggestions do the heavy lifting.
- New Google Ads users — Excellent onboarding and tutorials.
Use WordStream’s “Account Score” to quickly gauge which client accounts need urgent attention—great for weekly check-ins or pitching performance improvement strategies.
Use WordStream to Manage Seasonal Campaign Bursts
For agencies running time-sensitive campaigns like “Valentine’s Flowers UK” or “Back to School Offers,” WordStream’s fast optimisation suggestions help you act quickly without missing peak performance windows.
Best Alternate Software
Adzooma – Better if you want more control and access to performance improvement tips across a larger range of ad platforms.
3. Skai (formerly Kenshoo) – Enterprise PPC Intelligence for Cross-Channel Campaigns
Skai is a high-end PPC bid management software trusted by global brands and large-scale UK agencies. It’s known for handling massive ad budgets across Google, Microsoft, Amazon, Meta, and even retail media networks. If you’re managing enterprise-level clients with complex attribution and multi-market campaigns, this is the tool built for you.
Key Features
1. Predictive Audience Targeting
Skai uses historical performance data combined with machine learning to anticipate which audiences will drive conversions—automatically adjusting bids in real time based on audience signals.
2. Omnichannel Platform Support
Manage paid search, social, retail media, and programmatic campaigns all from one centralised interface. Skai’s multi-channel support is ideal for agencies juggling various verticals and markets.
3. Budget Forecasting & Planning
The platform includes strategic planning tools to simulate future campaign outcomes based on different budget scenarios—ideal for quarterly client strategy meetings.
4. Custom Attribution Models
You can apply or build custom attribution rules customised to each client’s funnel—key for proving ROI on large B2B or retail ad spends.
5. Smart Bidding Adjustments
Skai’s proprietary bidding algorithm continuously refines itself to meet your performance targets, factoring in device, location, time of day, and more.
Pros & Cons Table
| Pros | Cons |
| Built for enterprise complexity | Not suitable for small budgets |
| Powerful cross-channel automation | Requires onboarding and training |
| Budget simulation and forecasting | Pricing is not transparent |
| Retail media integration | No public pricing—must request quote |
Pricing
- Pricing: Custom quotes only
- Free Trial: No
- Contract Terms: Typically annual enterprise agreements
Best for UK Agencies Managing Enterprise & Global Accounts
Skai is designed for larger agencies in the UK handling high-stakes ad campaigns across multiple platforms and markets.
- Retail media agencies — Strong integration with Amazon and Instacart.
- Enterprise PPC teams — Supports thousands of SKUs and campaign variations.
- B2B lead generation — Custom attribution helps track long sales cycles.
- Global brands — Language, currency, and region flexibility.
- Strategic planners — Forecasting tools guide budget discussions.
Use Skai’s Retail Intelligence dashboards to pair bid changes with inventory or margin data—a secret weapon for UK eCommerce agencies selling across Amazon UK, Tesco, and other platforms.
Use Skai for Cross-Market PPC Campaigns Across the UK and EU
With built-in geo segmentation, Skai helps UK agencies optimise spend based on conversion rates by region, ideal for clients targeting audiences in both the UK and mainland Europe post-Brexit.
Best Alternate Software
Marin Software – Similar enterprise support, with a slightly more user-friendly UI and stronger custom report options.
4. Adalysis – Laser-Focused PPC Optimization for Google Ads Pros
Adalysis is a Google Ads-focused PPC bid management tool designed for serious advertisers and agencies looking to automate tedious optimisation tasks while keeping tight control over performance. It’s popular among UK agencies who specialise in Google Ads accounts and want deeper insight into ad testing and bid adjustments.
Key Features
1. A/B Testing Engine
Adalysis runs continuous A/B tests on ad copy, extensions, and landing pages. It automatically identifies statistical winners and pauses underperforming variants, saving agencies dozens of hours each month.
2. Bid Adjustment Suggestions
The platform analyses historical data and recommends bid changes for devices, locations, and time-of-day segments based on actual performance. It even explains why a change is being suggested.
3. Quality Score Breakdown
Adalysis lets you isolate Quality Score by keyword and provides targeted advice to improve each component (expected CTR, ad relevance, and landing page experience). A powerful way to reduce CPC over time.
4. Automated Alert System
Get notified when anomalies occur—like a drop in conversions or a spike in CPC. This feature is particularly useful for account managers handling 10+ clients and needing proactive oversight.
5. Custom Dashboards & Filters
Build granular views using filters like “high-cost, low-ROI keywords” or “ads without sitelinks” to identify issues quickly. You can also create saved dashboards per client.
Pros & Cons Table
| Pros | Cons |
| Best-in-class ad testing tools | Google Ads only (no Meta, etc.) |
| Transparent, actionable suggestions | Slightly complex UI at first |
| Granular control over bidding | Limited multi-channel capabilities |
| Built-in alerts and audits | No support for shopping feed edits |
Pricing
- Starting at: £80/month
- Free Trial: Yes (14 days)
- No Contracts: Pay-as-you-go monthly billing
Best for Google Ads-Focused UK Agencies
Adalysis works brilliantly for PPC managers running Google Ads accounts with a high level of attention to detail and needing to track everything from ad copy to Quality Score.
- Performance marketers — Deep-dive Quality Score and CTR insights.
- Google-certified freelancers — Enhances pitch value and delivery.
- B2B lead gen specialists — Works well with text ad-heavy funnels.
- Account managers — Saves hours with automated audits.
- UK agencies with Google Premier Partner status — Leverages Google Ads APIs efficiently.
Use Adalysis’s “Batch Ad Creation & Testing” to launch split tests across dozens of ad groups simultaneously—a rarely used feature that saves hours when onboarding new client accounts.
Use Adalysis to Fix Underperforming Local Service Ads in UK Cities
If your client’s local ads aren’t converting in cities like Manchester or Birmingham, use Adalysis to split-test location extensions, then apply device-level bid adjustments for mobile-first searches.
Best Alternate Software
Opteo – Offers a friendlier interface with similar performance insights and automation, great for those newer to PPC management.
5. Marin Software – Cross-Channel PPC Power for Retail & Travel Agencies
Marin Software is a full-stack PPC bid management platform built for larger UK agencies and advertisers managing spend across Google, Meta, Amazon, and Microsoft Ads. Its strength lies in unifying performance data across channels so you can optimise bids with clarity, not guesswork.
Key Features
1. Cross-Platform Bid Management
Marin lets you create and manage bid strategies across search, display, social, and retail media in one dashboard. It’s ideal for agencies managing clients with complex media mixes and requiring unified reporting.
2. SmartGrid Bidding Algorithm
The SmartGrid feature blends machine learning with rule-based logic to offer advanced bidding strategies customised to conversion goals, ROAS, or CPA targets.
3. Forecasting & Scenario Planning
Use Marin’s simulation engine to forecast outcomes based on different budget scenarios, click volumes, or conversion paths—excellent for client strategy calls or monthly check-ins.
4. Custom Reporting & Dashboards
Marin offers fully configurable reporting dashboards, allowing agencies to white-label performance reports and visualise client data in ways native ad platforms can’t match.
5. Amazon Ads Support
Many PPC tools ignore Amazon, but Marin integrates it into your PPC strategy—letting you optimise Amazon Ads alongside Google and Facebook campaigns. This is crucial for UK retailers advertising on Amazon.co.uk.
Pros & Cons Table
| Pros | Cons |
| Covers search, social, retail ads | Pricing not transparent |
| Deep Amazon Ads integration | May be overkill for smaller agencies |
| White-label dashboards | Learning curve for new users |
| Enterprise-level account support | Setup requires onboarding assistance |
Pricing
- Pricing: Custom quote required
- Free Trial: Yes (on request)
- Support: Dedicated account manager for agencies
Best for UK Agencies Running eCommerce & Travel Campaigns
Marin Software is perfect for high-spend advertisers in the UK, especially those in retail, travel, and subscription services.
- eCommerce agencies — Sync campaigns across Amazon, Google Shopping, and Meta Ads.
- Multi-location travel brands — Target and optimise across regions and languages.
- Retailers running flash sales — Adjust bids in real-time during limited offers.
- Agencies managing >£50k monthly ad spend — Unlocks deeper cost savings through automation.
- Media buying teams — Manage dozens of accounts without duplicate effort.
Use Marin’s “Revenue Insights” tool to connect offline data—like phone bookings or in-store purchases—back to your online ads for a complete picture of ROI.
Use Marin to Synchronise PPC Campaigns Across Google, Meta, and Amazon UK
Marin helps UK advertisers deliver consistent messaging and coordinated bid strategies across top-performing channels—ideal for Black Friday, holiday promos, and UK-specific shopping events.
Best Alternate Software
Skai – Offers more advanced predictive bidding but lacks Marin’s tighter Amazon Ads integration and easier onboarding support.
6. Kenshoo (Now Part of Skai) – Scalable PPC Automation for Enterprise Brands
Kenshoo, now merged into the Skai platform, was once a standalone PPC bid management solution widely used by top UK brands in retail, finance, and telecom. The platform still maintains its reputation through Skai’s infrastructure, combining years of bid automation expertise with modern, AI-backed optimisation.
Key Features
1. Predictive Bid Modelling
Kenshoo’s machine learning models forecast future outcomes—letting you set bids today based on expected conversions or revenue. Ideal for UK agencies forecasting ad spend ROI over time.
2. Publisher-Agnostic Management
Run ads across Google, Meta, Bing, and retail networks like Amazon or Walmart with a single bid management engine. Great for omnichannel UK campaigns.
3. Flexible Budget Reallocation
You can move budget in real time based on channel or campaign performance, so if Meta is outperforming Google, you can react quickly without logging into separate accounts.
4. Creative Performance Insights
The system tracks ad creatives and tells you which visuals or copy variants are winning across different audiences and regions.
5. Strategic Campaign Templates
Prebuilt templates help you set up new campaigns that match proven structures. You’ll spend less time reinventing the wheel for each new client brief.
Pros & Cons Table
| Pros | Cons |
| Advanced forecasting tools | Setup requires tech onboarding |
| Strong retail and finance use cases | Primarily for enterprise-level clients |
| Real-time budget shifting | Overwhelming for freelancers |
| Works across platforms | Expensive for smaller campaigns |
Pricing
- Pricing: Custom (based on spend)
- Free Trial: No
- Contract Minimums: Often six-month or annual terms
Best for Enterprise-Level UK Brands & Agencies
If you’re running UK-based PPC campaigns with complex budgets or in regulated industries like finance or telecom, Kenshoo (via Skai) is designed to support that scale.
- Finance brands in the UK — Custom bidding and compliance support.
- Retail agencies — Get granular with product-level bidding.
- Cross-border PPC specialists — Adjust for currency, time zone, and inventory changes.
- Enterprise client teams — Handles high-volume, high-frequency campaign updates.
- Multi-platform media buyers — Unified view of Facebook, Google, and retail ads.
Use Kenshoo’s dayparting recommendations to identify underperforming hours across Google and Meta Ads—many UK advertisers don’t know how much budget is wasted on late-night clicks.
Use Kenshoo for Regulatory-Sensitive PPC in UK Finance & Healthcare
Because it supports granular approval flows and audit trails, Kenshoo is often used by agencies handling PPC for insurance, mortgage, or healthcare clients where compliance is non-negotiable.
Best Alternate Software
Marin Software – Similar platform breadth with a slightly more user-friendly interface and more robust agency-focused reporting templates.
7. Revealbot – Automation Rules for Meta and Google PPC Ads
Revealbot is a PPC bid management tool known for its rule-based automation engine, ideal for UK agencies heavily invested in Facebook, Instagram, and Google Ads. It empowers media buyers to customise automation down to the finest detail—without touching a line of code.
Key Features
1. Rule-Based Automation
You can create custom rules for bidding, pausing, duplicating, or scaling ads based on metrics like ROAS, spend, or CTR. This is a time-saver for agencies managing dozens of ad sets per client.
2. Bulk Ad Actions
Revealbot supports bulk editing, duplication, and pausing of campaigns across ad accounts. Perfect for agencies running weekly promotional changes across client portfolios.
3. Slack Alerts
Integrate with Slack to get performance alerts or rule-triggered updates in real time. This ensures your team doesn’t miss critical account changes, even off-hours.
4. Auto-Boosting Organic Posts
Automatically turn high-performing organic Facebook or Instagram posts into ads. A killer feature for content-led brands with active UK social audiences.
5. Smart Budget Allocation
Adjust budget daily or hourly depending on performance thresholds. Revealbot makes it easy to double down on what’s working without overthinking it.
Pros & Cons Table
| Pros | Cons |
| No-code rule setup | Doesn’t support Google Shopping feeds |
| Excellent Slack integration | Advanced rules may need training |
| Strong for Meta ad accounts | No native reporting tools |
| Works well for creatives testing | Not built for Google Search Ads only |
Pricing
- Starting at: £45/month
- Free Trial: Yes (14 days)
- Plan Tiers: Based on ad spend volume
Best for UK Agencies Running Social-First Ad Campaigns
Revealbot is made for agencies managing influencer, fashion, wellness, and social-driven eCommerce clients where creative testing and daily performance swings require frequent changes.
- Social-first eCom agencies — Automate rules around ROAS or link clicks.
- Media buyers managing Meta — Automate tedious manual adjustments.
- Agencies managing influencer content — Auto-boost top-performing organic posts.
- Teams that use Slack — Keep on top of performance with real-time alerts.
- Agencies testing UGC and reels — Optimise what’s working on the fly.
Use Revealbot to auto-scale ad sets only if ROAS exceeds your target threshold and frequency is under 3—this prevents fatigue while squeezing maximum value from winning ads.
Use Revealbot to Run Flash Sales for UK Shopify Stores
With its smart budget rules and ad pausing logic, Revealbot is a game changer for eCom brands during 24-hour promos or flash events—automating what usually takes hours of live monitoring.
Best Alternate Software
Madgicx – Also great for Meta Ads automation but includes AI-based creative scoring and a stronger reporting layer.
8. Adzooma – One-Click PPC Optimisation for Local UK Businesses and Agencies
Adzooma is a PPC management platform built in the UK and customised for local business advertisers and digital marketing agencies. It offers straightforward bid and performance improvement tools for Google, Microsoft, and Facebook Ads in one place. Its localised UI and low entry price make it especially appealing to UK-based SMEs and smaller agencies.
Key Features
1. One-Click Optimisation
Adzooma scans your campaigns and surfaces immediate suggestions—such as pausing wasteful keywords, reallocating budget, or raising bids on converting search terms. You can approve these changes with one click.
2. Multi-Platform Integration
Supports Google, Microsoft, and Facebook Ads. Manage all major platforms from a unified dashboard without switching tabs or learning new interfaces.
3. Campaign Health Score
Each campaign gets a performance rating, allowing agencies to prioritise accounts that need the most attention. Helpful when juggling 10+ clients across industries.
4. Automation Rules
You can set rules for bidding, pausing, or enabling campaigns based on time of day, spend thresholds, or conversion metrics—similar to high-end bid platforms but simpler to implement.
5. White-Label Reporting
Create clean, client-facing reports in seconds. These are customisable and great for monthly review meetings or stakeholder updates.
Pros & Cons Table
| Pros | Cons |
| Designed for UK advertisers | Some features feel basic |
| Excellent for local business ads | Less granular than enterprise tools |
| Quick setup and onboarding | Fewer advanced reporting options |
| One-click fixes for fast wins | Not built for Amazon or TikTok Ads |
Pricing
- Starting at: £69/month
- Free Trial: Yes (7 days)
- Discounts: Available for agency packages
Best for UK Agencies Serving Local Service Businesses
Adzooma is ideal for agencies running local PPC campaigns for law firms, dentists, tradespeople, and regional eCommerce stores across the UK.
- Agencies handling 5–15 accounts — Quick insights and low-maintenance PPC.
- Local SEO & PPC providers — Complement your location-targeting strategy.
- In-house marketers for UK SMEs — No steep learning curve.
- Budget-focused service businesses — Helps prevent wasted spend.
- Marketing consultants — Speed up audits and deliver quick client wins.
Use Adzooma’s “Opportunities” tool at the beginning of each month to prep for client calls—it lays out the top actionable items and makes you look proactive without any digging.
Use Adzooma for Google Ads on Tight Budgets
When you’re managing sub-£500/month accounts, every penny counts. Adzooma’s one-click bid changes help you trim fat and reinvest spend into the best-converting ad sets.
Best Alternate Software
WordStream – Has similar simplicity but focuses more heavily on Google Ads rather than offering full multi-platform support like Adzooma.
9. Shape – Budget Management & Pacing for Agencies Managing Multiple PPC Clients
Shape is a PPC budget management software built for agencies that need tight control over monthly ad spend across dozens—or even hundreds—of client accounts. It doesn’t replace your bid automation tool but complements it by ensuring campaigns stay within budget without underspending or overspending.
Key Features
1. Budget Pacing Engine
Shape automatically monitors campaign budgets and adjusts bids, pause dates, and delivery speed to stay on track. Especially useful for UK agencies handling high-stakes retail, education, or government PPC campaigns.
2. AutoPilot Mode
When enabled, this mode lets Shape automatically pause campaigns at budget limits or adjust pacing mid-month if spend is off-track. It adds a safety net for media buyers juggling multiple accounts.
3. Client View Dashboards
Create live budget dashboards you can share with clients. These views show remaining budget, daily spend pace, and status—without giving full platform access.
4. Alerts & Notifications
Get alerts when campaigns approach spend thresholds or hit budget caps. This keeps agencies in control of budgets without constantly logging into ad platforms.
5. Cross-Channel Budget Monitoring
Shape tracks spend across Google Ads, Meta, Microsoft, and Amazon—all from one place. Great for consolidating financial oversight into a single source.
Pros & Cons Table
| Pros | Cons |
| Real-time budget pacing | No bid optimisation features |
| Designed for agency workflows | Pricing starts higher than others |
| Custom client reporting dashboards | Requires integration setup |
| Multi-channel spend control | Doesn’t create or edit ads |
Pricing
- Starting at: £300/month
- Free Trial: Yes (by request)
- Pricing Tiers: Based on spend and number of accounts
Best for UK Agencies with High Spend Accountability
Shape is built for performance managers, agency finance teams, and media buyers who need to make sure PPC spend stays aligned with client budgets at all times.
- Retail agencies — Avoid overspending on sales promos.
- Education sector PPC — Match budgets to enrollment targets.
- Government/compliance clients — Maintain strict financial limits.
- Finance/insurance brands — Precision pacing tied to regulation.
- Multi-account agencies — Track 50+ budgets in one dashboard.
Set up Shape’s “AutoPause” on all your campaigns. It’s a last-resort feature that automatically pauses accounts if pacing exceeds daily thresholds—great insurance for the weekend or holidays.
Use Shape to Pace Regional Campaigns Across UK Counties
If your agency runs different Google Ads campaigns for Kent, Surrey, and Manchester offices of a client, Shape lets you treat each location like its own budget entity—tracking and pacing them independently.
Best Alternate Software
Optmyzr – Offers basic budget tracking but lacks Shape’s full control suite over spend pacing and financial visibility.
10. ClickGUARD – Protect Your PPC Spend from Click Fraud
ClickGUARD is a specialised PPC bid management tool focused on click fraud protection. While it doesn’t handle bid optimisation like some others, it plays a crucial role for UK agencies running campaigns in competitive niches where fraudulent clicks and bot traffic can waste thousands in ad spend.
Key Features
1. Click Fraud Detection Engine
ClickGUARD analyses user behaviour, IP addresses, and engagement data to detect fraudulent or suspicious clicks in real time. It works across Google Ads and Microsoft Ads accounts.
2. Auto-Blocking Bad Clicks
Once detected, the tool automatically blocks IPs and placements responsible for invalid activity, preventing further waste. Ideal for local service businesses often targeted by competitors or bots.
3. Smart Rules & Whitelists
You can define your own protection rules by campaign, keyword, or device. You can also whitelist trusted IPs or geo-locations—great for franchises and regional UK brands.
4. Real-Time Reporting
ClickGUARD gives transparent dashboards showing how many fraudulent clicks were stopped, where they came from, and how much money you saved.
5. Multi-Client Management
Agencies can manage multiple client profiles, set unique fraud rules per client, and generate custom protection reports.
Pros & Cons Table
| Pros | Cons |
| Powerful fraud protection | No bid management or budget control |
| Real-time IP blocking | Limited ad platform support (no Meta) |
| Excellent client reporting | Not a full PPC suite |
| Custom rules per campaign | Best used alongside another tool |
Pricing
- Starting at: £60/month
- Free Trial: Yes (7 days)
- Pricing Model: Based on monthly ad spend
Best for UK Agencies in High-Click Fraud Niches
ClickGUARD is a must-have for sectors like legal, home services, and insurance—where click fraud is rampant and every invalid click can eat away ROI.
- Law firm advertisers — Prevent competitors from draining ad spend.
- PPC for tradesmen — Filter out bots clicking from abroad or using VPNs.
- Local ad agencies — Reduce waste on tight client budgets.
- eCommerce brands in competitive verticals — Protect high-CPC keywords.
- Multi-client freelancers — Custom rules per client reduce false positives.
Use ClickGUARD’s Device & VPN filters to spot repeated clicks from mobile IP ranges—this is a common tactic used in competitive UK sectors like locksmiths or HVAC services.
Use ClickGUARD to Protect Budget for Google Local Service Ads
If your client runs LSAs for “plumbers in Leeds” or “solicitors in London,” protect their ad spend by using geo-fencing rules in ClickGUARD to exclude traffic from outside the service area.
Best Alternate Software
CHEQ Essentials – Also targets click fraud but includes slightly more advanced bot detection and mobile app install fraud tracking.
11. Acquisio – White-Label PPC Automation for Growing UK Agencies
Acquisio is a PPC bid management platform built with agency growth in mind. It offers scalable, white-label PPC automation that handles bidding, reporting, and account optimisation across Google, Bing, and Facebook Ads. It’s widely used by UK agencies managing many small to mid-sized client accounts.
Key Features
1. Bid & Budget Management (BBM)
This feature dynamically adjusts bids throughout the day to meet CPA or ROAS targets while ensuring daily and monthly budget pacing stays on track—especially useful for UK agencies with lots of smaller campaigns.
2. White-Label Reporting
Generate client-facing PPC reports with your branding. These are especially valuable for agencies delivering monthly performance reviews or building out retainer services.
3. Machine Learning Algorithms
Acquisio’s algorithms predict how campaigns will perform and apply bid changes based on device, location, time of day, and conversion history. It’s like having a virtual PPC analyst for each account.
4. Multi-Channel PPC Dashboard
Monitor all client ad accounts in one interface. You can customise dashboards per client or run portfolio-level analysis to spot trends and performance patterns.
5. Custom Rule Creation
Create rule-based triggers and actions to automate bidding and pausing based on your agency’s strategy—no coding or scripts required.
Pros & Cons Table
| Pros | Cons |
| Agency-first features | UI feels dated to some users |
| Strong white-labelling options | Not ideal for large-scale eCom brands |
| Great for SMB client campaigns | Slower customer support during UK hours |
| Flexible rule engine | Lacks native Amazon Ads integration |
Pricing
- Pricing: Custom quote
- Free Trial: No public trial; demo upon request
- Billing Model: Tiered by number of accounts/ad spend
Best for UK Agencies Scaling to 20+ PPC Clients
Acquisio is ideal for mid-sized agencies in the UK that want to scale PPC services without hiring more staff.
- Agencies growing fast — White-label options help present a polished client experience.
- Digital marketing resellers — Plug into Acquisio’s white-label tech stack.
- PPC departments at local media groups — Centralise and automate multiple advertiser accounts.
- UK agencies managing £10k–£50k monthly spend — Automated bid optimisation saves staff hours.
- PPC freelancers turning into agencies — Easier to scale from 5 to 20 clients.
Use Acquisio’s “Portfolio Budget Management” to group clients by vertical (e.g., trades, health, legal) and apply shared bidding strategies—this multiplies efficiency and reduces micro-management.
Use Acquisio for Managing Franchised PPC Accounts
If your client has multiple locations across the UK (like a chain of gyms or clinics), Acquisio’s white-label and shared budget controls let you scale performance without treating each location as a separate full-service account.
Best Alternate Software
Shape – If your top priority is ultra-precise budget pacing and not white-labelling, Shape is a better fit.
12. Channable – PPC Feed Automation for Product-Based UK Businesses
Channable is a feed-based PPC automation tool customised for eCommerce businesses and agencies that manage Google Shopping and Microsoft Ads campaigns. It connects your product feed to advertising platforms and enables rule-based automation to build and update ads dynamically. For UK agencies managing product-driven accounts, it streamlines campaign setup and bidding at scale.
Key Features
1. Dynamic Ad Generation from Product Feeds
Channable uses your existing product data (price, stock, description) to automatically create text ads, Shopping ads, and even dynamic remarketing campaigns. Perfect for agencies with large inventories to manage.
2. Rule-Based Bidding
You can set rules like “increase bids by 20% if margin >30%” or “pause items with out-of-stock status.” This allows real-time PPC strategy adjustments based on actual product conditions.
3. Google Shopping Feed Optimisation
Channable helps clean up, enhance, and reformat your Google Shopping feed to improve visibility and eligibility, which reduces disapprovals and improves ad quality score.
4. Integration with Marketplaces
Beyond Google and Microsoft Ads, Channable supports exports to Amazon, eBay, and Bol. This is helpful for omnichannel eCommerce clients in the UK.
5. Performance Insights per SKU
Get granular reports at the product level—so instead of just knowing that a campaign performed well, you’ll know which items actually drove results.
Pros & Cons Table
| Pros | Cons |
| Ideal for eCommerce PPC | Limited use for service-based businesses |
| Supports Shopping and text ads | Learning curve for feed optimisation |
| High-level automation via rules | Separate analytics platform required |
| Connects with Amazon & eBay UK | No Meta Ads integration |
Pricing
- Starting at: £29/month
- Free Trial: Yes (7 days)
- Pricing Model: Based on number of exports and items
Best for UK Agencies Running Google Shopping & Product Ads
Channable is a strong match for agencies working with online retailers, DTC brands, and multi-channel sellers with large, frequently changing inventories.
- Google Shopping specialists — Automate and improve product feed performance.
- DTC eCommerce brands — Easily scale SKUs into paid ads.
- Retail advertisers across marketplaces — Sync Amazon and Google campaigns.
- Agencies managing UK fashion & tech brands — Keep ads updated with changing stock.
- Freelancers handling product-based PPC — Avoid manual campaign builds.
Use Channable’s “Custom Labels” to group products by margin, price range, or availability—then create dynamic campaigns that scale your bidding logic accordingly.
Use Channable for Fast-Growing UK Shopify Stores
Connect Channable directly to Shopify to automate your Google Shopping and Microsoft Ads campaigns. This setup ensures every time your client updates their store, the changes reflect in their PPC ads without lifting a finger.
Best Alternate Software
DataFeedWatch – Also designed for Shopping feed management but offers more native support for US platforms. Channable is more UK/eCommerce focused.
13. AdEspresso – Fast Facebook Ad Testing for SMEs and Agencies
AdEspresso, by Hootsuite, is a lightweight PPC tool designed to simplify Facebook and Instagram ad creation, testing, and optimisation. While not a full-scale bid management platform, it’s ideal for UK agencies managing multiple SMB accounts that rely on social ads for leads or conversions.
Key Features
1. Visual Ad Split Testing
AdEspresso makes it easy to run A/B tests on images, headlines, CTA buttons, and audiences—no coding required. You can create multiple variants in seconds and get clear performance breakdowns.
2. Performance-Based Rules
Although not as advanced as Revealbot or Madgicx, AdEspresso includes simple automation rules for pausing underperformers or reallocating budget to winning ads.
3. Custom PDF Reporting
Generate client-ready ad reports in clean PDF formats, making it perfect for freelancers and small agencies offering Facebook Ads as part of a monthly retainer.
4. Campaign Approval Workflow
Collaborate with team members or clients directly in the platform before launching a campaign—helpful when managing ads for regulated industries or picky clients.
5. Facebook Ad Comment Moderation
You can monitor and respond to Facebook comments from inside AdEspresso, helping local businesses and brands stay engaged with their audience.
Pros & Cons Table
| Pros | Cons |
| Beginner-friendly interface | No support for Google Ads |
| Excellent for ad creative testing | Not ideal for advanced automation |
| PDF reports with custom branding | Limited rule logic compared to rivals |
| Built for Meta platforms | No support for Amazon or Bing Ads |
Pricing
- Starting at: £49/month
- Free Trial: Yes (14 days)
- Tiered Pricing: Based on ad spend volume and features
Best for UK Freelancers & Local Agencies Running Facebook Ads
AdEspresso fits those who want to focus on Meta ads without diving into the complexity of enterprise-level tools. It’s a solid choice for quick setup, creative testing, and ongoing client support.
- Facebook advertisers in the UK — Quick testing and performance insights.
- Freelancers serving 1–5 clients — Easy onboarding and campaign cloning.
- Service businesses (beauty, fitness, events) — Great for high-volume, low-budget campaigns.
- Agencies with small PPC retainers — Adds value without high overheads.
- In-house marketers in SMEs — Reduce reliance on external PPC consultants.
Use AdEspresso’s “Split Test by Country” feature to test your creative across England, Scotland, Wales, and Northern Ireland—great for tailoring ad messaging by region.
Use AdEspresso for Lead Gen Campaigns in Local UK Niches
Set up A/B tests for different landing page headlines or images for niche industries like “solicitors in Manchester” or “Chiropractors in Leeds” to see what messaging drives higher conversion rates.
Best Alternate Software
Revealbot – Offers deeper automation and Slack integration, but with a slightly steeper learning curve and higher cost.
14. SpyFu – Competitive PPC Intelligence for Smarter Bid Strategies
SpyFu is a competitive analysis tool with strong PPC features, helping UK agencies reverse-engineer what competitors are doing in paid search. While it doesn’t manage bids directly, it’s essential for building smarter campaigns and understanding keyword strategy at a granular level.
Key Features
1. Competitor Keyword Tracking
SpyFu shows every keyword your competitors are bidding on, how long they’ve run the ads, and what ad copy they’ve used. This is especially helpful when launching campaigns in saturated UK industries like insurance, legal, or local trades.
2. Google Ads History Archive
See how ad performance changed over time, including spend estimates, ad position, and CTR. Use this to identify which keywords your competitors tested and kept running—so you avoid burning budget on duds.
3. PPC Ad Copy Analysis
Get full access to historical and current ad text, helping agencies craft compelling copy that matches or outperforms rivals in high-competition niches.
4. Keyword Grouping & Clustering
SpyFu helps you organise keywords into ad groups and campaigns, ready for Google Ads import. Saves hours during campaign setup.
5. Domain vs Domain Comparison
Run side-by-side PPC comparisons of your client and their direct competitors—perfect for pitch decks, audits, and quarterly strategy meetings.
Pros & Cons Table
| Pros | Cons |
| Strong UK competitor insights | Not a direct bid manager |
| Excellent keyword history tracking | No Google Shopping or feed features |
| Unlimited search volume estimates | Limited support for Meta or TikTok Ads |
| Affordable for small agencies | Manual export to Google Ads required |
Pricing
- Starting at: £33/month
- Free Trial: Yes (7 days)
- Unlimited Exports: Included on Pro plan
Best for UK Agencies Researching Competitive PPC Landscapes
SpyFu is a research powerhouse that empowers agencies to create data-backed campaigns from day one—especially useful for new client onboarding, audits, and retainer sales conversations.
- Pitching new PPC clients — Show prospects what competitors are spending.
- Agencies building campaign plans — Reverse-engineer top-performing ad groups.
- Freelancers offering audits — Add depth with PPC history and keyword gaps.
- Local business PPC — Identify what’s working in nearby postcodes.
- B2B PPC consultants — Uncover long-running keywords and top ad copy.
Use SpyFu’s “Keyword Overlap” graph to find exact-match phrases competitors bid on but your client doesn’t. These often yield fast wins without high CPCs.
Use SpyFu to Research Local UK PPC Niches
Planning ads for “family lawyers in Bristol” or “window installers in Sheffield”? SpyFu helps you see what your client’s rivals are doing—down to the keyword level—and copy what’s already proven to work.
Best Alternate Software
Semrush PPC Tool – Offers more keyword and domain research depth, but at a higher price and with a broader (less PPC-focused) feature set.
15. Opteo – Real-Time Google Ads Optimisation for PPC Managers
Opteo is a Google Ads management platform focused on real-time optimisation for agencies and freelancers. It provides clear, actionable suggestions for improving ad campaigns and automates repetitive tasks. It’s a top choice for UK agencies that want to reduce time spent on maintenance and free up bandwidth for strategic planning.
Key Features
1. Real-Time Account Suggestions
Opteo monitors your Google Ads accounts 24/7 and delivers improvement suggestions across bids, budgets, keywords, and ads. Unlike generic scripts, these suggestions are customised to your account’s unique performance.
2. Integrated Google Ads Editor
Make instant changes directly from Opteo’s dashboard. You can approve, modify, or reject suggestions without jumping between tools or tabs.
3. Performance Tracking Over Time
Track progress of KPIs like CPA, CTR, or ROAS at a glance. Visualise trends and back up your decisions in client meetings with clear historical data.
4. Slack Integration
Get campaign alerts and performance tips delivered directly into Slack, ideal for UK agencies managing multiple accounts or team members.
5. Improvement History Log
Review all the suggestions made and actions taken to understand how changes impacted performance. Great for audit trails and showing value to clients.
Pros & Cons Table
| Pros | Cons |
| Real-time Google Ads suggestions | Google Ads only (no Meta or Bing) |
| Easy-to-implement fixes | Limited for eCom product feeds |
| Clean, fast interface | Not a full automation tool |
| Excellent client reporting tools | Doesn’t support Smart Shopping fully |
Pricing
- Starting at: £97/month
- Free Trial: Yes (14 days)
- Plans: Based on monthly ad spend managed
Best for Google Ads-Focused UK Freelancers and Boutique Agencies
Opteo is made for digital marketers and PPC specialists running 5–20 Google Ads accounts and needing a quick, focused optimisation tool that delivers consistent performance improvements.
- Freelance Google Ads consultants — Saves hours of manual account review.
- Agencies with junior PPC managers — Makes campaign maintenance easy.
- UK service businesses — Quickly improves underperforming search ads.
- Lead gen-focused advertisers — Optimises for CPL and conversion volume.
- Marketing teams on Google Ads retainers — Great value delivery tool.
Use Opteo’s “Suggestions Feed” as a client call agenda. It gives you a punchy, prioritised list of wins you’ve delivered—making your work tangible and retaining trust.
Use Opteo for Lead-Gen Campaigns in Competitive UK Postcodes
If your campaign targets “accountants in London” or “cleaners in Birmingham,” use Opteo’s geo-based bid adjustment suggestions to shift more budget to the highest-converting regions automatically.
Best Alternate Software
Adalysis – Offers deeper control and A/B testing capabilities but with a slightly steeper learning curve.
16. PPC Samurai – Visual Workflow Automation for Power Users
PPC Samurai is a visual PPC rule engine and automation tool customised for experienced Google Ads managers and agencies. It stands out by giving complete control over campaign logic through drag-and-drop workflows. UK agencies managing high-volume or multi-client setups use it to enforce consistency and scale operations without compromising on strategy.
Key Features
1. Visual Workflow Builder
Set up complex, if-this-then-that logic using a no-code, drag-and-drop interface. You can chain conditions like “Low CTR + High Spend = Pause” to make decisions that mimic expert human strategy—at scale.
2. Multi-Account Management
Manage dozens of client accounts in a single interface. Workflows can be duplicated, edited, and applied across accounts, saving serious time on account maintenance and scaling.
3. Scheduled Account Audits
Run audits on a schedule—daily, weekly, monthly—to automatically flag issues like overspend, broken URLs, disapproved ads, or low-performing keywords.
4. Alert System with Visual Triggers
Get custom alerts when any condition you’ve defined is met. No more scrambling to check Google Ads daily.
5. Granular Campaign Logic
Create rules for keyword-level bidding, ad group-level pausing, or even feed-based logic for product campaigns—perfect for seasoned PPC pros in UK markets with niche targeting needs.
Pros & Cons Table
| Pros | Cons |
| Full workflow customisation | Not beginner-friendly |
| Drag-and-drop automation engine | No support for Meta Ads |
| Excellent multi-account efficiency | Interface can feel technical |
| Highly scalable for agencies | Limited out-of-box templates |
Pricing
- Starting at: £75/month
- Free Trial: Yes (14 days)
- Pricing Model: Based on ad spend and account volume
Best for UK PPC Pros Who Want Deep Customisation
PPC Samurai is ideal for in-house PPC specialists, large agencies, or seasoned freelancers who want maximum control over their bidding strategy and don’t trust fully automated AI systems.
- In-house Google Ads specialists — Build reusable automations without devs.
- UK eCommerce agencies — Set up rules to manage thousands of SKUs.
- Legal & finance advertisers — Create compliance-specific workflow logic.
- Performance-driven freelancers — Show clients your custom campaign logic.
- Agencies scaling accounts to £50k+/month — Reduce human oversight with workflow controls.
Use PPC Samurai’s “Cross-Account Workflow Clone” feature to apply high-performing logic to new client accounts instantly—particularly useful during new client onboarding.
Use PPC Samurai for Time-Zone Bidding Logic in the UK
Want to pause ads outside business hours in London, but not in Glasgow? Build location-based schedules that auto-adjust bids by geography using time conditions in PPC Samurai.
Best Alternate Software
Optmyzr – More beginner-friendly but less flexible in terms of custom, visual rule logic.
17. Semrush PPC Tool – Competitive PPC Insights for Cross-Channel Campaigns
While Semrush is widely known for SEO, its PPC toolkit is a goldmine for UK agencies focused on competitor research, keyword strategy, and ad copy planning. It’s not a full bid automation platform, but it gives paid search marketers the upstream data needed to build smarter, more profitable campaigns.
Key Features
1. PPC Keyword Research
Use Semrush to uncover paid search keywords your competitors are bidding on, along with CPC estimates, keyword difficulty, and SERP features. Great for building laser-targeted campaigns from the start.
2. Ad Copy Intelligence
See which ads your competitors have run recently, including full headlines and descriptions. Understand which messaging sticks—and avoid repeating stale or ineffective angles.
3. Keyword Gap Analysis
Quickly identify where your client is missing out compared to competitors in the same UK region or industry. Create better campaign structures based on proven gaps.
4. PLA (Product Listing Ads) Tracking
Track Shopping ads competitors are running in Google’s SERP, including image previews, pricing, and destination URLs—ideal for UK eCommerce-focused agencies.
5. Cross-Channel Visibility
Semrush includes data on Google, Bing, YouTube, and even display networks, helping agencies map out full-funnel advertising opportunities.
Pros & Cons Table
| Pros | Cons |
| Strong UK-focused PPC data | Not a bid management platform |
| Deep competitive ad research | Requires manual setup in Google Ads |
| Integrates with SEO workflows | No campaign automation tools |
| Tracks Shopping Ads and text ads | Higher learning curve for new users |
Pricing
- Starting at: £108/month
- Free Trial: Yes (7 days)
- Pro, Guru, Business Plans: Feature tiered
Best for UK Agencies Needing Strategic PPC Planning
Semrush’s PPC toolkit fits agencies that spend a lot of time researching markets, building competitive pitch decks, or identifying white space before launching ads.
- SEO + PPC agencies — Sync keyword targeting across both channels.
- Agencies launching new verticals — Map the PPC terrain before spending.
- Performance marketing strategists — Combine data to guide strategy.
- Freelancers creating pitch decks — Impress clients with robust research.
- Retail advertisers — Monitor PLA competition in Shopping results.
Use Semrush’s “Ad History” tab to identify winning ad formats that have run consistently across Google for 6+ months—chances are, they’re profitable. Build new ads inspired by these.
Use Semrush for PPC Competitor Research in Local UK Niches
Targeting “estate agents in Birmingham” or “wedding venues in Yorkshire”? Use Semrush to find the top paid keywords in those regions and reverse-engineer top ad performers before launching campaigns.
Best Alternate Software
SpyFu – More affordable and PPC-specific, but Semrush offers broader multi-channel visibility and SEO integration.
18. AdStage – Unified PPC Reporting Across All Ad Channels
AdStage is a reporting-focused PPC platform that connects ad data from Google, Facebook, LinkedIn, Twitter, and more into one central dashboard. While it’s not a bid management engine, it excels in visualising campaign performance for UK agencies handling multiple clients and needing to deliver detailed, platform-agnostic insights.
Key Features
1. Cross-Channel Report Builder
Create unified reports across all major ad networks. You can build monthly performance dashboards that show CPC, CPA, ROAS, and impressions from Google Ads, Meta, LinkedIn, and Bing—side by side.
2. Scheduled Client Reports
Set up recurring reports to be emailed to clients or stakeholders. You’ll never forget a report deadline, and clients get consistent, branded data.
3. Google Sheets Integration
Push data directly into Google Sheets for custom analysis, chart creation, or integration into larger client reports.
4. Campaign Tagging System
Group campaigns by client, objective, or funnel stage. This gives UK agencies flexibility in how they segment and report across accounts.
5. API Data Pipeline
Pull ad data directly into BI platforms like Tableau or Looker. This is especially helpful for agencies that blend PPC with larger analytics workflows.
Pros & Cons Table
| Pros | Cons |
| Clean, customisable reporting | No bidding or campaign management |
| Supports multiple ad platforms | Requires some setup time |
| Strong for agencies with 10+ clients | No built-in automation features |
| Integration with Sheets & BI tools | UI feels more analytical than visual |
Pricing
- Pricing: Custom quote only
- Free Trial: No public trial (demo available)
- Plans: Based on connected ad accounts and report volume
Best for Reporting-Heavy UK Agencies and Media Teams
AdStage is a perfect fit for account managers and strategists who spend time explaining PPC results to stakeholders, especially those juggling mixed ad portfolios.
- Multi-platform UK agencies — Create standardised reports across channels.
- Account managers — Automate weekly/monthly check-ins.
- Performance analysts — Integrate data into custom dashboards.
- In-house media teams — Monitor spend across LinkedIn, Twitter, and Google.
- Marketing consultants — Deliver high-impact pitch decks with data to back it up.
Use AdStage’s campaign tagging system to isolate ROAS for “UK-only campaigns” vs “global campaigns” across all ad channels—something most platforms don’t do natively.
Use AdStage to Report on UK Regional Campaigns with Clarity
For agencies managing campaigns across multiple UK regions—London, Birmingham, Liverpool—use AdStage to break down campaign performance by geographic tag and highlight where spend is working hardest.
Best Alternate Software
DashThis – Another strong PPC reporting platform, but AdStage includes broader ad platform integration and deeper BI flexibility.
19. Madgicx – AI-Powered PPC Automation for Facebook & Instagram Ads
Madgicx is a PPC automation and creative analytics tool customised for Meta platforms—Facebook and Instagram. It offers AI-based bidding, performance insights, and creative intelligence, making it ideal for UK agencies managing high-volume social ad accounts.
Key Features
1. AI Bidding Strategies
Madgicx uses smart algorithms to adjust bids and budgets automatically based on ROAS targets. You choose your goal (purchase, lead, app install), and Madgicx optimises spend accordingly.
2. Creative Performance Analysis
See which ad creatives, headlines, and visuals are driving the best results. This tool tags every asset and shows you what to keep, pause, or scale—vital for UK agencies working with content-heavy eCommerce brands.
3. One-Click Automation Templates
Use pre-built automation templates to scale ad sets, pause underperformers, or duplicate winning ads. No coding, no guesswork.
4. Audience Studio
Build laser-focused retargeting and cold audiences using intent signals and behaviour across Meta’s network. This is especially effective for fashion, fitness, and health brands popular in the UK.
5. Budget Scaling Tactics
Set rules that scale campaigns only when they meet specific ROAS or frequency thresholds. Great for pushing seasonal offers or managing Black Friday/Boxing Day campaigns.
Pros & Cons Table
| Pros | Cons |
| Built for Meta ad platforms | No Google or Amazon Ads integration |
| Excellent creative insights | Pricing increases with spend volume |
| Strong automation for scaling | Not ideal for local lead gen clients |
| Fast onboarding and setup | Requires strong ad creative inputs |
Pricing
- Starting at: £59/month
- Free Trial: Yes (7 days)
- Scaling Tiers: Based on ad spend managed
Best for UK eCom & DTC Agencies on Meta Platforms
Madgicx works best for social-first brands in the UK that rely on visual storytelling and aggressive retargeting to drive sales.
- DTC eCommerce brands — Perfect for Shopify, WooCommerce, or BigCommerce stores.
- Agencies managing Meta ads only — Scale without constant human oversight.
- UK fitness brands — Test & rotate ad creatives fast.
- Subscription brands — Focus campaigns on high-LTV audiences.
- Media buyers needing fast pivots — Apply templates across campaigns in minutes.
Use Madgicx’s “Creative Clustering” to find out which colour schemes or product angles drive the best CTR or ROAS—this helps you brief design teams more effectively.
Use Madgicx for Hyper-Specific Retargeting in the UK
If your client wants to retarget “cart abandoners in London” or “video viewers from Glasgow,” Madgicx’s Audience Studio lets you build granular segments and automate personalised ads for each.
Best Alternate Software
Revealbot – Offers similar Meta ad automation but lacks the same level of creative analysis and clustering insights.
20. Bidnamic – Google Shopping Bid Automation for eCommerce Retailers
Bidnamic is a specialist PPC bid management platform focused exclusively on Google Shopping. It uses machine learning to dynamically adjust bids at the SKU level, helping UK eCommerce retailers win more profitable impressions and avoid wasted spend on low-converting queries.
Key Features
1. SKU-Level Bidding Automation
Bidnamic analyses the performance of each product in your Shopping feed and adjusts bids based on margin, conversion rate, and search intent—ensuring top-performing SKUs get priority.
2. Query-Level Data Analysis
The platform goes beyond product performance by analysing actual search queries and applying negative keywords to avoid wasteful clicks. Great for high-volume UK retail accounts.
3. Competitive Intelligence
Bidnamic benchmarks your Shopping campaigns against competitors to find pricing gaps, impression share losses, and missed bidding opportunities.
4. Margin-Based Bid Strategy
Custom bidding logic ensures you’re not overbidding on low-margin items. You can assign profitability tiers and allow the platform to optimise for margin, not just volume.
5. Human + AI Support Model
Each client gets a dedicated success manager, meaning the AI bidding is supplemented by hands-on help to tailor strategies for your UK business context.
Pros & Cons Table
| Pros | Cons |
| Built specifically for Shopping | No support for search or display ads |
| Margin and SKU-focused bidding | Requires large inventory to be effective |
| Includes human account support | No free trial or public pricing |
| Excellent UK eCommerce use cases | Integration requires onboarding process |
Pricing
- Pricing: Custom quote
- Free Trial: No
- Setup Time: Includes onboarding and consultation
Best for UK eCommerce Brands Selling via Google Shopping
Bidnamic is purpose-built for brands doing £10k/month+ in Google Shopping spend and needing to scale performance without burning profit margins.
- Fashion & apparel brands — Control which SKUs scale based on seasonality.
- UK tech retailers — React to fast-moving inventory and price fluctuations.
- Multi-brand eCommerce stores — Optimise at a granular SKU level.
- Digital-first UK retailers — Compete on ROAS, not just clicks.
- Shopify and BigCommerce users — Direct integrations available.
Use Bidnamic’s “Profitability Report” to map which SKUs bring in the most revenue per pound spent—it’ll quickly tell you which products to scale, cut, or reposition in Shopping campaigns.
Use Bidnamic to Scale Your UK Product Feed Profitably
Instead of applying one-size-fits-all bids, Bidnamic’s margin-based model allows you to allocate ad spend based on what actually makes money—especially useful for high SKU-count retailers across the UK.
Best Alternate Software
Channable – Strong for feed management and Shopping ads, but Bidnamic goes deeper with performance-based bidding logic.
Why These PPC Bid Management Tools Matter for UK Agencies in 2025
PPC management has never been more complex, or more profitable, when done right. From feed-based bidding platforms to automation tools built for Meta or Google Ads, this list was built with UK agencies in mind. Whether you’re scaling client portfolios, cutting wasted spend, or pitching new retainers, the right software can become a silent team member that delivers results 24/7.
Don’t choose based on hype. Choose based on features that match how your agency actually works.
Book a Strategy Call with Pearl Lemon Today
At Pearl Lemon, we don’t just list software, we build systems around it. If you’re a UK-based PPC agency, eCommerce brand, or lead generation expert looking to scale your campaigns with less stress, fewer missed clicks, and more ROAS clarity, we’ve got you covered.
We specialise in:
- PPC audits using competitive intelligence
- Multi-channel bidding strategy development
- Budget pacing + performance automation
- Shopping feed optimisation with ROI-first thinking
- Retargeting frameworks for UK and EU traffic
Schedule a consultation today and we’ll walk you through which tools match your current stage and how to apply them to hit your revenue targets.
FAQs
1. What’s the best PPC bid management tool for small agencies?
WordStream or Adzooma, they’re beginner-friendly and don’t require steep budgets or training.
2. Can I use multiple PPC tools together?
Yes. Many UK agencies use SpyFu or Semrush for research, Optmyzr or Adalysis for bid control, and Shape or ClickGUARD for spend control and fraud prevention.
3. Which tool is best for Google Shopping campaigns?
Bidnamic and Channable offer granular control and dynamic bidding at the SKU level.
4. What tool works best with Meta ads?
Madgicx for creative-focused optimisation or Revealbot for automated rule building and Slack alerts.
5. Do any of these tools support Amazon Ads?
Yes, Skai, Marin, and Channable offer Amazon Ads integration and cross-channel budget planning.
6. What tool helps with PPC reporting across platforms?
AdStage offers clean, multi-platform reporting ideal for client-facing use.
7. Can I automate ad testing?
Adalysis and AdEspresso both automate ad split testing for Google and Meta respectively.
8. How do I manage PPC budgets across many clients?
Shape is built specifically for budget pacing and multi-account oversight.
9. Are these tools compliant with UK data laws?
Most tools listed are GDPR-compliant, but always check individual platform policies.
10. What tool should I start with if I’m solo?
Start with Opteo or WordStream, they offer guidance-driven workflows without overwhelming complexity.
