ChatGPT answers, unedited

For a 10-person performance marketing team managing hundreds of campaigns, I’d look for a tool that does more than automated bid rules. You likely need:

• Portfolio-level optimization (allocate budget/bids across campaigns toward a shared CPA, ROAS, CAC, or revenue goal)
• Cross-account visibility
• Guardrails and approvals
• Bulk actions
• Pacing + anomaly detection
• Ability to scale without one optimizer per 20–30 campaigns

My shortlist:

My recommendation by scenario

If you are mostly Google Ads (Search/Shopping/PMax)

Start with:

1. Marin — if you have significant spend and need true portfolio bidding. Marin Software
2. Optmyzr — if you want your team to retain more control and use automation rules.

If you manage Google + Meta + TikTok + LinkedIn

Look at:

• Skai for enterprise-grade operations
• Pace for agency-style portfolio management and pacing Pace Ads
• Trapica or Sami if you want more AI/autonomous optimization workflows Trapica Sami

If you are a 10-person team and want leverage without enterprise overhead

I’d probably pilot:

• Sami (automation-first, smaller team friendly) Sami
• Optmyzr (operational control)
• Pace (portfolio visibility/pacing) Pace Ads

What I would test in a 30-day pilot

Pick ~100 campaigns and compare:

• Cost per acquisition / ROAS improvement vs. your current bidding
• Hours saved per week
• Number of manual bid/budget changes eliminated
• Ability to handle exceptions (new campaigns, low-data campaigns, seasonality)
• Whether strategists trust the recommendations

A key question: Are these hundreds of campaigns mostly Google Search/PMax, paid social, or a mix of channels? The best tool changes a lot depending on that.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist tools based on whether you need true portfolio-level bidding, cross-channel optimization, or mostly search/social automation.

My top recommendation: Skai

Skai

Best fit: An agency-style or in-house team managing many accounts/campaigns across Google, Microsoft, Meta, Amazon, retail media, etc.

Why it fits:

• Portfolio optimization across campaigns with shared goals (ROAS, CPA, revenue, profit). skai.io
• Can shift budgets and bids across large campaign sets rather than forcing channel-by-channel optimization. skai.io
• Good operational layer for a 10-person team: governance, workflows, reporting, automation.
• More useful than native platform bidding when you have hundreds of campaigns and need centralized control.

I’d choose Skai if:

• You have multiple brands/clients
• You manage $500k+/month in media (rough rule of thumb)
• You need humans setting strategy while algorithms handle optimization

Best enterprise search-focused option: Google Search Ads 360

Search Ads 360

Best fit: A team heavily invested in Google Ads + Microsoft Ads search/shopping.

Strengths:

• Native portfolio bid strategies group campaigns together around shared goals. support.google.com
• Supports Target CPA, Target ROAS, budget optimization, and multi-campaign bidding. support.google.com
• Strong if your conversion data is clean and your business goals map neatly to Google’s ecosystem.

Weakness:

• Less compelling if your team needs unified optimization across paid social, retail media, and non-Google channels.

Strong alternative: Marin Software

Marin Software

Good for:

• Cross-publisher search optimization
• Predictive bidding
• Teams wanting more control than native Smart Bidding. www.marinsoftware.com

My suggested stack for a 10-person team

A few questions would change the recommendation:

1. Are these Google Ads only, or Google + Meta + TikTok + Amazon + other channels?
2. Rough monthly ad spend (e.g., $100k, $1M, $10M)?
3. Is the goal maximize ROAS/profit, hit CPA targets, or allocate budget across campaigns automatically?

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Marin first, with Skai and Google Search Ads 360 as the other serious options.

My pick: Marin

Marin is particularly well suited if you need true portfolio-level bidding across lots of campaigns/accounts, rather than simply relying on each ad platform's native Smart Bidding.

Why I’d look at it:

• Strategies span accounts and publishers. You can group campaigns around a shared business objective such as ROAS, CPA, spend, or impression share. Marin says there is no limit on the number of campaigns per strategy. www.marinsoftware.com
• It can optimize against your source-of-truth conversion data, including offline conversions and LTV-type signals, rather than being locked entirely into platform-reported conversions. www.marinsoftware.com
• It is designed for hundreds/thousands of campaigns, with centralized bulk management. www.marinsoftware.com
• You get more control than native Smart Bidding through bidding rules and dynamic actions, which is valuable when 10 people need governance over a large account structure. www.marinsoftware.com
• It supports cross-publisher management, which becomes important if your "portfolio" isn't exclusively Google.

How I'd rank the options

Skai is the one I'd put head-to-head with Marin if you're running significant paid social as well as search. Its Portfolio Optimizer can automatically shift bids/budget across campaigns and even across media platforms toward a portfolio goal. skai.io

Search Ads 360 is very strong if your portfolio is primarily Google/Microsoft. It can put campaigns across accounts and supported engines into portfolio strategies, including multiple-target ROAS portfolios. support.google.com

Optmyzr is worth evaluating if your main need is giving a 10-person team better controls around Google/Microsoft rather than replacing the bidding stack. It has portfolio monitoring, alerts, budget management and automated optimization. help.optmyzr.com

What I'd actually test

For your team, I'd run a 4–6 week controlled test where the bidder has to manage portfolios like:

100–300 campaigns → 5–20 portfolios → each portfolio has a CPA/ROAS objective → algorithm dynamically reallocates bids/spend → humans manage exceptions.

I'd specifically test incremental performance vs. native Google/Microsoft Smart Bidding, not just whether the UI saves time. The important question is whether the external bidder can exploit information across campaigns enough to produce a better portfolio-level outcome.

If you tell me (1) Google only vs. Google + Meta/Microsoft/Amazon, (2) approximate monthly spend, and (3) whether the primary KPI is CPA, ROAS, profit, or revenue, I can narrow this to one recommendation and give you a vendor-evaluation scorecard.

For a 10-person performance marketing team managing hundreds of campaigns, my first choice would be Skai.

Why Skai is a strong fit

• True portfolio-level bidding: You can group campaigns into portfolios around a shared ROAS/budget objective, and Skai automatically adjusts bids and budgets across the portfolio rather than forcing your team to optimize campaigns individually. skai.ioskai.io
• Built for scale: Skai explicitly positions its platform for large/complex paid-search programs and can manage campaigns across multiple publishers from one interface. skai.io
• Cross-channel: If your hundreds of campaigns span Google, Microsoft, paid social, retail media, etc., Skai can bring those into a common optimization/reporting layer. skai.io
• Good for a lean team: Bulk editing, automated actions, algorithmic optimization, and automated reporting are particularly useful when 10 people are responsible for a very large campaign footprint. skai.io
• More control than native Smart Bidding: Skai lets you build/customize optimization logic rather than simply handing everything to Google's bidding algorithms. skai.io

Two alternatives I'd evaluate

1. Google Search Ads 360 — best if you're predominantly Google + Microsoft paid search. Its portfolio bidding can optimize across campaigns while maintaining different targets for sub-portfolios. support.google.com

2. MarinOne — worth considering if you need cross-channel portfolio optimization, particularly Google + Microsoft. Marin's "Strategies" can contain any number of campaigns and optimize toward ROAS, CPA, spend, or combined constraints. support.marinsoftware.com

My ranking for your situation

I'd demo Skai first, especially if your portfolio spans multiple channels. If it's almost entirely Google/Microsoft search, I'd put Search Ads 360 through a bake-off against it.

One important caveat: if by "portfolio bidding" you mean hundreds of campaigns with different CPA/ROAS targets, where the system should dynamically move marginal budget between campaigns, rather than simply applying Smart Bidding to groups of campaigns, I'd specifically test each vendor's budget allocation + marginal-value optimization. That's where the platforms differ substantially. Skai, for example, explicitly describes its portfolio optimizer as optimizing the value of the next unit of spend across the portfolio. skai.ioskai.io

If you tell me which channels (Google, Meta, Microsoft, TikTok, Amazon, etc.), approximate monthly spend, and whether your goal is CPA, ROAS, or profit, I can narrow this to the best 2–3 options for your setup.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai first—especially if you need portfolio bidding across multiple ad platforms rather than just Google Ads.

My pick: Skai

Skai is purpose-built around portfolio-level optimization. You can group campaigns into portfolios, establish a common ROAS or budget goal, and have its algorithms shift bids and budgets across campaigns to optimize the portfolio rather than treating every campaign independently. skai.ioskai.io

That is particularly relevant for a 10-person team because the system can take over a lot of the repetitive bid-management work. Skai also supports automated actions, bulk editing, reporting automation, and cross-platform management. skai.io

Why I'd consider it for your setup:

• Hundreds of campaigns: designed for large portfolios rather than campaign-by-campaign optimization.
• Portfolio economics: optimizes toward the performance of the whole portfolio, allowing spend to move toward higher-return opportunities. skai.io
• Cross-channel: useful if you're managing Google + Microsoft + other paid media rather than living exclusively in Google Ads. skai.io
• Lean team: automation can replace a meaningful amount of manual bid/budget monitoring. skai.io
• More control than black-box bidding: Skai lets you configure portfolio goals and build custom optimization rules on top of its algorithmic optimization. skai.ioskai.io

The alternative I'd seriously evaluate: Search Ads 360

If most of your spend is Google Search/Shopping + Microsoft, Google Search Ads 360 may actually be the better value.

Its portfolio bid strategies can group multiple campaigns, ad groups and keywords under a shared Target CPA, Target ROAS, maximize-conversions, or other goal. More importantly, it can optimize the portfolio as a whole rather than requiring every campaign to hit the same individual target. support.google.comsupport.google.com

SA360 can also span Google Ads and Microsoft Advertising, among other supported engines. support.google.comsupport.google.com

How I'd choose

One important distinction: don't evaluate these as simply "better Smart Bidding." The interesting question for your team is whether you want an optimization layer that decides where the next dollar should go across hundreds of campaigns, rather than just what bid an individual auction should receive. Skai is particularly compelling on that dimension; its optimization explicitly models the marginal return of additional spend across the portfolio. skai.io

If you tell me (1) monthly ad spend, (2) Google/Microsoft/Meta/etc. mix, and (3) whether you're optimizing CPA, ROAS, or profit, I can narrow this down to the top 3 tools and give you a practical buy-vs-build recommendation.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai and Optmyzr, with Skai as my first choice if true portfolio-level algorithmic bidding is the core requirement.

1. Skai — best for sophisticated portfolio bidding

Skai

Skai is particularly well suited to what you described. Its Portfolio Optimization algorithm can group campaigns into portfolios around a common business objective and optimize bids and budgets across the portfolio, rather than treating campaigns independently. Skai says its system evaluates marginal ROI and can manage millions of keywords. skai.ioskai.io

Why I'd look at it first:

• Portfolio-level ROAS / performance goals
• Algorithmic bid and budget optimization
• Designed for very large campaign/keyword volumes
• Cross-publisher capabilities, including paid search and paid social
• Ability to build custom optimization algorithms if your team has proprietary rules
• Good fit if 10 people need to supervise automation rather than manually optimize hundreds of campaigns. skai.io

Tradeoff: It's an enterprise-oriented platform, so I'd expect substantially more implementation complexity and cost than a lightweight PPC management tool.

2. Optmyzr — best value/flexibility for a 10-person team

Optmyzr

I'd seriously demo Optmyzr alongside Skai. Its 2026 portfolio functionality lets you group accounts across Google, Microsoft, Amazon, Yahoo, Meta and LinkedIn, with portfolio-level rules, budget management, monitoring and optimization. help.optmyzr.com

It also specifically supports monitoring campaigns operating under portfolio bidding strategies and lets you identify campaigns materially outperforming or underperforming their portfolio. help.optmyzr.com

The big advantage for a 10-person team is automation without necessarily handing everything to a black-box bidder. You can build scheduled Rule Engine strategies and apply them across portfolios/accounts. help.optmyzr.com

My recommendation

One important distinction: if by "portfolio bidding" you mean a genuinely unified optimizer that decides where the next dollar should go across hundreds of campaigns, rather than simply bulk bid rules or Google's native portfolio strategies, I'd put Skai at the top of the evaluation list. Its optimizer explicitly models marginal return across the portfolio. skai.io

If you tell me which channels you run (Google, Meta, Microsoft, Amazon, etc.), approximate monthly spend, and whether you're optimizing to CPA, ROAS, profit, or revenue, I can narrow this to 2–3 tools and tell you which one I'd buy for your specific setup.

For a 10-person performance marketing team managing hundreds of campaigns, my first choice would be Skai.

Skai

Why Skai fits your use case

The key distinction is that you're asking for portfolio-level bidding, not just automated bid rules.

Skai lets you:

• Group campaigns into portfolios around a shared ROAS, CPA, revenue, or budget objective.
• Optimize bids and budgets holistically across the portfolio rather than treating campaigns independently.
• Optimize across millions of keywords using its Portfolio Optimization algorithms. skai.io
• Manage campaigns across multiple publishers/channels from one system.
• Create custom optimization algorithms and automated actions, which is useful when your team has proprietary bidding logic or business constraints. skai.io
• Give a relatively small team centralized controls instead of having each marketer manually manage dozens of campaigns.

For a portfolio with hundreds of campaigns, this is particularly compelling because Skai's optimization is explicitly designed around the marginal return of the next dollar of spend rather than simply asking, "What should the bid on this keyword be?" skai.ioskai.iosupport.marinsoftware.com

I'd also evaluate Marin

Marin

Marin is probably the strongest alternative. Its Strategies can contain any number of campaigns, including campaigns across multiple ad platforms, with shared ROAS/CPA/spend objectives. Its Dynamic Spend Allocation then reallocates budgets and adjusts efficiency targets based on performance. support.marinsoftware.com

I'd frame the choice as:

What about Optmyzr?

Optmyzr

I'd put Optmyzr third for this particular requirement. It's excellent for a lean PPC team—automation, rules, audits, bid/budget protections, monitoring, and one-click optimization—and supports Google and Microsoft Ads. www.optmyzr.com

But if your core problem is:

"We have hundreds of campaigns and want an algorithm to decide where the next dollar should go across the entire portfolio."

I'd lean Skai or Marin, rather than Optmyzr.

My recommendation

If you're primarily Google/Microsoft and have genuinely hundreds of campaigns → start with Skai.

If you're allocating budget across multiple channels/publishers and portfolio-level budget allocation is as important as keyword bidding → give Marin a very serious look.

One important caveat: don't assume a third-party bidder will beat Google's native Smart Bidding simply because it has a more sophisticated-sounding algorithm. The real reason I'd buy one for a 10-person team is the portfolio-level control, cross-campaign budget allocation, custom constraints, and operational leverage.

If you tell me which channels (Google, Meta, Microsoft, Amazon, etc.), approximate monthly spend, and whether you're optimizing to CPA, ROAS, revenue, or profit, I can narrow this down to the best 2–3 tools and explain what I'd actually buy.

For a 10-person performance marketing team managing hundreds of campaigns, my first tool to evaluate would be Skai.

My shortlist

Why I'd lean Skai: its Portfolio Optimization is specifically designed to optimize bids across large portfolios, using marginal ROI to decide where the next unit of spend should go. It can also shift budget between campaigns and across media platforms toward the best-performing opportunities. skai.io

That is materially different from simply putting 100 campaigns into Google's portfolio tROAS. You're essentially asking the system: "Given all these campaigns and their economics, where should the next $1 go?"

When I'd pick the others

Search Ads 360 is excellent if you're predominantly Google/Microsoft search. Its portfolio bid strategies explicitly optimize the portfolio as a whole, allowing stronger campaigns to take more spend while weaker ones get less. It can span campaigns across different client accounts. skai.iosupport.google.com

Optmyzr is particularly attractive for a 10-person team because it combines portfolio management with rules, alerts, budget pacing, cross-account reporting and AI-assisted optimization. Its current portfolio functionality supports Google, Microsoft, Amazon, Yahoo, Meta and LinkedIn, although individual portfolio views have account limits. help.optmyzr.com

One important distinction

If by "portfolio bidding" you mean:

Hundreds of campaigns have different CPA/ROAS economics, and I want an algorithm to dynamically allocate marginal spend/bids across them toward a shared business objective

I'd put Skai first.

If you mean:

We have hundreds of Google campaigns and want centralized management, automation, guardrails and Google's own ML bidding

I'd start with Search Ads 360.

If you mean:

We're a relatively small team and need to automate 80% of the tedious optimization/monitoring work without giving an opaque algorithm total control

I'd start with Optmyzr.

For a 10-person team, I'd also be wary of buying a platform solely because it says "AI bidding." The key question in a demo is whether it can optimize the marginal dollar across your actual portfolio, including different campaign types, conversion values/margins, budgets and business constraints—not merely automate bids independently inside each campaign.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai first—especially if “portfolio bidding” means optimizing bids and budgets across a large portfolio toward a shared business KPI, rather than simply assigning Google campaigns to a portfolio bid strategy.

My pick: Skai

Skai’s Portfolio Optimization is specifically designed to optimize bids across large portfolios. It uses ML to evaluate marginal returns and can automatically adjust bids toward an overall portfolio goal. It also supports shifting budget between campaigns, including across media platforms. skai.io

That makes it attractive for a 10-person team because you're not just automating campaign-level bidding—you're trying to reduce the amount of human attention required to manage hundreds of campaigns.

Why I'd look at it:

• Portfolio-level ROAS/budget goals, rather than hundreds of isolated campaign decisions. skai.io
• Automated bid + budget optimization.
• Cross-platform capabilities if you're managing Google plus other channels.
• Custom optimization algorithms if your team has proprietary bidding logic.
• Strong bulk-management and reporting capabilities, which matter when a small team owns a large campaign footprint. skai.io

The lower-cost/less-enterprise option I'd evaluate: Optmyzr

Optmyzr is probably the more interesting choice if you're a 10-person team that wants substantial automation without going all the way into an enterprise platform.

Its current Premium offering supports portfolios across Google, Microsoft, Amazon, Yahoo, Meta and LinkedIn, with portfolio-level dashboards and optimization. help.optmyzr.com It also has automated Target CPA/ROAS optimization, budget management, rules, alerts and multi-account workflows. help.optmyzr.com

One important caveat

If your hundreds of campaigns are primarily Google Search, I'd test Google's native cross-account portfolio bidding before buying either.

Google lets an MCC create portfolio strategies spanning multiple customer accounts, effectively pooling conversion data and optimizing toward a shared Target CPA, Target ROAS, Max Conversions, Max Conversion Value, etc. skai.iohelp.optmyzr.comsupport.google.com

So I'd think about it this way:

For your specific setup, my order would be: Skai → Optmyzr → native Google, unless you're almost entirely Google Ads, in which case I'd reverse the first two and benchmark Google's native bidding first.

If you tell me roughly (1) monthly ad spend, (2) Google vs Meta vs Microsoft vs Amazon split, and (3) whether the portfolio goal is ROAS, CPA, profit, or revenue, I can narrow this to the best 2–3 tools and explain what I'd actually pilot.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist three tools, with one clear first choice depending on how broad your media mix is.

My pick: Skai

Best fit if you’re managing Google + Microsoft + paid social/retail media and want true portfolio-level optimization.

Skai can group campaigns into portfolios and optimize bids and budgets against a shared ROAS or budget goal, rather than treating every campaign independently. It also supports algorithmic optimization across publishers and lets your team build custom automated optimization rules. skai.io

For a 10-person team, that's particularly attractive because you're essentially turning the platform into an optimization layer for the whole team, rather than requiring each marketer to manually tune hundreds of campaigns.

I'd choose Skai if:

• You have hundreds → thousands of campaigns
• You're running multiple ad platforms
• You want portfolio optimization across campaigns, not just native platform Smart Bidding
• Different campaigns have different performance but contribute to a common business objective
• You want automation/rules layered on top of algorithmic bidding

If you're primarily Google Ads: Google Ads cross-account portfolio bidding

You may not need a third-party platform at all.

Google now supports cross-account portfolio bid strategies at the MCC level, allowing campaigns across multiple customer accounts to participate in one Smart Bidding portfolio. Google says the system can aggregate conversion volume/value across campaigns and optimize toward an overall target. support.google.com

That's compelling if your team is predominantly Google Search/Shopping and your objective is something straightforward like tCPA or tROAS.

The downside: you're constrained by Google's bidding ecosystem. It's not the same thing as having an independent portfolio optimizer across Google, Microsoft, Meta, etc.

If you need serious cross-channel budget allocation: MarinOne

Marin is another strong candidate. Its "Strategies" can contain any number of campaigns across multiple ad platforms, with shared ROAS/CPA/spend objectives. Its dynamic allocation can move budget between campaigns while working alongside publisher-native bidding. support.marinsoftware.com

I'd look particularly closely at Marin if your problem is "Where should the next $10k go?", rather than simply "What bid should each keyword/campaign have?"

How I'd rank them

My recommendation: start with Skai if you're genuinely talking about a multi-channel performance marketing operation. If it's 90%+ Google Ads, I'd first exhaust Google's native cross-account portfolio bidding because you may be able to get most of what you need without adding another platform. skai.iosupport.google.comsupport.google.com

If you tell me (1) monthly ad spend, (2) Google vs Meta vs Microsoft vs other %, and (3) whether you're optimizing to CPA, ROAS, or profit, I can narrow this to the best 1–2 options and explain what I'd expect to pay.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai first—especially if you need bidding and budget allocation across Google Ads + Microsoft + paid social/retail media, rather than just Google.

My pick: Skai

Why it fits:

• True portfolio optimization: You can group campaigns into portfolios around a shared ROAS, CPA, or budget goal, and Skai automatically adjusts bids and budgets across the portfolio. skai.ioskai.io
• Cross-publisher optimization: It can optimize across Google and Microsoft rather than treating each ad platform as an isolated silo. Its Smart Bidding integration also adds budget/pacing optimization on top of Google's native bidding. skai.io
• Built for scale: Skai specifically supports portfolio-level optimization across very large keyword/campaign sets, and has bulk editing, automated actions, reporting automation, and custom algorithms. skai.io
• Good fit for a lean team: The point isn't just better bids; it's removing repetitive work from the 10-person team—budget reallocations, bid changes, monitoring, reporting, etc. skai.io
• More flexible than native Google bidding: Google Ads itself already has portfolio bidding, including cross-account portfolio strategies through an MCC. But those strategies are primarily useful inside Google's ecosystem. support.google.comsupport.google.com

I'd compare it against Marin

MarinOne is probably the other serious contender. Its Dynamic Spend Allocation is particularly interesting if your real problem is "which campaigns should get the next dollar?" rather than simply "what CPC should I bid?" Marin can allocate budgets across campaigns, channels and publishers based on marginal return, while coordinating with publisher Smart Bidding. www.marinsoftware.com

One important distinction: if 90%+ of your spend is Google Search/Shopping, I would not automatically buy Skai. Google's native portfolio/cross-account Smart Bidding is remarkably capable and can aggregate conversion data across campaigns/accounts. support.google.comsupport.google.com

But if your requirement is "one optimization layer that decides where the next dollar should go across hundreds of campaigns and multiple ad platforms," I'd demo Skai first, with Marin as the control.

If you tell me which channels you're running (Google/Microsoft/Meta/Amazon/etc.), approximate monthly spend, and whether the primary KPI is ROAS, CPA, or profit, I can narrow this to the best 2–3 options and give you a buy-vs-build recommendation for a 10-person team.

For a 10-person performance marketing team managing hundreds of campaigns, my first choice would be Google Search Ads 360 (SA360)—especially if you're managing Google Ads plus Microsoft Ads.

My recommendation: Search Ads 360

SA360 is unusually well suited to the problem you're describing because its portfolio bidding is designed to optimize groups of campaigns toward a shared business goal, rather than forcing your team to tune hundreds of campaigns independently. One portfolio strategy can span many campaigns, and SA360 can manage portfolios across Google Ads, Microsoft Advertising, Yahoo Japan, and Baidu. support.google.comsupport.google.com

It also has budget bid strategies, which go beyond simply adjusting keyword bids: they can automatically adjust campaign budgets, bids, and bid adjustments to optimize the overall portfolio toward a target spend and KPI. support.google.com

Google Search Ads 360

Why I'd pick it for your team:

• Hundreds of campaigns → portfolios: group campaigns by business goal, margin, geography, product line, etc.
• Portfolio-level optimization: stronger campaigns can receive more aggressive targets/spend while weaker ones are constrained, with the portfolio optimized collectively. support.google.comsupport.google.com
• Cross-account management: useful if your 10-person team manages multiple client/business-unit accounts. support.google.com
• Budget allocation + bidding: you can optimize where the money goes as well as the bids.
• Team scalability: strategists define portfolio architecture and guardrails instead of having specialists manually adjust hundreds of campaigns.

The important alternative: Optmyzr

I'd evaluate Optmyzr alongside SA360 if your team needs a broader PPC automation/operations layer rather than primarily a portfolio bidding engine.

Optmyzr is particularly good for automating repetitive account-management work, applying rules/guardrails across accounts, detecting anomalies, and making bulk changes. help.optmyzr.com

Optmyzr

How I'd choose

Google Ads itself has portfolio bidding, including Target CPA, Target ROAS, Maximize Conversions and Maximize Conversion Value, so you don't necessarily need SA360 if you're exclusively Google and your requirements are straightforward. support.google.com

Bottom line: for a 10-person team with hundreds of campaigns, I'd start with SA360 if the core problem is "how do we optimize hundreds of campaigns as a portfolio?" I'd choose Optmyzr if the bigger problem is "how do we automate all the repetitive work our team does across those hundreds of campaigns?"

If you tell me (1) Google vs. Microsoft vs. Meta mix, (2) approximate monthly spend, and (3) whether your primary KPI is CPA, ROAS, or profit, I can narrow this down to the best 2–3 platforms and explain the likely economics.

For a 10-person performance marketing team managing hundreds of campaigns, I’d look for a tool that does portfolio-level optimization, not just campaign automation. The right choice depends heavily on your channels (Google Ads, Meta, TikTok, programmatic, etc.) and whether you want the system to recommend changes or execute them.

My shortlist:

My recommendation by scenario

If you are mostly Google Ads (hundreds of campaigns, many goals):
→ Marin or Optmyzr

• Marin is closer to an enterprise portfolio bidding layer. www.marinsoftware.com
• Optmyzr is usually easier for a 10-person team to deploy quickly.

If you manage many clients/brands with different KPIs:
→ Skai
You’ll want:

• portfolio-level goals
• permissions
• audit trails
• centralized reporting
• budget governance

If you’re spending heavily across Meta + Google + TikTok:
→ Evaluate Smartly.io, Skai, or newer AI optimization platforms such as Trapica. trapica.com

If you want an AI “media buyer” layer:
→ Look at tools like Synter, which markets cross-platform bidding, budget pacing, and optimization workflows across multiple ad platforms. syntermedia.ai

What I would require before buying

For a team your size, I’d make vendors prove they can handle:

• Portfolio objectives (e.g., maximize blended ROAS across 300 campaigns)
• Cross-campaign budget shifting
• Bid optimization using first-party conversion values
• Human approval workflows
• Experiment holdouts / incrementality testing
• Slack/Jira alerts for anomalies
• Clear logs of every automated change

A practical stack I’d test:

1. Optmyzr (30-day pilot) for operational efficiency
2. Marin or Skai if spend volume justifies enterprise tooling
3. A BI layer (Looker/Tableau/Power BI) for portfolio-level decision making

If you share your monthly ad spend, channels (Google/Meta/TikTok/etc.), and whether you manage one brand or many clients, I can narrow this to 2–3 realistic options.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Optmyzr first.

Optmyzr

Why I’d pick it

Optmyzr is more than a bid-management layer: it gives a team a centralized way to manage portfolios, automate bidding/target changes, reallocate budgets, and enforce guardrails across large numbers of campaigns and accounts. Its portfolio functionality can group accounts across Google, Microsoft, Amazon, Yahoo, Meta, and LinkedIn. help.optmyzr.comwww.optmyzr.com

For your use case, the particularly relevant pieces are:

• Portfolio-level optimization: manage related campaigns/accounts as a portfolio rather than having each marketer optimize campaigns independently. help.optmyzr.com
• Automated tCPA/tROAS optimization: Optmyzr can adjust bidding targets based on performance rather than relying solely on the ad platform's native Smart Bidding. help.optmyzr.comwww.optmyzr.com
• Budget reallocation: automatically identify where money should move and manage pacing across campaigns and platforms. help.optmyzr.comwww.optmyzr.com
• Rules + guardrails: useful for a 10-person team because you can standardize optimization logic instead of relying on individual buyers' judgment. www.optmyzr.com
• Multi-account management: particularly attractive if "hundreds of campaigns" spans multiple client/business accounts. help.optmyzr.comwww.optmyzr.com

The important alternative: Search Ads 360

If you're almost entirely Google/Microsoft search and your primary requirement is sophisticated portfolio bidding, I'd seriously evaluate Search Ads 360.

SA360 has native portfolio bid strategies that explicitly optimize multiple campaigns toward a shared target, including tCPA, tROAS, maximize conversions/value, and budget bid strategies. It can also optimize portfolios across Google Ads, Microsoft Advertising, Yahoo Japan and Baidu. support.google.com

The distinction I'd make:

My recommendation: start with Optmyzr if your 10-person team needs an operating system for portfolio optimization. Start with SA360 if the problem is specifically “we have hundreds of Google/Microsoft search campaigns and need the best possible shared bid strategy.”

One caveat: if by "portfolio bidding" you mean one optimizer that dynamically shifts budget and bids across hundreds of campaigns based on a common business-level objective—rather than simply putting campaigns into Google/Microsoft's native portfolio strategies—that distinction matters a lot. In that case I can give you a 3–5 tool shortlist specifically for true cross-campaign budget/bid optimization, including enterprise tools like Skai, and tell you which I'd choose for a 10-person team.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Optmyzr first, with Skai as the more enterprise-oriented alternative.

My pick: Optmyzr

It’s particularly well suited if your core problem is “how do we optimize bids and budgets across a huge campaign portfolio without 10 people manually touching everything?”

Why I’d look at it:

• Portfolio-level optimization: You can group campaigns across accounts into portfolios and manage them collectively. help.optmyzr.comhelp.optmyzr.com
• Budget reallocation: Its current “Reallocate and Optimize Budgets” system can identify where spend is likely to produce more conversions/value and recommend reallocations, with constraints at budget, account, portfolio, platform, and channel levels. help.optmyzr.comhelp.optmyzr.com
• Actual bidding support: It works with both manual and automated bidding, including tCPA, tROAS, Maximize Conversions and Maximize Conversion Value, and can optimize targets rather than simply changing CPCs. www.optmyzr.com
• Human-in-the-loop: You can review projected impact before applying changes rather than handing everything over to a black box. help.optmyzr.com
• Scale: The portfolio/budget functionality is explicitly designed for multi-account management, which is much closer to your 100s-of-campaigns use case than a tool designed for an individual PPC manager. help.optmyzr.com
• AI layer: Sidekick can analyze portfolio performance and make/suggest optimization actions, which could reduce the amount of routine analysis your 10-person team does. help.optmyzr.com

The alternative I'd demo: Skai

Skai is compelling if you're operating at a larger agency/enterprise scale and want algorithmic portfolio bidding as a central capability. You can group campaigns into portfolios with common budget or ROAS goals and have Skai adjust bids and budgets toward those goals. It also supports custom optimization algorithms. skai.io

I'd lean Skai over Optmyzr if you have sophisticated cross-channel requirements, substantial media spend, and want a more centralized algorithmic media-buying platform. I'd lean Optmyzr if you want a relatively pragmatic layer that your existing performance marketers can adopt without completely changing how they operate.

What I'd evaluate in the demo

Don't just ask “does it do portfolio bidding?” Have them run a realistic 500-campaign scenario and demonstrate:

1. Portfolio construction — can you optimize across campaigns/accounts rather than just within one account?
2. Objective flexibility — tROAS, tCPA, profit, revenue, margin, LTV, etc.
3. Budget + bid interaction — does it know that increasing a bid is pointless if the campaign is budget-constrained, and vice versa?
4. Guardrails — max bid/target changes, minimum spend, brand/non-brand separation, campaign exclusions.
5. Conversion lag — how does the algorithm handle campaigns with materially different attribution/conversion windows?
6. Cross-account optimization — especially important if your hundreds of campaigns span many advertiser accounts.
7. Human workflow — can your 10 people see why the system wants to make a change and approve/reject changes in bulk?
8. Experimentation/rollback — can you measure whether the portfolio algorithm actually beats your existing Google/Microsoft bidding?
9. API/data access — important if your team has its own BI, attribution, or profit data.

Bottom line: I'd put Optmyzr at #1 for your team, and run a head-to-head proof-of-concept against Skai using your actual campaign data. The deciding factor shouldn't be the number of campaigns it can technically ingest; it should be whether its portfolio algorithm produces incremental profit/ROAS while materially reducing the team's manual optimization workload.