All the right tools are needed when agencies navigate through an evolving PPC landscape.
In that respect, I would focus on the most used tools that have helped achieve significant growth for many of them. These have indeed streamlined workflows and are also contributing a lot towards the success of digital marketing campaigns.
What is a PPC Tool
PPC tools, otherwise known as Pay-Per-Click tools, are software and applications designed to help businesses and advertisers manage and optimize their Pay-Per-Click advertising campaigns. PPC is a model of online advertisement whereby an advertiser pays a certain amount of money every time his or her ad is clicked.
These tools will ease the process of creating, monitoring, and optimizing PPC campaigns across search engines and social media.
Common features of PPC tools may include keyword research, ad creation and management, bid management, performance analytics, A/B testing, and campaign optimization.
Such functionality will help advertisers get the most out of their PPC campaigns by improving targeting, reducing costs, and increasing the overall return on investment. The popular examples are Google Ads, Microsoft Advertising, SEMrush, and AdEspresso.
Here are the best tools every PPC agency must use in 2025:
Google Product Suite
The products suite in Google is extremely broad, but we focused most of our efforts and energies on Google Slides, Google Sheets, and Google Docs. Technically, those would be considered suites, but to me, they represent one suite of tools.
One tool at Google that impresses me greatly and impacts most of our daily lives is Google Sheets. It’s revolutionized how we work with real-time collaboration, and how we remove many version control headaches like what normally happens with Excel documents.
For instance, we worked on puzzling filenames like “example_excel_doc_FINAL_21-19,” which gives room for mistakes. Thanks to Google Sheets, these frustrations are now a thing of the past, and collaborations are now smoother and easier to maintain.
Google Docs allows cross-collaboration both inside and outside of the company in real-time. A single digital document leaves a clear digital track record for all document’s status and reports.
When it comes to reporting and ad hoc requests, Google Slides is the preferred platform. Having internally customized the theme ourselves makes it a great medium to present information visually and stay on top of the message.
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Zapier
Often underestimated, Zapier is a powerhouse when it comes to automation. Its impressively long array of functionalities that are ever-inbuilt help in doing repetitive tasks with ease and connecting various tools; these have become essential parts of our workflows.
It is compatible with more than 5,000 digital tools; this is a feature to consider since one may work with one of the features and perform what fits his or her unique needs.
We use Zapier for CRM system integrations, syncing between different platforms, and automatic e-mail communications. This tool certainly deserves more attention from the PPC community because it totally transformed our efficiency.
DataSlayer
DataSlayer has indeed become a strong alternative to SuperMetrics, with remarkable strengths in terms of integration and the overall feature set. You can easily connect Meta, Google, TikTok, Shopify, and many other channels into a single unified dashboard using its native integration with Google Sheets.
DataSlayer not only enhances your operational efficiency but also enables you to develop reports and dashboards as per the preferences of your clients, thus simplifying reporting. There are several reporting solutions or tools available out there, but none match up to the level of customization needed to meet the client needs that DataSlayer provides answers to.
With the various different platforms that we have to aggregate to get a complete view of all the marketing channels we manage, DataSlayer is one of the most affordable and flexible solutions we have used.
Google Analytics 4
Despite any criticisms, Google Analytics continues to be a benchmark in the realm of analytics. Its tracking capabilities and smooth integrations offer businesses, particularly small to medium-sized ones, a wealth of valuable data.
Gaining insights into the sources of your traffic, the devices used, and the geographic locations from a comprehensive perspective can significantly contribute to driving positive business outcomes.
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DownNotifier
DownNotifier holds significant value for agency owners. As an important component of our onboarding process, we’ve integrated automatic alerts that notify us when a client’s website experiences downtime.
This became especially important during a recent Shopify outage, enabling us to promptly notify the client and temporarily halt PPC campaigns to minimize unnecessary expenses.
Taking a proactive stance in managing downtime has emerged as a strategic advantage. What adds to its appeal is that it’s a completely free service and requires virtually no time for setup.
Rich Data Tester
Emerging from Google, the Rich Data Tester proves to be a valuable resource for resolving issues in the Google Merchant Center or optimizing for SEO.
Professionals familiar with structured data appreciate this tool for gaining insights into how the Googlebot interprets a website. It aids in refining elements crucial to visibility and overall performance.
The Google Merchant Center might have some errors, such as price mismatches. The Rich Data Tester allows you to perceive the website through the eyes of the robots.
In many instances, structured data is implemented in a manner that confuses the bots. Converting your website to standardized languages that search engines can comprehend becomes essential. This approach proves beneficial across various marketing aspects.
Canva
For a team that prioritizes platform expertise over creative flair, Canva has become an essential tool. Its exceptionally intuitive platform is a game-changer, allowing us to create visually striking advertisements customized for clients with limited creative abilities.
Canva goes beyond mere design; it accelerates the initiation of social campaigns by providing a variety of templates, graphics, fonts, and AI customization options. This expedites our process of launching new campaigns.
Google Keyword Planner
Enduring the trials of time, Keyword Planner continues to be an important tool for those overseeing PPC campaigns. Despite its evolution over the past decade, it stands out as one of the most dependable keyword research tools.
In the age of broad match keywords, it serves as a fundamental resource for pinpointing high-volume keywords and assessing their relevance. We routinely use this tool to concentrate on keywords with a certain volume level, forecasting performance for clients by leveraging a mix of Google data, client-specific information, and industry benchmarks.
This approach frequently yields a reasonably accurate prediction of investment and performance.
Google Tag Manager
Ensuring the tracking and measurement of campaign success, especially during onboarding, poses one of our most significant challenges.
Google Tag Manager proves invaluable, provided one has a grasp of its functionalities. With its capabilities, virtually every on-site activity can be tracked. We can establish triggers based on specific conditions and initiate conversions tailored to our needs.
Surprisingly, many clients still lack proper tracking setups. Some companies focus solely on impressions, clicks, and costs in their spending and reporting. Emphasizing measurability to our clients is a constant effort, as it holds marketing accountable for the direction, investment, and performance of their campaigns.
These tools have played an important role in our agency’s growth, with daily usage across all platforms. They help us to deliver, manage, and scale both our business and client endeavours.
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ChatGPT
The significance of ChatGPT in our day-to-day activities is difficult to downplay. The hype surrounding this AI tool is entirely justified, given that it has truly revolutionized our operations.
Once teams become adept at using prompts, ChatGPT expedites the creation of complete accounts, generating keywords, composing ad copy, and designing landing pages within remarkably brief time frames.
We are actively exploring ways to integrate ChatGPT with other platforms, such as Zapier, to exponentially enhance its capabilities.
Considering the rapid advancement of AI and the escalating capabilities of technology, it raises intriguing questions about how these developments might further enhance or even replace the need for some of these tools.
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