TPE #122: The 2025 PPC Expert Tool Stack (20+ free & paid tools)

Read time: 3 minutes

GM, Miles here with The PPC Edge!

People often ask us about our favorite Google Ads tools.

So today, I’ll share my of PPC tools that can help you save time and increase profit.

This is by no means a complete directory, but just a collection of my favorite ones.

You might be familiar with some of them, while others might be new.

Let’s dive right in!

Quick note: some of the links are affiliate links, but not all of them. As always, we only recommend tools we actually use ourselves.

1: Account monitoring & auditing: TrueClicks.

TrueClicks helps you stay on top of your accounts with automated account audits. It's a no-brainer for agencies and freelancers with a large portfolio of clients.

The benefits of using TrueClicks:

• Automated account audits.
• Get notified when something breaks.
• Never miss an optimization opportunity again.

2: Tracking: Taggrs.

Taggrs is an undefeated tool that simplifies your (server-side) tracking setups.

The benefits of server-side tracking & Taggrs:

• Prevent data loss due to client-side issues.
• Faster load times and improved UX.
• Track more conversions.

3: Call tracking: AdCalls.

Many businesses close deals on the phone. The problem: you can’t easily track those sales. But with AdCalls you can!

4: Landing pages: Unbounce & Leadpages.

Your landing page has a massive impact on your results. Unbounce and Leadpages make it easy to create your own conversion-optimized landing pages (they also have a big library of templates to pull inspiration from).

The benefits of using Unbounce:

• Test landing pages without a developer.
• Easy to use drag & drop builder.
• For Lead Gen, Ecom and SaaS.

5: Profit tracking (POAS): ProfitMetrics.

ProfitMetrics is an absolute no-brainer for all of our ecom accounts, because it allows you to track (and steer on) actual profit.

The benefits of using ProfitMetrics:

• Track profit, not just revenue.
• Steer on POAS, not just ROAS.
• Measure more conversions with the Conversion Booster.
• ProfitMetrics also uses server-side tracking.

6: CSS, bucketing, and (AI-based) feed optimization: ProductHero.

ProductHero is another no-brainer for ecom clients.

The benefits of using ProductHero:

• CSS: get 20% off Shopping clicks (EU).
• Enable Performance-Based Bucketing with the Labelizer.
• Optimize your product feed with the Optimizer & Products AI tool.
• Scrape, compare, and benchmark product prices with Pricelizer.

7: Third-party attribution: TripleWhale & more.

Third-party attribution tools are crucial for analyzing performance across the entire marketing mix, especially for advanced advertisers with a lot of spend on various channels.

You can't solely rely on Google Ads (or any platform) data — and that’s where third-party attribution tools like TripleWhale, Rockerbox, Hyros, PolarAnalytics, and Northbeam come in.

You could use GA4 as a free alternative… But remember that you’re still relying on attribution by Google, instead of an unbiased third-party tool.

The benefits of using third-party attribution tools:

• Analyze performance across the entire marketing mix.
• Build custom attribution models for your business.
• You no longer rely on in-platform data.

8: Cookie banners: Cookiebot.

If you track users online with the proper consent/compliance, you are liable for fees. Cookiebot CMP helps you make your online (cookie) tracking compliant. We use Cookiebot for our website and it works really well.

The benefits of using Cookiebot:

• Track users with the proper consent.
• You are compliant with all the boring legal stuff (always consult with a professional).

9: Feed management: Channable.

Channable remains undefeated in the feed management world, we can’t live without it. If you have a feed, you need Channable. It's simply the best feed management + campaign automation tool in the world.

The benefits of using Channable:

• Easily manage your Shopping feed.
• Connect any source you want.
• Automate campaign creation.

10: Reduce meetings: Loom.

If there’s one thing I hate, it’s useless meetings. With Loom, we drastically reduce the amount of meetings per week.

The benefits of using Loom:

• Save time by sending clients small updates with a quick Loom video.
• Increase the frequency of checking in with your client.
• Reduce time spent on useless meetings.

11: Designing: Canva.

Canva is truly one of the best tools in the existence of the world. If you’re a design-noob like me, this tool is perfect for you.

The benefits of using Canva:

• Create anything without the need for Photoshop skills.
• Create banners/videos based on templates.

12: AI-based banner creation: Creatopy.

I wish we would’ve found a tool like Creatopy earlier in our careers.

The benefits of using Creatopy:

• Quickly and easily create banners based on templates.
• Design conversion-optimized ads without design skills.

13: Productivity: Google Ads Editor.

We looooove the Google Ads Editor. You’re probably familiar with it, but we wanted to mention it anyway.

This is one of those tools that you truly need to master to make yourself 10 times as productive.

The benefits of using Google Ads Editor:

• Speed up campaign creation.
• Save time by making bulk edits.
• Make changes in draft-mode, and publish whenever needed.

14: Focus: Brain FM.

I can’t live without Brain.fm. After a while, your brain becomes accustomed to the music and you instantly get into focus-mode by association. And the Lo-Fi beats are just amazing.

The benefits of using Brrain FM:

• Listen to music that’s designed to help you focus better.
• Choose from a wide range of genres.

15: Client onboarding: AgencyAccess & LinkMyAgency.

With AgencyAccess and LinkMyAgency, you can easily onboard clients and get access to accounts smoothly and quickly. Say goodbye to endless emails back & forth with clients asking them for access… And blow them away with a professional, branded, onboarding experience.

16: Infinite inspiration: ChatGPT & Claude.

We use ChatGPT & Claude every day to brainstorm ideas, come up with ad copy, improve landing pages, do research, etc. An absolute no-brainer for every marketer.

17: Competitor analysis: SEMRush & SpyFU.

Who doesn’t love spying on competitors for fresh insights? Our favorite tools include SEMRush, Similarweb, and SpyFu.

18: Conversion Rate Optimization: Microsoft Clarity & VWO.

CRO is one of the most underrated ways to scale hard. And tools like Microsoft Clarity (heatmaps & session recordings) and VWO (split-testing & more) make it easier for you to test things that increase your conversion rates.

19: Sync external data sources with dashboards: PowerMyAnalytics.

With PowerMyAnalytics, you can connect external data sources (like Microsoft Ads or backend data) to your dashboards (like Looker Studio).

20: Google Ads training community: The PPC Hub.

Obviously I have to plug our own PPC Hub, world’s greatest Google Ads training platform and community (I am biased, I admit that). If you want to gain total clarity on how to drive results with Google Ads, and surround yourself with nearly 2.000 of world’s greatest PPC Experts, then feel free to join us!

I am always on the lookout for new tools. What would you recommend? Feel free to let me know!

Did you know there’s a big database of PPC tools, created by Wijnand Meijer from TrueClicks?

It’s called ppc.software — check it out here (hundreds of tools).

I hope that was valuable — see you next week!

Cheers,

Miles (& Bob)