WordStream alternatives at a glance
The closest software you run yourself is Optmyzr for several ad platforms, and Opteo or Adalysis for Google Ads. WordStream’s paid software, WordStream Advisor, was reported closing in 2022.
Start with what you came to do
| Your job | Look at first | Why |
|---|---|---|
| I used WordStream Advisor and want that weekly routine | Optmyzr Express or Opteo | Both give you a list of changes to review, and you decide what goes live. |
| I fix Google Ads accounts every week | Optmyzr, Adalysis, Opteo | Audits, budget alerts and bid tools are Yes on all three (matrix). |
| I run Google and Microsoft ads on many small accounts | Adalysis, Optmyzr | Both are Yes on Microsoft. Adalysis lists unlimited accounts, and Optmyzr Essentials covers up to 25. |
| A small team runs several ad platforms | Optmyzr | The only one of the six with all four other platforms marked Yes. Its AI page says custom strategies run across Google, Microsoft and Amazon. |
| I send client reports from many accounts | Agency reports compared | White label and account limits for seven tools, side by side. |
| I build one report by hand, or need ad data in a warehouse | Improvado, Supermetrics, Funnel | These move ad data into your warehouse, BI tool or sheet. |
| I want to get ad data out of an ad tool | Ways out, tool by tool | API, exports and who owns the data, in each vendor’s words. |
| I want keyword research | Semrush vs WordStream and Moz | Free tools come first, with what each paid plan costs. |
| I want someone else to run my ads | PPC.io, WordStream | PPC.io sells a service that runs ads. WordStream sells marketing services through LocaliQ. |
An ad tool fixes this
The problem is inside an ad account
Wasted spend, weak ads, missed budgets and bids that need changing. Pick a tool from the job picker.
A reporting tool fixes this
The problem sits between accounts
Spend sits on three or more platforms, campaign names differ on each, or finance wants one cost number. Compare the reporting tools.
Today WordStream offers free tools and a free consultation for LocaliQ marketing services.
Semrush vs WordStream? Semrush for ongoing research, WordStream’s free tool for one quick list.Stop copying numbers by hand? Compare three reporting tools.Running client reports? White label and 60 accounts, side by side.
Improvado publishes this page. It sells a reporting tool, so it is not ranked with the ad tools. Facts come from each vendor’s own pages.
Second case sounds like yours? Bring your ad platforms and your report, and an Improvado expert shows what connects.
PPC means pay-per-click advertising. An MCP (Model Context Protocol) is a connection that lets an AI assistant such as Claude read the data in a tool.
Sources for this part were read on vendor pages on 4 November 2026.
What happened to WordStream Advisor
We found no notice about it on WordStream’s own pages today. The dated record below comes from a company filing and from Optmyzr, a vendor that gains when WordStream users leave, so read its post with that in mind.
Show the dated sources
- July 2018. Gannett closed its purchase of WordStream, which it called a provider of cloud-based software-as-a-service (press release filed with the SEC).
- January 2022. Optmyzr wrote that WordStream would sunset WordStream Advisor, and that free trials and registrations had stopped (Optmyzr post, 13 January 2022).
- April 2022. The same post said subscribers would lose access once the AdWords API was deprecated that month. It gave users two options: LocaliQ managed services, or a new PPC software provider.
- Today. WordStream calls itself WordStream by LocaliQ, part of the USA TODAY NETWORK (About LocaliQ page).
“I was initially concerned about the leap in price between the two platforms, but since WordStream decided to abandon all its DIY users and only offer their own management, they tied my hands.”
A former WordStream user, quoted by Optmyzr in the same post. Optmyzr chose this quote.
Rank the WordStream alternatives by your job
Pick a job. The six tools rank by the features it needs. Yes is worth 2 points and Partial 1. Each percentage is the share of the job’s points a tool earns, and the points sit next to it.
Your job
Ranking
For auditing and fixing a Google Ads account yourself, Optmyzr and Adalysis tie at 100% of the job’s points (5 yes of 5 features). Next, read the tool cards, then the pricing table. The job uses 5 features in the matrix.
Features counted for this job: Account audits, Rules that change the account, Budget alerts, Bid management, Free trial or free plan.
Ready to try one? Free trials: Optmyzr, Opteo, Adalysis.
Running more than Google Ads? Pick the second job. Need one report across your ad tools? Compare the reporting tools. Keyword research? See Semrush vs WordStream.
A mark we could not confirm scores 0, so a percentage can understate a tool. Check the vendor’s page before you rule one out.
Four things WordStream’s pages show
On the pages we read, WordStream sells services and its audit is a free grader. We found graders for Google and Facebook only. PPC.io’s live software is a landing page tool.
What is for sale
Marketing services, with no plan or price listed
WordStream’s Marketing Services page offers a free consultation and a menu of services: listings, SEO, social media marketing, search, display, video and social ads, customer center and chat. We found no software plan, login plan or price on the WordStream pages we read (4 November 2026).
- 0 prices found on its pages
- Free consultation, then a quote
Audits
The audit is a free grader
WordStream’s audit is the Free Google Ads Performance Grader, which it describes as a free, instant report card “with scores in nine key areas”. Optmyzr and Adalysis run audits inside a paid tool you keep open, and Adalysis counts 100+ prebuilt checks.
- 9 areas in its free grader
- 100+ prebuilt checks in Adalysis
Platforms
We found no Microsoft, Amazon or LinkedIn tool
WordStream’s pages name Google Ads and Facebook as free graders. We found no Microsoft Advertising, Amazon Ads or LinkedIn Ads tool on the pages we read. Optmyzr lists all four platforms, and Adalysis lists Microsoft Ads (4 November 2026).
- 4 of 4 platforms marked Yes: Optmyzr
- 0 of 4 marked Yes: WordStream
A tool you may have shortlisted
PPC.io’s live software is a landing page tool
PPC.io’s pricing page lists Postclick, a landing page tool with a free plan, and a flat-fee agency service. Its Google Ads agents are marked Coming soon (4 November 2026).
- 1 live tool: Postclick
- Coming soon Google Ads agents
What WordStream offers today and who it fits
On its own pages, WordStream is a blog, a set of free tools and a way into LocaliQ’s marketing services. Its About LocaliQ page says WordStream is now WordStream by LocaliQ, part of the USA TODAY NETWORK.
WordStream
Free tools and marketing services
Free tools
5
Entry price
None found
Trial
None found
Certificates
None found
Show all six facts
Sold by
LocaliQ marketing solutions, with a 2026 copyright line for USA Today Co, Inc. on the page
Services
Listings, SEO, social media marketing, search, display, video and social ads, customer center and chat
Free tools
Google Ads Performance Grader, Facebook Ads Performance Grader, keyword tool, website grader and ROAS calculator
Entry price
We found none on the pages read
Trial
We found none. The call to action is a free consultation
Certificates and compliance
We found none on the WordStream or LocaliQ pages read
Source: Marketing Services page; certificates and compliance: LocaliQ home page.
WordStream vs the alternatives: fifteen features side by side
A Yes needs the whole feature as the vendor’s page defines it, built in on a standard plan or sold as the service itself.
Pick a job to show only its features.
●Yes◐Partial: part of it, an add-on, a free standalone tool or a beta○No: the vendor says it does not offer it, or lists it as laterNot verified: no page read says it
WordStream: 11 of 15 features are not verified on the pages read. A Not verified mark scores 0, and the tool may still offer the feature.
Tap a mark for its quote and the vendor page behind it.
Swipe sideways to see all six tools.
| 15 features in 4 groups | WordStream | Optmyzr | Adalysis | Opteo | PPC.io | Semrush |
|---|---|---|---|---|---|---|
| Confirmed YesOf 15 features | 1 | 13 | 8 | 8 | 4 | 5 |
| PartialOf 15 features | 3 | 1 | 1 | 0 | 7 | 2 |
| Not verifiedScores 0, may still exist | 11 | 1 | 4 | 7 | 2 | 8 |
| Run the ad account | 0 of 5 | 5 of 5 | 4 of 5 | 4 of 5 | 0 of 5 | 1 of 5 |
| Account auditsChecks of an ad account that flag problems | ◐ | ● | ● | ● | ◐ | |
| Rules that change the accountAutomation that edits or pauses things by itself | ● | ● | ◐ | |||
| Budget alertsBudget pacing, tracking or overspend alerts | ● | ● | ● | ◐ | ||
| Bid managementTools that set or adjust bids | ● | ● | ● | ◐ | ◐ | |
| AI edits the accountAn AI that makes changes in the ad account | ● | ◐ | ● | ○ | ● | |
| Ad platforms | 0 of 4 | 4 of 4 | 1 of 4 | 1 of 4 | 1 of 4 | 1 of 4 |
| Microsoft AdvertisingWorks with Microsoft (Bing) ads accounts | ● | ● | ● | |||
| Meta adsWorks with Facebook and Instagram ads | ◐ | ● | ○ | ● | ● | |
| Amazon AdsWorks with Amazon ads accounts | ● | ○ | ||||
| LinkedIn AdsWorks with LinkedIn ads accounts | ● | ○ | ||||
| Reports, AI and research | 0 of 3 | 2 of 3 | 2 of 3 | 2 of 3 | 1 of 3 | 2 of 3 |
| Scheduled client reportsReports sent on a schedule, or under your logo | ● | ● | ● | ● | ◐ | |
| AI assistant or MCPAsk an AI assistant about your ad data | ● | ● | ● | ◐ | ● | |
| Keyword and competitor researchFind keywords and see rival ads | ◐ | ◐ | ◐ | ● | ||
| Buying and help | 1 of 3 | 2 of 3 | 1 of 3 | 1 of 3 | 2 of 3 | 1 of 3 |
| Free trial or free planTry it before you pay | ● | ● | ● | ◐ | ● | |
| A team runs your adsA done-for-you service | ● | ● | ● | |||
| Landing page builderBuilds the page behind your ad | ● |
WordStream pricing and its alternatives in 2026
We found no WordStream price on the pages read (wordstream.com). The table gives each tool’s entry plan, next plan and the accounts it covers, with the vendor page behind every row.
WordStream
No price found
Quote after a consultation
Optmyzr
By ad spend
Essentials covers up to 25 accounts. 14-day free trial
Adalysis
By ad spend
Unlimited accounts. 30-day free trial
Opteo
By ad spend
Fixed plans for 10, 25 or 75 accounts. Enterprise by quote
Pricing table, with the vendor page behind every row
| Tool | Entry plan | Next plan | Accounts covered | Billing note |
|---|---|---|---|---|
| WordStream | No price found. Free consultation | None found | None found | Quote after a consultation |
| Optmyzr | Essentials from $209 a month billed annually, $299 billed monthly | Premium and Enterprise, priced by ad spend | Essentials: up to 25 | 14-day free trial, no credit card |
| Adalysis | From $149 a month, up to $50,000 of ad spend | Price steps up with maximum monthly ad spend | Unlimited, with unlimited users | All features on every plan. 30-day free trial |
| Opteo | Basic $129 a month, $25,000 of spend a month | Professional $249 a month. Agency $499 a month | Basic 10, Professional 25, Agency 75 | Enterprise by quote |
| PPC.io | Postclick free, $0 for 18 credits | Starter $40 a month, or $400 a year | Service: every account, flat | Agency service $3,000 a month, flat |
| Semrush | Advertising Base $99 a month, billed annually | Advertising Pro $220 a month, billed annually | None found | Extra users $20 a month. 7-day free trial |
| Reporting tools, not ad tools | ||||
| Improvado | Managed data from Starter, $20,000 a year | Growth from $41,700 a year | Counts rows and workspaces: Starter 1 workspace, Growth up to 10 | Separate MCP Only plan, $100 a month. Enterprise by quote |
| Supermetrics | Starter from EUR 39 a month, billed yearly | Growth from EUR 159 a month, billed yearly. Enterprise by quote | Starter 2 per data source, Growth 7 | EUR 49 and EUR 199 billed monthly |
| Funnel | Starter from EUR 280 a month, billed annually | Business from EUR 560 a month | Counts flexpoints, per connector and per account | Unlimited users. Prices can differ by region |
Euro prices are as listed on the vendors’ pages, with no conversion. Improvado’s price is yearly and most others are monthly.
Optmyzr, Adalysis and Opteo price by ad spend, so a larger account pays more than the entry plan. Opteo’s fixed plans stop at $250,000 of spend a month, and above that is by quote.
Optmyzr sends spend over $500K to sales. Check Adalysis on its slider at your own spend. At about $250,000 a month, Opteo Agency at $499 is the top fixed plan. Improvado sizes plans by rows and workspaces, and we found no price tied to ad spend.
Sources for this part were read on vendor pages on 4 November 2026.
Semrush vs WordStream and Moz for keyword research
Semrush goes deepest, and WordStream’s tool is quickest. WordStream no longer sells keyword software that we could find, so the real choice is a free list or a paid research plan.
Google Keyword Planner
Free
Needs a Google Ads account with billing information
WordStream Free Keyword Tool
Free
First 25 keywords, and the full list by email. No paid plan found
Semrush
Free and paid
Free plan with 10 reports a day. A paid SEO plan for more
Moz
Free and paid
A free account has limited access to Keyword Explorer. Paid plans for more
Keyword table, with the vendor page behind every row
| Tool | Free | Paid | What you get |
|---|---|---|---|
| Google Keyword Planner | Free. Needs a Google Ads account with billing information | None | Monthly search estimates and suggested bids |
| WordStream Free Keyword Tool | Free. Shows the first 25 keywords, and emails the full list as a CSV file | None found | Keywords with competition and bid ranges. Run it unlimited times |
| Semrush | Free plan, $0, 10 reports a day. No credit card | SEO plan, $139 a month, or $117.33 a month billed annually. Check keyword limits in your trial | Keyword ideas from a topic or competitor, and rival ad strategies |
| Moz | A free account gives limited access to Keyword Explorer | From $49 a month for one website. Standard $79 a month paid yearly | Keyword Explorer, with over 1.25 billion keyword suggestions |
Reporting tools compared: one report across your ad tools
Ad tools edit accounts. A reporting tool pulls the numbers from every platform into one place, and sends them to your warehouse, BI tool or sheet.
Your ad platforms
- Google Ads
Meta
Microsoft
LinkedIn- Amazon
One reporting tool
Improvado
Supermetrics- Funnel
Where you read it
BigQuery
Snowflake
Tableau
Looker Studio
Sheets
Agency reports: white label and 60 client accounts
Already on Supermetrics and happy with your client reports? Stay. Improvado is worth a look when client data must land in one model or in your own warehouse.
Already on Supermetrics and happy with your client reports
Stay
Client data must land in one model or in your own warehouse
Look at Improvado
Getting data out of the ad tools
Of the five ad tools, we found no direct warehouse load. Optmyzr lists a custom API on request, Semrush sells API access, and Opteo’s API is invite only. Your ad platforms stay the source either way.
A weekly report from four ad platforms into Sheets or Looker Studio: Supermetrics Growth covers 7 sources at 7 accounts each, from EUR 159 a month billed yearly.
To make the case to your manager: take hours a week on the report, times 52, times your hourly cost. Compare that with the yearly list price above.
Optmyzr
Custom API on request
Semrush
Sells API access
Opteo
API is invite only
Supermetrics Growth
7 sources at 7 accounts each, from EUR 159 a month billed yearly
Improvado reads 1,400+ data sources. The same mark rule applies: a feature on a higher plan only is Partial. Improvado publishes this page and is in this table, so check each mark on the linked page.
Supermetrics and Funnel say Amazon’s policy limits where Amazon data can go. We found no such note from Improvado, so ask before you plan a report in Sheets.
| Tool | Under your logo | What covers 60 accounts |
|---|---|---|
| Adalysis | White-label branding on its reporting | Unlimited accounts on every plan |
| Optmyzr | White labeled reports are listed | Essentials stops at 25. Premium lists unlimited ad accounts, with a fair-use note |
| Opteo | Your branding and colours on Google Ads reports, plan not stated | Agency, $499 a month, 75 accounts |
| Semrush | Pro report add-on, $20 a month per report | None found |
| Supermetrics | Client logo and color themes | Growth covers 7 accounts per source, so ask for an Enterprise quote |
| Funnel | Portals on Agency Advanced, from EUR 560 a month billed annually | Counts flexpoints, so ask for a quote |
| Improvado | A blog lists white label, plan not stated | Sized by rows and workspaces, and the pricing page does not map them to accounts. Not published |
| Tool | Ways out we found | Who owns it, in its words |
|---|---|---|
| Optmyzr | Google Sheets integration, and custom API on request at Enterprise | “Optmyzr does not own any Customer Content” |
| Adalysis | An MCP server but no direct API access | “This data belongs to you” |
| Opteo | An API that is currently invite only | None found on the pages read |
| Semrush | API on paid plans | None found on the pages read |
| PPC.io | None found on the pages read | None found on the pages read |
| Reporting tools | ||
| Improvado | All destinations from Starter, including warehouses and BI tools | We found no ownership line. Its trust page says “you decide what personal data goes in” |
| Supermetrics | Warehouses on Enterprise. Sheets, Excel and Looker Studio below that | Data sits in your own warehouse |
| Funnel | BigQuery above Starter, Snowflake on Enterprise | Stores data internally first |
Already have a warehouse and an ETL?
Keep it if these four answers suit you. How many ad platforms do you maintain? Who fixes a connector when an API changes? Who maps naming and currency across markets? Who owns the schema when a field moves? If the answer is one busy person, compare the rows above.
Which one fits
Funnel Starter is from EUR 280 a month, and flexpoints decide if four platforms fit. Improvado Starter is from $20,000 a year, and it is more than this job needs unless the data must also land in a warehouse.
- Supermetrics is the better pick for a low entry price. Its Starter plan is the cheapest of the three, and its agency page offers client-branded reports on a schedule.
- Funnel is the better pick for many users. Its pricing page lists unlimited users on every plan.
- Improvado fits when the data has to land in one model. Its Starter plan includes all connectors and destinations, and it says it manages the data for you. It costs far more to start.
- Sizing several brands? Improvado’s plans are set by unique rows and workspaces: Starter 1 workspace, Growth up to 10, Enterprise unlimited. The pricing page does not define a row, so ask for an estimate on your platforms.
- Need one return number for finance? All three connect Shopify and GA4, but we found no page that explains how spend and revenue are joined. Ask to see it on your own data.
- Do you need both kinds of tool? They do different jobs, so a team can run an ad tool inside the accounts and a reporting tool across them.
- On one or two platforms? You may not need a reporting tool yet. Your own pipeline can work, but it has to keep up with every ad platform’s API changes. An API change is what Optmyzr’s post gave as the date Advisor access would end.
The path above is an example. Improvado calls its model the Marketing Common Data Model. Its blog gives one example: “Cost” from Google Ads and “Amount Spent” from Meta land in one ad_spend column. We found no public list of every field.
“Improvado saves about 90 hours per week and allows us to focus on data analysis rather than routine data aggregation, normalization, and formatting.”
ASUS customer story on improvado.io
The illy story lists an estimated 18% cost saving and 80-100 hours a week. These are large teams, and a smaller one should test its own case.
Three or more ad platforms? Bring your platform list, with or without a report. An Improvado expert shows what connects and how the report would look.
No email needed for either list. The expert page also offers a free live look.
The 5 WordStream alternatives and 3 reporting tools, compared
Each card has four facts, in the vendor’s own words, with its page and the date read (4 November 2026). No card carries a grade.
Marketing services and free tools
WordStream: services and free tools
Fits a small business or agency that wants a team to run its marketing, and a free grader on the side.
Starts at Not listed
Show the four facts
All four facts.
Best for
Businesses and agencies that want a service LocaliQ says it is the complete solution for connecting businesses to customers, wherever they are. LocaliQ home page.
Starts at
Not listed We found no price and no plan. The Marketing Services page asks visitors to book a free consultation. Marketing Services page.
AI can
None found on the pages read Its Social Ads service shifts spend between channels. We found no AI named there. Marketing Services page.
Audit reports
None found on the pages read LocaliQ’s blog list names a SOC 2 Type II article, but its link now opens a security page with no audit report on it. security page.
Ad management software
Optmyzr: rules, audits, five platforms
Fits a paid media team that wants rules, audits and reports across Google, Microsoft, Meta, LinkedIn and Amazon.
Starts at From $209 a month, billed annually
Fix Google AdsAll four platformsClient reportsAI assistant
Show the four facts
All four facts.
Best for
Paid media and digital marketing teams Optmyzr says these teams use it to make PPC management easier. home page.
Starts at
From $209 a month, billed annually Essentials, for up to 25 accounts. The page prices by ad spend and lists a 14-day free trial. pricing page.
AI can
Yes, after you approve Its MCP stages fixes in a preview card, and nothing reaches your account until you confirm. MCP page.
Audit reports
None found on the pages read We found no security audit report on its home, pricing, MCP and reporting pages. home page.
Ad management software
Adalysis: audits and automation
Fits a PPC team on Google Ads and Microsoft Ads that wants one flat plan with every feature.
Starts at From $149 a month
Show the four facts
All four facts.
Best for
PPC teams on Google Ads and Microsoft Ads Adalysis says it audits, monitors, optimizes, and automates your Google Ads and Microsoft Ads campaigns. home page.
Starts at
From $149 a month Its AI page gives this starting price. Its pricing page steps the price up with your maximum monthly ad spend, with unlimited accounts. AI page.
AI can
Suggests only It connects Claude, ChatGPT and other AI assistants to live Google Ads data, and suggests ad groups, keywords and copy with generative AI. MCP page.
Audit reports
None found on the pages read We found no security audit report on its home, pricing, automation and budget pages. home page.
Google Ads management software
Opteo: Google Ads, clear price
Fits a Google Ads manager who wants a list of recommended fixes, bid tools and an AI assistant that asks before it edits.
Starts at From $129 a month
Show the four facts
All four facts.
Best for
Google Ads managers Opteo calls itself a complete toolkit for Google Ads managers. home page.
Starts at
From $129 a month Basic plan: 10 accounts and up to $25,000 of ad spend a month. pricing page.
AI can
Yes, after you approve Its MCP lets an AI assistant take actions in Opteo for you, and the assistant asks you to confirm before it runs anything that changes your account. MCP guide.
Audit reports
None found on the pages read We found no security audit report on its home, pricing and feature pages. home page.
Landing page tool and ad agency
PPC.io: landing pages and agency
Fits a brand that wants a better landing page behind its ads. It also sells a team that runs Google Ads and Meta ads.
Starts at Page tool free, service $3,000 a month
Show the four facts
All four facts.
Best for
Brands and agencies running Google Ads PPC.io calls itself the AI company for PPC marketing, with software and services. home page.
Starts at
Page tool free, service $3,000 a month Postclick, its landing page tool, is $0 with 18 credits, then Starter at $40 a month. Its done-for-you ad service is $3,000 a month, flat. pricing page.
AI can
No account edit tool found Postclick audits and builds landing pages, also through an AI assistant. Its Google Ads agents are marked Coming soon, with “You approve every change”. Agents page.
Audit reports
None found on the pages read We found no SOC 2, ISO 27001 or HIPAA text on its home, pricing or security pages. security page.
Competitor and keyword research
Semrush: ad toolkit and keyword research
Fits a marketer who wants rival ad strategies, keywords and Google and Meta campaigns in one toolkit.
Starts at From $99 a month
Show the four facts
All four facts.
Best for
Marketers researching rival ads Semrush offers competitive research, campaign planning, and Google and Meta ad execution in one toolkit. Advertising page.
Starts at
From $99 a month Advertising Base plan, billed annually. A 7-day free trial is listed. pricing page.
AI can
Yes, after you approve Under Optimize with AI it offers tailored recommendations to edit your campaigns in one click, and its Ads AI Agent answers questions about ad performance. Advertising page.
Audit reports
None found on the pages read Its security page says its products adhere to the EU data protection law (GDPR). We found no audit report named. security page.
Marketing data platform
Improvado: reports across every ad tool
Fits a team that wants one report across every ad platform, and an AI Agent that drafts moves for approval.
Starts at From $20,000 a year
Show the four facts
All four facts.
Best for
Marketing teams Improvado says its AI Agent helps marketers uncover insights and make data-driven decisions. AI Agent page.
Starts at
From $20,000 a year Starter is from $20,000 a year, Growth from $41,700 a year, Enterprise by quote. MCP Only is a separate plan at $100 a month. pricing page.
AI can
Yes, after you approve Its AI agents page says agents can pause a campaign, adjust a budget or fix a name, with an explicit confirmation before each change. home page.
Audit reports
SOC 2 Type II Examined by BARR Advisory, per its trust page. trust page.
Moves data into sheets and BI
Supermetrics: pulls ad data into sheets
Fits an agency or brand that wants ad data in sheets and BI tools at a low entry price.
Starts at From EUR 39 a month
Show the four facts
All four facts.
Best for
Agencies and brands Supermetrics helps agencies and brands connect, manage, analyze and activate their marketing data. home page.
Starts at
From EUR 39 a month Starter, billed yearly. It is EUR 49 a month billed monthly. pricing page.
AI can
Yes Moves spend, pauses campaigns and launches campaigns from an AI chat. home page.
Audit reports
ISO 27001 and SOC 2 Type 2 Annual SOC 2 Type 2 audits, and ISO 27001 certified, per its security page. security page.
Marketing data platform
Funnel: a marketing data hub
Fits a marketing or data team that wants to collect, clean and send marketing data on to other tools.
Starts at From EUR 280 a month
Show the four facts
All four facts.
Best for
Marketers, data teams and agencies Funnel says it helps them collect, clean and activate marketing data. home page.
Starts at
From EUR 280 a month Starter, billed annually. Business starts at EUR 560. Prices can differ by region. pricing page.
AI can
Data work only Funnel AI answers questions and builds reporting on your data, and Funnel MCP lets other AI tools query it. pricing page.
Audit reports
SOC 2 Type 2 and ISO 27001 A SOC 2 Type 2 attestation, and a security program certified to ISO 27001, per its security overview. security overview.
An audit report here means a SOC (System and Organization Controls) 2 or ISO (International Organization for Standardization) 27001 report, which is an outside security audit, or HIPAA (Health Insurance Portability and Accountability Act) compliance, the US health data law. The marks live in the matrix.
Reporting tools that read ad data from all of these platforms
Sources for this part were read on vendor pages on 4 November 2026.
How the tools were compared
Marks per tool, out of 15 features
- WordStream1 Yes, 3 Partial, 11 Not verified
- Optmyzr13 Yes, 1 Partial, 1 Not verified
- Adalysis8 Yes, 1 Partial, 4 Not verified, 2 No
- Opteo8 Yes, 0 Partial, 7 Not verified
- PPC.io4 Yes, 7 Partial, 2 Not verified, 2 No
- Semrush5 Yes, 2 Partial, 8 Not verified
| Tool | Feature | Mark | Vendor words | Source |
|---|---|---|---|---|
| WordStream (LocaliQ) | Account audits | Partial | “Get an instant audit of your account with the Free Google Ads Performance Grader.” A free one-off grader, not an audit inside a paid tool. | www.wordstream.com |
| WordStream (LocaliQ) | Meta ads | Partial | “Facebook Ads Performance Grader” Listed as a free grader. No Meta account tool is described. | www.wordstream.com |
| WordStream (LocaliQ) | Keyword and competitor research | Partial | “Keyword research can be a slog, but our free tool makes it a cinch to find the keywords your business needs to drive traffic through SEO and PPC.” A free tool, not part of a paid plan. | www.wordstream.com |
| WordStream (LocaliQ) | A team runs your ads | Yes | “Make the most of your budget and drive more leads with innovative automation to optimize your ads on Google and other search engines.” Sold as a service through LocaliQ. No price found. | www.wordstream.com/marketing-services |
| WordStream (LocaliQ) | Not confirmed on the pages read (11): Rules that change the account, Budget alerts, Bid management, AI edits the account, Microsoft Advertising, Amazon Ads, LinkedIn Ads, Scheduled client reports, AI assistant or MCP, Free trial or free plan, Landing page builder. Each scores 0. | |||
| Optmyzr | Account audits | Yes | “Audit any PPC account in minutes. Detect structural issues, flag underperforming elements, and apply impactful fixes across search, display, and more.” | www.optmyzr.com/solutions/ppc-audits |
| Optmyzr | Rules that change the account | Yes | “if a campaign’s cost per conversion is rising while KPIs lag, set rules to automatically reduce the budget.” Its Rule Engine page also says to put bid management on autopilot. | www.optmyzr.com/solutions/rule-engine |
| Optmyzr | Budget alerts | Yes | “Keep tabs on your spending across multiple platforms and get notified over Email, Slack, or Microsoft Teams when budgets exceed or underspend.” | www.optmyzr.com/solutions/budget-management |
| Optmyzr | Bid management | Yes | “Yes, Optmyzr supports both manual and automated bidding.” | www.optmyzr.com/solutions/budget-management |
| Optmyzr | AI edits the account | Yes | “Ask it to fix what it finds and it stages the new keywords in a preview card. You can review, edit, or remove any row before you click Apply. Nothing reaches your account until you confirm it.” You approve each change. | www.optmyzr.com/solutions/optmyzr-mcp |
| Optmyzr | Microsoft Advertising | Yes | “It allows advertisers to design, test, and automate custom optimization strategies across Google Ads, Microsoft Ads, and Amazon Ads , at scale, with full control.” | www.optmyzr.com/ai-info-page |
| Optmyzr | Meta ads | Yes | “The complete toolkit for social media advertising on Facebook/Meta, Instagram, and LinkedIn.” | www.optmyzr.com |
| Optmyzr | Amazon Ads | Yes | “It allows advertisers to design, test, and automate custom optimization strategies across Google Ads, Microsoft Ads, and Amazon Ads , at scale, with full control.” | www.optmyzr.com/ai-info-page |
| Optmyzr | LinkedIn Ads | Yes | “Meta & LinkedIn ad tools included (full portfolio-level access)” | www.optmyzr.com/pricing |
| Optmyzr | Scheduled client reports | Yes | “Save hours by re-using templates and scheduling reports for automatic delivery.” | www.optmyzr.com/solutions/reporting |
| Optmyzr | AI assistant or MCP | Yes | “Ask about any account and the MCP pulls live data from Optmyzr at every level: account, campaign, ad group, ad, keyword, and search term. It compares time periods and explains what shifted.” | www.optmyzr.com/solutions/optmyzr-mcp |
| Optmyzr | Keyword and competitor research | Partial | “See which domains are bidding against you, then drill into a single competitor to get the exact keywords, ad groups, and campaigns you overlap on.” Shows keyword and campaign overlap with rivals, not their ads. | www.optmyzr.com/solutions/optmyzr-mcp |
| Optmyzr | Free trial or free plan | Yes | “Start your 14-day free trial today. No credit card required.” | www.optmyzr.com/pricing |
| Optmyzr | A team runs your ads | Yes | “End-to-end Google Ads management under your banner” Sold to agencies only, under their brand. | www.optmyzr.com/services/white-label-ppc |
| Optmyzr | Not confirmed on the pages read (1): Landing page builder. Each scores 0. | |||
| Adalysis | Account audits | Yes | “Audit your accounts in minutes with 100+ prebuilt checks” | adalysis.com |
| Adalysis | Rules that change the account | Yes | “Pause and restart campaigns automatically” | adalysis.com/automation |
| Adalysis | Budget alerts | Yes | “Get alerts when budgets over- or underspend with optional auto pause” | adalysis.com/budget-management-solution |
| Adalysis | Bid management | Yes | “Simple in theory, time-consuming in practice. Let Adalysis help with smart bid automation.” | adalysis.com |
| Adalysis | AI edits the account | Partial | “Adalysis suggests ad groups, keywords, and copy, based on generative AI.” It suggests. Its AI page also says it is not a fully autonomous AI agent that manages campaigns without human review. | adalysis.com/automation |
| Adalysis | Microsoft Advertising | Yes | “Unlimited Microsoft Ads accounts” | adalysis.com/pricing |
| Adalysis | Meta ads | No | “A Meta Ads management tool” Listed under What Adalysis is not. | adalysis.com/ai-instructions |
| Adalysis | Amazon Ads | No | “An Amazon Ads platform” Listed under What Adalysis is not. | adalysis.com/ai-instructions |
| Adalysis | Scheduled client reports | Yes | “Adalysis gives you the PPC reporting tools you need: scheduled reports, visualizations, and AI summaries” The same page lists White labeling to add your own branding. | adalysis.com/ppc-reporting-solution |
| Adalysis | AI assistant or MCP | Yes | “Connect Claude, ChatGPT, and other AI assistants to live Google Ads data supported with Adalysis insights.” | adalysis.com/google-ads-mcp |
| Adalysis | Free trial or free plan | Yes | “Start 30-day free trial” | adalysis.com |
| Adalysis | Not confirmed on the pages read (4): LinkedIn Ads, Keyword and competitor research, A team runs your ads, Landing page builder. Each scores 0. | |||
| Opteo | Account audits | Yes | “Opteo checks for common errors, from spelling mistakes to keyword conflicts, and recommends fixes whenever something comes up.” | opteo.com/features/improvements/detect-errors |
| Opteo | Budget alerts | Yes | “It couldn't be more simple. Set a budget and specify your preferences, Opteo will set up budget alerts, spend tracking, and more.” | opteo.com/features/performance/manage-budgets |
| Opteo | Bid management | Yes | “Make data-driven bid adjustments that boost performance and reduce wasted spend. Adjust location bids, demographic bids, schedule bids, budget caps, below first page bids, and more.” | opteo.com/features/improvements/optimise-bids |
| Opteo | AI edits the account | Yes | “Your assistant asks you to confirm before it runs anything that changes your account, so nothing is pushed without your say-so.” You approve each change. | opteo.com/docs/en/articles/15564041-opteo-mcp |
| Opteo | Microsoft Advertising | Yes | “Disable Search Partners on Microsoft Ads” Named in its Improvements docs. Its pricing and home pages do not mention it. | opteo.com/docs/en/collections/110203-improvements |
| Opteo | Scheduled client reports | Yes | “Opteo lets you create custom Google Ads reports with your branding and colours.” Its reports page adds scheduled generation. The plan is not stated. | opteo.com |
| Opteo | AI assistant or MCP | Yes | “The Opteo MCP server lets AI assistants like Claude and ChatGPT connect straight to your Opteo account, so they can read your connected ad account data and take actions in Opteo for you, all from an ordinary chat.” | opteo.com/docs/en/articles/15564041-opteo-mcp |
| Opteo | Free trial or free plan | Yes | “Start Free 14 Day Trial” | opteo.com |
| Opteo | Not confirmed on the pages read (7): Rules that change the account, Meta ads, Amazon Ads, LinkedIn Ads, Keyword and competitor research, A team runs your ads, Landing page builder. Each scores 0. | |||
| PPC.io | Account audits | Partial | “Free Google Ads audit with Stewart” A free audit, plus standalone scripts. Its weekly audit agent is marked Coming soon. | ppc.io/google-ads-audit |
| PPC.io | Rules that change the account | Partial | “Automatically finds wasteful search terms and adds them as negatives based on your performance thresholds.” A free standalone script. Its app says nothing changes on its own. | ppc.io/free-tools |
| PPC.io | Budget alerts | Partial | “Monitors budget pacing across all campaigns and alerts when over or underspending.” A free standalone script. | ppc.io/free-tools |
| PPC.io | Bid management | Partial | “Every sale goes back to Google Ads, so it bids for buyers.” Part of its service. Its page says Postclick does not change bids. | ppc.io |
| PPC.io | AI edits the account | No | “PPC.io Agents Coming soon” Its Agents page marks the ad account agents Coming soon. | ppc.io/agents |
| PPC.io | Meta ads | Yes | “My team runs your Google Ads and Meta, then builds everything after the click” Offered as a service. | ppc.io/services/brands |
| PPC.io | LinkedIn Ads | No | “LinkedIn Ads Later” Listed as a later step on its Agents page. | ppc.io/agents |
| PPC.io | Scheduled client reports | Yes | “Client reports Under your logo, from live data” Part of its agency service. | ppc.io/services/agencies |
| PPC.io | AI assistant or MCP | Partial | “A Claude Code workspace connected to his Google Ads manager account” Built as a service for an agency. Its Postclick assistant works on landing pages. | ppc.io/services/agencies |
| PPC.io | Keyword and competitor research | Partial | “returns scored keyword suggestions with match type and reasoning” A free standalone script. Its Keyword Research Agent is marked Coming soon. | ppc.io/free-tools |
| PPC.io | Free trial or free plan | Partial | “Free 18 credits. No card needed.” The free plan is for its landing page tool, not for ad management. | ppc.io/postclick |
| PPC.io | A team runs your ads | Yes | “We run your ads, landing pages, tracking and reports.” | ppc.io |
| PPC.io | Landing page builder | Yes | “Audits the page behind your ad, then builds a better one.” Postclick is its landing page product. | ppc.io |
| PPC.io | Not confirmed on the pages read (2): Microsoft Advertising, Amazon Ads. Each scores 0. | |||
| Semrush | Bid management | Partial | “Edit campaigns, set goals, choose a bid strategy or adjust the budget.” You set the bid strategy by hand. No automated bid tool is described. | www.semrush.com/advertising |
| Semrush | AI edits the account | Yes | “Get tailored recommendations to edit your campaigns in one click.” Listed under Optimize with AI. You approve each one. | www.semrush.com/advertising |
| Semrush | Meta ads | Yes | “Google + Meta ad execution” | www.semrush.com/advertising |
| Semrush | Scheduled client reports | Partial | “Monthly/Weekly/Daily scheduling” A paid add-on, Base Report. White label is in the Pro Report add-on. | www.semrush.com/pricing/advertising |
| Semrush | AI assistant or MCP | Yes | “Ask questions about your ad performance to spot bottlenecks and opportunities.” Its Ads AI Agent. | www.semrush.com/advertising |
| Semrush | Keyword and competitor research | Yes | “Uncover competitors' ad strategies, budgets, and top keywords.” Its Advertising plans also list Competitor keyword analysis and Ad Copies research. | www.semrush.com/advertising |
| Semrush | Free trial or free plan | Yes | “Try Semrush free for seven days. Cancel anytime.” | www.semrush.com/pricing/advertising |
| Semrush | Not confirmed on the pages read (8): Account audits, Rules that change the account, Budget alerts, Microsoft Advertising, Amazon Ads, LinkedIn Ads, A team runs your ads, Landing page builder. Each scores 0. | |||
- Sources. Each vendor’s own pages, plus one SEC filing and Optmyzr’s 2022 post for the Advisor history. We read no user reviews and ran no trials.
- Not covered. Enterprise cross-channel bid and budget platforms. This page compares the tools WordStream searchers usually weigh.
- Which tools. The five alternatives are the tools a WordStream buyer weighs: three you run yourself (Optmyzr, Adalysis, Opteo), one for rival research (Semrush) and one for landing pages and an agency (PPC.io). Reporting tools are listed apart because they mainly read ad data from many platforms. Some now offer AI actions, shown on their cards.
- Marks. Yes, Partial, No or Not verified, with the rule printed above the matrix. Each mark links the vendor page and quotes it. We could not confirm 33 of the 90 marks on a vendor page. A mark we could not confirm scores 0, so a count can understate a tool. Check the vendor’s page before you rule one out.
- Cards and prices. Four facts per vendor, in its own words, with no grade. A price is the vendor’s list price on the day read.
- Who publishes this. Improvado publishes this page. It is not in the matrix, and its reporting card follows the same four facts.
Sources for this part were read on vendor pages on 4 November 2026.
FAQ
For a tool you run yourself, Optmyzr, Adalysis and Opteo are the closest, and the job picker ranks them by what you need. Optmyzr is confirmed Yes on 13 of 15 features, Adalysis on 8 and Opteo on 8. Semrush covers rival ad research, and PPC.io sells landing pages and an agency service. The tool cards give four facts for each.
WordStream’s site is live, with free tools, a blog and a free consultation for LocaliQ marketing services. We found no software plan or price there. WordStream Advisor was reported closing in 2022.
Optmyzr wrote on 13 January 2022 that WordStream would sunset it, and that subscribers would lose access once the AdWords API was deprecated in April 2022. We found no notice on WordStream’s own pages today.
WordStream’s About LocaliQ page says WordStream is now WordStream by LocaliQ, part of the USA TODAY NETWORK. Gannett closed its purchase of WordStream in July 2018, and both sites now carry a USA TODAY Co footer.
We found no price on the WordStream pages read. The Marketing Services page asks visitors to book a free consultation. The alternatives list prices in the pricing table.
Semrush has a free plan with 10 reports a day. PPC.io’s Postclick has a free plan for landing pages. WordStream’s own Google Ads Grader, Facebook Ads Grader and keyword tool are free. For ad account work, Optmyzr and Opteo list 14-day trials and Adalysis lists 30 days.
Among tools that audit and fix an ad account, Opteo Basic is $129 a month and Adalysis starts at $149 a month. Semrush’s Advertising toolkit is $99 a month, billed annually, and it is built for research and campaigns. Compare the matrix before price.
They sell different things. WordStream offers marketing services and free tools, and we found no price. Optmyzr sells software you run for Google, Microsoft, Meta, LinkedIn and Amazon, with a 14-day free trial (pricing page).
Semrush goes further, with a free plan and paid SEO plans. WordStream’s free tool is quicker for one list. The keyword table compares both, with Moz.
WordStream’s keyword tool is free and shows the first 25 keywords. Moz’s Keyword Explorer has over 1.25 billion keyword suggestions, with limited free access and paid plans from $49 a month for one website.
Yes. Its free Facebook Ads Grader is designed for small businesses and agencies. It is a grader, and it does not run your ads.
Optmyzr lists all four, plus Google Ads. Adalysis supports Google Ads and Microsoft Ads, and says it is not a Meta Ads or Amazon Ads tool. Semrush lists Meta, and PPC.io runs Meta as a service. Opteo’s docs name Google Ads and Microsoft Ads.
Optmyzr, Adalysis, Opteo and Semrush are marked Yes for asking about your ad data. Optmyzr and Opteo say the assistant asks you to confirm before it changes your account. PPC.io’s Postclick assistant works on landing pages.
Its pricing page lists Postclick, a landing page tool with a free plan, and a flat-fee service. Its Google Ads agents are marked Coming soon. It fits if you want a better page behind your ads, or a team to run them.
If spend sits on three or more platforms and you build the report by hand, a reporting tool usually earns its place. The reporting table compares three. A team on one or two platforms can often skip it.
Sources and detail
Every source behind this page, grouped by the section it supports.
8 sources across 6 sections
- help.optmyzr.com
- optmyzr.com
- opteo.com
- adalysis.com
- wordstream.com
What happened to WordStream Advisor
Closest to the old weekly routine
Gannett’s release called the 20-Minute Work Week a customized workflow that guides marketers through steps. These are the nearest things we found. None of the pages shows the same step order, so judge it on one real week.
| Tool | What its page says | Works with | Trial |
|---|---|---|---|
| Optmyzr | Express is designed to work as a to-do list, and you can approve or veto any changes. Optmyzr’s post names it as the match for the 20-Minute Work Week. Its pricing page does not say which plan has Express. | Google, Amazon, Microsoft, Yahoo Japan, Meta and LinkedIn | 14 days |
| Opteo | Improvements are smart recommendations you can push live to Google Ads in seconds. | Google Ads and Microsoft Ads | 14 days |
| Adalysis | Audits with 100+ prebuilt checks, and weekly summaries on its plans. | Google Ads and Microsoft Ads | 30 days |
Your next step: start a free trial on one real account, and run a week of changes. Optmyzr, 14 days, Opteo, 14 days or Adalysis, 30 days.
If you still pay LocaliQ, ask these in writing
- What is my price, and what does it cover? We found no price on the pages read.
- Which ad platforms do you run for me? We found graders for Google and Facebook only.
- What is my contract term? We could not read current terms.
Stay where you are if
- You want someone else to run your ads. A software tool still needs a person to review its changes each week.
- You only need a quick keyword list or a one-off account check. WordStream’s free tools cover that.
What carries over if you move
If the Google Ads account is in your name, your campaigns stay there and a new tool connects to it. Check who owns the account before you leave LocaliQ. We could not confirm what happens to reports or history held by WordStream or LocaliQ, so ask before you cancel.
Sources for this part were read on vendor pages on 4 November 2026.
What WordStream offers today and who it fits
Where WordStream is the better pick
- A free first look at an account. The free Google Ads Grader scores an account in nine key areas, with no plan to buy first (home page).
- Someone else does the marketing work. Its Marketing Services page lists search, display, video and social ads as services. Of the five alternatives, PPC.io is the one we found selling to run ads for advertisers directly, and Optmyzr’s service is white-label for agencies (Marketing Services page).
- Free benchmarks. Its Google Ads guide offers “search advertising benchmarks from over 13,000 campaigns across 23 industries”, and it has a free keyword tool (home page).
Sources for this part were read on vendor pages on 4 November 2026.
WordStream vs the alternatives: fifteen features side by side
Part of it, an add-on, a free standalone tool or a beta only is Partial. This matrix scores ad account work, not keyword research. For keywords, see the keyword table. The top three counts are Optmyzr 13, Adalysis 8 and Opteo 8 Yes marks of 15. WordStream has 1 Yes and 3 Partial. We confirmed 57 of the 90 marks, and a Not verified mark scores 0 although the tool may offer the feature. Every mark links its vendor page.
Sources for this part were read on vendor pages on 4 November 2026.
Semrush vs WordStream and Moz for keyword research
Prices. Moz’s pricing page does not state its trial length.
- Keyword Planner covers paid keywords: search estimates and bids, free with your Google Ads account.
- Keep Semrush if you want keyword ideas plus rival research each week.
- Skip WordStream’s free tool if you have both. Use it when you need one quick list.
- Add an ad tool only when you want rules or bid changes inside the account. Semrush sells a separate Advertising toolkit for that. See the matrix.
Your next step: in your Semrush trial, run one seed keyword, then run it in Keyword Planner, and compare the lists.
Running SEO and paid alone? You do not need a reporting tool for two sources. If GA4, Google Ads and more end up in one report, check the data source list.
Sources for this part were read on vendor pages on 4 November 2026.
