ChatGPT answers, unedited

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Marin and Skai, with Marin as my first tool to evaluate if your primary need is portfolio-level bidding + budget allocation across lots of campaigns/accounts.

My shortlist

1. Marin — probably where I'd start

Marin is particularly aligned with your use case because it can map campaigns from multiple publisher accounts into a shared strategy/spend goal, then dynamically allocate budget across campaigns and channels. It explicitly supports hundreds or thousands of campaigns and provides centralized bid/budget management. Marin Software Marin Software

Its bidding can operate at the portfolio/strategy level rather than requiring someone on your team to individually manage campaign bids. Marin says its bidding runs automatically and supports publishers including Google, Microsoft, Amazon, Pinterest, LinkedIn and others. Marin Support

Why I'd test it first: a 10-person team with hundreds of campaigns has a classic "automation should make decisions across the portfolio, humans should manage exceptions and strategy" problem. Marin is built around that workflow.

marinsoftware.com

2. Skai — strongest alternative

Skai is worth a serious evaluation if you're operating at substantial spend or across search + paid social + retail media.

Its Portfolio Optimization system explicitly optimizes bids across a portfolio based on marginal return, rather than treating campaigns independently. Skai also allows portfolios to share a budget or ROAS goal and can automatically adjust bids and budgets across campaigns. Skai Skai

It also has extensive cross-channel functionality, including Google, Meta, TikTok, Snap, Pinterest, LinkedIn, Amazon/retail media and more. Skai

skai.io

3. Optmyzr — consider if you're mostly Google/Microsoft

Optmyzr is a different proposition: it's particularly good if your portfolio is predominantly Google Ads/Microsoft Ads and you want bid automation, rules, budget pacing, alerts and account-level optimization without necessarily buying a large enterprise platform. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization

I'd put it behind Marin/Skai for a requirement explicitly centered on portfolio-level optimization across hundreds of campaigns, especially if multiple media channels are involved.

optmyzr.com

What I'd demand in the demo

Don't let vendors demo generic "AI optimization." Give them a hypothetical portfolio like:

• 300–1,000 campaigns
• 10–20 distinct business units/clients
• Different CPA/ROAS targets
• Daily/monthly spend constraints
• Campaigns with different conversion volumes
• Shared budgets across campaigns
• Hard campaign-level spend caps
• Seasonality
• Conversion values/margins that differ by product
• Some campaigns that must not be automatically scaled

Then ask them to demonstrate:

1. Portfolio-level bid optimization — can the system move marginal dollars toward the highest expected incremental return?
2. Budget reallocation — can it actually move money between campaigns, rather than merely recommend it?
3. Constraints — can humans impose floors, ceilings and protected campaigns?
4. Sparse data — what happens to campaigns with insufficient conversions?
5. Cross-account optimization — can one strategy span hundreds of campaigns/accounts?
6. Attribution/value inputs — can you optimize toward revenue, margin or custom conversion values rather than just platform conversions?
7. Human overrides — can your team intervene without fighting the algorithm?
8. Auditability — can you see why it changed a bid or budget?
9. Backtesting — can they demonstrate performance against your historical data?
10. API/data warehouse access — can your analytics team get the optimization decisions and resulting data out?

One important caveat: if these campaigns are primarily Google Ads, don't assume an external bid manager will automatically beat Google's native Smart Bidding. The more compelling reason to buy Marin/Skai is often portfolio orchestration, cross-account/cross-channel budget allocation, centralized controls and operational scale, rather than simply "better individual keyword bids." Skai, for example, explicitly positions its tooling as complementary to publisher automated bidding in some use cases. Skai

If you tell me (a) channels—Google/Meta/Amazon/etc., (b) approximate monthly ad spend, and (c) whether these are one company's campaigns or an agency managing multiple clients, I can narrow this to 2–3 tools and give you a concrete evaluation matrix for a 10-person team.

marinsoftware.com

2. Skai — strongest alternative

Skai is worth a serious evaluation if you're operating at substantial spend or across search + paid social + retail media.

Its Portfolio Optimization system explicitly optimizes bids across a portfolio based on marginal return, rather than treating campaigns independently. Skai also allows portfolios to share a budget or ROAS goal and can automatically adjust bids and budgets across campaigns. Skai Skai

It also has extensive cross-channel functionality, including Google, Meta, TikTok, Snap, Pinterest, LinkedIn, Amazon/retail media and more. Skai

skai.io

3. Optmyzr — consider if you're mostly Google/Microsoft

Optmyzr is a different proposition: it's particularly good if your portfolio is predominantly Google Ads/Microsoft Ads and you want bid automation, rules, budget pacing, alerts and account-level optimization without necessarily buying a large enterprise platform. optmyzr.com optmyzr.com

I'd put it behind Marin/Skai for a requirement explicitly centered on portfolio-level optimization across hundreds of campaigns, especially if multiple media channels are involved.

For a 10-person performance marketing team managing hundreds of campaigns, I’d look at Search Ads 360 (SA360) first if your core need is genuinely portfolio-level bidding, rather than just bulk campaign management.

My shortlist

Why I'd start with SA360

SA360 can group campaigns with a common business objective into one portfolio bid strategy, including campaigns across different client accounts. Its bidding system optimizes the portfolio as a whole rather than treating every campaign independently. Google Help Google Help

That matters when you have, say, 300 campaigns but only 15–30 meaningful economic objectives. You can create portfolios around things like:

• Product/category + target ROAS
• Brand/business unit + target CPA
• Geography + margin target
• Client + conversion-value objective

It also supports Google Ads and Microsoft Advertising, among other supported publishers/campaign types. Google Help

marketingplatform.google.com

When I'd choose Optmyzr instead

If your 10-person team needs more than bidding—bulk changes, budget pacing, anomaly detection, rules, search-term optimization, reporting, and cross-platform workflow—I'd seriously evaluate Optmyzr.

It can manage Google, Microsoft, Facebook and Amazon accounts from a unified interface and automate budget allocation/monitoring across campaigns. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization

optmyzr.com

One important distinction: Google Ads itself already has portfolio Smart Bidding, including cross-account portfolio strategies at the manager-account level. Google Help Google for Developers So if you're 100% Google Ads, you may not need a third-party bidding engine at all.

support.google.com

My practical recommendation:

• Google-only: start with native Google portfolio bidding.
• Google + Microsoft, hundreds of campaigns, serious portfolio optimization: evaluate SA360.
• 10-person team where workflow/automation/guardrails matter as much as bidding: evaluate Optmyzr alongside native Smart Bidding.

If you tell me (1) monthly ad spend, (2) Google/Microsoft/Meta mix, (3) number of accounts, and (4) whether you're optimizing to CPA, ROAS, or profit/margin, I can narrow this down to the architecture I'd use for your team.

If your 10-person team needs more than bidding—bulk changes, budget pacing, anomaly detection, rules, search-term optimization, reporting, and cross-platform workflow—I'd seriously evaluate Optmyzr.

It can manage Google, Microsoft, Facebook and Amazon accounts from a unified interface and automate budget allocation/monitoring across campaigns. optmyzr.com optmyzr.com

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

1. Skai — best enterprise-grade choice

• Portfolio-level bidding across paid search, social, and retail media
• Strong budget allocation, automation, forecasting, and governance
• Better fit if you manage large spend across many accounts
• Optmyzr — best for Google Ads-heavy teams

• Rules + automation for hundreds of campaigns
• Portfolio bid strategy management, scripts, alerts, and optimization workflows
• Easier adoption for a 10-person PPC team
• Marin Software — best for cross-channel portfolio management

• Built around large advertiser portfolios
• Handles bid optimization, budget pacing, and reporting across channels
• Sami — best lightweight AI automation option

• Designed for teams managing many campaigns across Google, Meta, LinkedIn, and YouTube
• Automates pacing, bids, and optimization workflows without heavy enterprise setup. Sami
• Epsilo — best if you need true portfolio orchestration

• Focuses on aggregating networks, benchmarking spend, and executing large-scale optimization actions across campaigns. Epsilo

My pick for your team size:

• <$5M/month spend: Optmyzr + native Google/Meta automation
• $5M–$50M/month: Skai or Marin
• Agency managing many clients: Sami or Epsilo

Key buying criteria: API access, bulk bid changes, budget reallocation rules, approval workflows, anomaly alerts, and the ability to optimize toward business KPIs (CPA/ROAS/LTV), not just platform metrics.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist these:

• marinsoftware.com — my first choice if you need true cross-campaign portfolio optimization. Marin lets you group campaigns across accounts/publishers into “Strategies” around a common business objective such as spend, ROI, or impression share, with no stated limit on campaigns per strategy. It also supports first-party/offline conversion data and more customization/control than native platform bidding. Marin Software
• skai.io — strongest enterprise option. Its portfolio optimizer explicitly reallocates toward the best marginal return across a portfolio, using ML/AI to optimize bids across very large keyword sets. This is attractive if you're managing multiple channels and want optimization at the portfolio rather than campaign level. Skai
• Google Ads native Portfolio/ Cross-account Smart Bidding — best low-cost starting point if most of your spend is Google Search/Shopping. Google can optimize multiple campaigns against a shared tCPA/tROAS/Maximize Conversions/Conversion Value objective, including across customer accounts through an MCC. Google Help Google Help

What I'd choose for your team

If the problem is “10 people can't manually manage bids/budgets across hundreds of campaigns”, I'd start with Marin.

The key distinction is that you want a system optimizing the marginal value of the next dollar across the portfolio, rather than 300 independent campaign-level bid algorithms. Marin's Strategy structure is specifically designed around that model. Marin Software

I'd use Google's native portfolio bidding if:

• 80%+ of your spend is Google,
• your campaigns have reasonably clean conversion/value data,
• you don't need sophisticated cross-channel optimization,
• and minimizing software cost is important.

I'd investigate Skai if you're operating at a larger enterprise scale and need Google + Microsoft + other paid media channels, centralized governance, and portfolio-level optimization. Skai

One important caveat: Google's native portfolio strategies aren't available for Performance Max, so if a substantial fraction of your hundreds of campaigns are PMax, that changes the recommendation. Google Help

If you tell me roughly monthly ad spend, channels (Google/Meta/Microsoft/etc.), number of campaigns, and whether you're optimizing to CPA, ROAS, or profit, I can narrow this to the 2–3 tools I'd actually demo and give you a comparison of pricing, automation depth, and team workflow.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist tools that can do portfolio-level optimization (shared goals across campaigns), automated bid/budget allocation, guardrails, and workflow control. The right choice depends heavily on your channels (Google only vs Google + Microsoft + Meta + retail media) and spend level.

My top recommendations

1. Skai — best for enterprise-style portfolio optimization across channels

Best fit if you have:

• Hundreds/thousands of campaigns
• Multiple channels (paid search, paid social, retail media)
• A team that needs centralized controls

Strengths:

• Portfolio-based optimization across campaigns
• Algorithmic bidding and budget allocation
• Custom optimization rules
• Cross-channel reporting and governance

Skai specifically positions its platform around grouping PPC campaigns into portfolios and optimizing toward shared budget or ROAS goals. Skai

Typical fit: $1M+/month ad spend, agencies, large in-house growth teams.

2. Search Ads 360 — best if most spend is Google Search/Shopping

Best fit if your team lives primarily in:

• Google Ads
• Microsoft Ads
• Shopping
• Performance Max

Strengths:

• Native Google portfolio bid strategies
• Target CPA / Target ROAS optimization
• Budget bid strategies
• Cross-account portfolio management

Search Ads 360 can group campaigns into portfolio bid strategies and optimize toward shared business goals rather than treating every campaign independently. Google Help Google Help

Typical fit: Large advertisers with complex Google Ads structures.

3. Marin Software — best mid-market option for operational efficiency

Good fit for a 10-person team that needs:

• Bulk campaign management
• Budget pacing
• Automation rules
• Bid strategy management

Strengths:

• Campaign portfolio management
• Budget allocation tools
• Forecasting
• Automation workflows

Marin supports portfolio bidding workflows and dynamic spend allocation across campaigns. Marin Software Marin Software

Typical fit: Mid-market advertisers and agencies.

My recommendation for a 10-person team

I’d choose based on your operating model:

What I would avoid

For a team of 10 managing hundreds of campaigns, I would avoid tools that are primarily:

• bid rule engines only
• spreadsheet automation layers
• keyword-level optimizers without portfolio modeling

They usually create more operational overhead because humans still decide allocation.

A practical stack I’d consider

For many 10-person teams:

• Bid engine: Search Ads 360 or Skai
• Data layer: BigQuery + Looker Studio (or equivalent BI)
• Governance: automated alerts for CPA/ROAS drift, budget pacing, tracking issues
• Human workflow: weekly portfolio reviews, not campaign-by-campaign reviews

If you share:

1. monthly ad spend,
2. channels (Google only vs Meta/TikTok/Amazon/etc.),
3. number of advertisers/clients, and
4. primary KPI (ROAS, CPA, profit, revenue),

I can narrow this to a specific recommendation.

1. monthly ad spend,
2. channels (Google only vs Meta/TikTok/Amazon/etc.),
3. number of advertisers/clients, and
4. primary KPI (ROAS, CPA, profit, revenue),

I can narrow this to a specific recommendation.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Google Search Ads 360 (SA360) first—especially if a meaningful share of your spend is Google Ads + Microsoft Ads.

My pick: Search Ads 360

Google’s Search Ads 360 is specifically built around portfolio-level bidding, rather than making your team manage bids campaign-by-campaign.

Why it fits:

• Portfolio bidding across hundreds of campaigns: You can group campaigns around a common business objective and have the system optimize the portfolio collectively. Google Help Google Help
• Cross-engine optimization: SA360 can optimize portfolios spanning Google Ads and Microsoft Advertising, rather than treating each platform in isolation. Google Help
• Multiple targets: Its Multiple Target ROAS functionality lets you maintain different ROAS targets within the same overall portfolio—useful if campaigns/products have different economics. Google Help
• Auction-time + portfolio optimization: SA360 can set the high-level portfolio targets while Google/Microsoft's auction-time systems handle individual auction decisions. Google Help
• Good fit for a 10-person team: The key benefit isn't merely automation; it's moving the team's work from "optimize 400 campaigns" toward "define goals, constraints, exceptions and experiments."

marketingplatform.google.com

One important alternative: Optmyzr

If your requirement is broader than portfolio bidding—e.g. you want a layer for rules, budget automation, alerts, bulk operations and human guardrails—I'd also evaluate Optmyzr.

Optmyzr supports portfolio-level automation and consolidated automation/optimization history across accounts. Optmyzr Google Ads Optimization Optmyzr Help

optmyzr.com

How I'd choose

One caveat: native Google Ads portfolio bidding may already solve much of this. Google supports portfolio strategies that span multiple campaigns and lets you manage the bidding settings centrally. Google Help But SA360 becomes much more compelling when you need cross-engine portfolios, multiple targets, budget management, and a management layer across a large account structure.

If you tell me (1) monthly ad spend, (2) Google vs Meta vs Microsoft vs other spend, and (3) whether you're optimizing to CPA, ROAS, or profit, I can give you a much tighter 3-tool shortlist with approximate pricing and which one I'd actually buy for a 10-person team.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist three, with the right choice depending on how much control you want over the bidding engine.

My pick: Skai

skai.io

Why: If by “portfolio bidding” you mean optimize spend across hundreds/thousands of campaigns toward a shared business goal, Skai is probably the strongest fit. Its Portfolio Optimization is explicitly designed to optimize bids at the portfolio level, using marginal-return calculations rather than treating campaigns independently. Skai

It makes the most sense if your team has:

• Hundreds/thousands of campaigns or keywords
• Significant spend
• Multiple channels/publishers
• A need to optimize toward portfolio-level ROAS/CPA rather than campaign-level targets
• Sophisticated operators who want controls rather than a black box

Best value / operator-friendly: Optmyzr

optmyzr.com

I'd seriously evaluate Optmyzr for a 10-person team. It combines bid management with rules, automation, reporting and auditing across Google, Microsoft, Amazon and Meta. Optmyzr Google Ads Optimization

The distinction is that Optmyzr gives your team more granular operational control, whereas Skai is more oriented toward enterprise portfolio optimization.

If you're primarily Google Ads: Google Ads itself may be enough

Google's cross-account portfolio bidding lets an MCC create and manage Smart Bidding portfolios across multiple customer accounts and campaigns. The portfolio can aggregate conversion volume/value across those campaigns, which is exactly the basic portfolio-bidding concept you're describing. Google Help Google for Developers

So if you're 90%+ Google Search/Shopping, I'd test native Google portfolio bidding before paying for another platform. Google explicitly supports shared portfolio strategies at the manager-account level. Google Help

How I'd choose

One important question: if you tell me roughly monthly ad spend, channels (Google/Microsoft/Meta/Amazon/etc.), number of accounts, and whether the objective is ROAS, CPA, profit, or something more custom, I can narrow this to the best 1–2 tools and explain what I'd actually deploy for your team.

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai first, with Search Ads 360 as the strongest alternative if you’re heavily Google/Microsoft-search focused.

My pick: Skai

skai.io

The key reason is that Skai is designed around portfolio-level optimization, rather than simply automating individual campaigns. You can group campaigns into portfolios with a common budget or ROAS goal, and its algorithm adjusts bids and budgets across the portfolio to pursue that goal. Skai Skai

For your team, I'd evaluate it on:

• Hundreds of campaigns: portfolio optimization is explicitly designed to operate across large campaign sets and millions of keywords. Skai
• Budget allocation: it can shift spend toward campaigns with better marginal returns rather than treating every campaign independently. Skai
• Custom strategy: you can build your own optimization algorithms/automated actions if your team has proprietary rules around CAC, ROAS, margin, etc. Skai
• Cross-channel: useful if "portfolio" eventually means Google + Microsoft + other paid media rather than just search.
• Team leverage: a 10-person team can establish standardized optimization logic instead of having every manager manually tweak hundreds of campaigns.

Two alternatives I'd seriously consider

1. Search Ads 360 — best if you're predominantly Google/Microsoft Search

searchads.google.com

Google's portfolio bidding can group campaigns with shared business goals, including campaigns across different search platforms, and optimize bids collectively toward tCPA/tROAS or other targets. Google Help Google Help

I'd choose SA360 over Skai if your stack is overwhelmingly Google Ads + Microsoft Advertising and you want the bidding system closest to Google's native auction-time infrastructure.

2. Optmyzr — best value/flexibility for a lean team

optmyzr.com

Optmyzr is particularly attractive if you want a broader PPC operations/automation layer: portfolio monitoring, rules, budget management, alerts, cross-account reporting, and automation. Its portfolio functionality can group accounts across Google, Microsoft, Amazon, Meta and LinkedIn. Optmyzr Help Center

One important caveat: third-party tools can't directly override Google's own automated portfolio bidding; Optmyzr itself notes that Google controls those bids. Optmyzr Help Center

How I'd rank them for your use case

If the core requirement is literally "give me 300–1,000 campaigns, define portfolio-level business goals, and automatically move bids/budget toward the best marginal return," I'd start with Skai. Its portfolio optimizer is explicitly built around that problem rather than merely providing bulk campaign management. Skai

If you tell me which channels you're running (Google, Meta, Microsoft, Amazon, etc.), monthly spend, and whether your optimization target is ROAS, CPA/CAC, revenue, or contribution margin, I can narrow this down to the best 2–3 platforms and tell you what I'd actually buy.

For a 10-person performance marketing team managing hundreds of campaigns, I’d prioritize tools that can do portfolio-level bid optimization, budget allocation, guardrails, and automation rather than just reporting. The right choice depends heavily on whether you are mostly Google Ads, paid social, programmatic, ecommerce, or lead gen.

Here are the strongest options:

My shortlist for your situation

1. If you manage hundreds of Google Ads campaigns

Start with Marin or Google Ads portfolio bidding.

Marin is the better fit if:

• campaigns span many accounts
• you need cross-account optimization
• you have analysts managing strategy rather than just platform operators
• you want more transparency/control than black-box bidding Marin Software

Google’s native portfolio strategies are better if:

• most spend is in one MCC
• conversion tracking is mature
• you want lower complexity and cost

2. If you manage Google + Meta + TikTok + other channels

I would look at Fluency or Skai.

A 10-person team usually hits a bottleneck from:

• manual budget reallocations
• campaign QA
• pacing checks
• repetitive bid changes
• reporting

A cross-channel operations layer can remove those bottlenecks. Fluency specifically focuses on automating campaign operations, pacing, and bulk updates across large portfolios. Fluency

3. If you are an agency managing many client accounts

Consider adding a portfolio intelligence layer such as Alpomi or RedTrack for visibility and monitoring, though I would not rely on those alone for core bidding. Alpomi RedTrack

What I would deploy for a 10-person team

A practical stack:

• Bid engine: Marin / Google portfolio bidding / Skai (depending on channels)
• Automation layer: Fluency or Optmyzr
• Analytics layer: Looker Studio, BigQuery, or a marketing data warehouse
• Human operating model: campaign groups by objective (e.g., acquisition, retention, high-LTV customers) rather than by hundreds of individual campaigns

My recommendation

For most 10-person performance teams managing hundreds of campaigns, I would shortlist:

1. Marin — best overall portfolio bidding choice
2. Fluency — best if operational scale is the problem
3. Google Ads portfolio bidding + Optmyzr — best cost-effective stack

If you tell me:

• monthly ad spend (e.g., $500k vs $20M),
• channels (Google only vs Meta/TikTok/Amazon too),
• agency vs in-house,
• primary KPI (ROAS, CAC, leads, revenue, LTV),

I can narrow this to a specific recommendation.

If your team is managing hundreds of campaigns and you want the system to optimize them as a portfolio rather than campaign-by-campaign, my first choice would be Google Search Ads 360 (SA360).

My pick: Search Ads 360

marketingplatform.google.com

It is particularly well suited to a 10-person performance marketing team because you can create portfolio bid strategies that span many campaigns and optimize toward a common business objective. SA360 can shift bids/spend between campaigns based on where incremental performance is strongest rather than forcing every campaign to hit the same target independently. Google Help Google Help

The big advantages for your use case:

• Hundreds of campaigns → portfolio-level optimization. Group campaigns around a common KPI and let the system optimize the portfolio as a whole.
• Different targets within one portfolio. SA360 supports multiple Target CPA/ROAS goals within a portfolio, which is useful if campaigns have different economics. Google Help
• Budget allocation as well as bidding. Its Budget Bid Strategies can optimize spend across campaigns, rather than merely changing keyword bids. Google Help
• Cross-engine support. You can combine Google Ads and Microsoft Advertising campaigns, among other supported platforms. Google Help
• Less manual intervention. The system continuously adjusts bids based on performance and predictive signals, which is exactly where a 10-person team starts getting leverage. Google Help

One serious alternative: MarinOne

marinsoftware.com

I'd evaluate MarinOne alongside SA360 if you're managing Google + Microsoft + other paid channels and want a more platform-agnostic optimization layer. Marin specifically supports campaign-level reallocation/portfolio optimization and automated pacing, while also offering its own bidding capabilities. Marin Support

How I'd choose

Bottom line: for a 10-person team managing hundreds of campaigns, I'd start with SA360, assuming a meaningful portion of your spend is Google/Microsoft search. The key isn't simply automated bidding—it's getting to portfolio-level allocation, where the system can effectively decide which campaigns deserve the next dollar. SA360 is explicitly designed around that model. Google Help Google Help

If you tell me (1) monthly ad spend, (2) Google/Microsoft/Meta split, (3) whether your primary KPI is CPA, ROAS, or profit, and (4) roughly how many campaigns, I can give you a much more specific SA360 vs MarinOne vs native Google bidding recommendation, including where each will and won't work.

If by portfolio bidding you mean “optimize bids and budget across hundreds of campaigns toward shared business goals,” my first recommendation would actually be Google Ads’ native cross-account portfolio bidding—unless you need one optimization layer across multiple ad platforms.

My pick: Google Ads cross-account portfolio bidding

For a 10-person performance marketing team, it has a surprisingly strong fit:

• Hundreds of campaigns can be grouped into portfolios around a common objective such as Target CPA or Target ROAS.
• It can operate across multiple Google Ads accounts from an MCC, pooling conversion volume/value at the portfolio level. Google Help Google Help
• You get centralized management rather than having each marketer manually adjust bids campaign-by-campaign.
• Google supports Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, Maximize Clicks and Target Impression Share for cross-account portfolios, with some campaign-type restrictions. Google Help
• Portfolio strategies can also be connected with shared budgets, allowing the system to shift spend across campaigns rather than treating every campaign's budget as sacrosanct. Google Help

support.google.com

But if you mean cross-channel portfolio optimization

If your 10-person team is managing Google + Microsoft + Meta + other paid media, I would look at a third-party platform rather than relying on Google alone.

The key distinction I'd make:

One important caveat: Google's portfolio bidding is not available for Performance Max, so if a large portion of your spend is PMax, that changes the recommendation. Google Help Google Help

What I'd evaluate for your team

For a 10-person team and hundreds of campaigns, I'd prioritize a tool that has:

1. Portfolio-level optimization, not just campaign-level automated bidding.
2. Cross-account management.
3. Ability to optimize toward profit/margin or qualified lead value, not merely conversions.
4. Budget reallocation between campaigns.
5. Guardrails—minimum/maximum spend, CPA/ROAS floors, pacing, etc.
6. Automated anomaly detection and alerts.
7. Bulk changes and workflow/approval controls so 10 people aren't independently manipulating the same portfolios.
8. Strong reporting at the portfolio → account → campaign → keyword/product levels.

If you tell me which channels you run (Google, Meta, Microsoft, Amazon, etc.), approximate monthly spend, and whether your primary KPI is CPA, ROAS, or profit, I can give you a 3–5 tool shortlist (e.g. Skai vs. Marin vs. Optmyzr vs. native Google) and tell you which one I'd buy for a 10-person team.

The key distinction I'd make:

One important caveat: Google's portfolio bidding is not available for Performance Max, so if a large portion of your spend is PMax, that changes the recommendation.

What I'd evaluate for your team

For a 10-person team and hundreds of campaigns, I'd prioritize a tool that has:

If you mean one optimization layer that can treat hundreds of campaigns as a portfolio and move bids/budgets toward a shared business KPI, my first choice would be skai.io.

My shortlist

Why I'd pick Skai for a 10-person team: it explicitly lets you group campaigns into portfolios with a common budget or ROAS goal and algorithmically adjust both bids and budgets across campaigns—and across publishers. Its search product also has a Portfolio Optimizer designed to shift budget toward better-performing campaigns. Skai Skai

That makes it particularly interesting if your "hundreds of campaigns" span Google + Microsoft + Meta + TikTok + other paid channels, rather than being 500 Google Search campaigns.

Search Ads 360 is my #2—and potentially #1 if you're overwhelmingly Google/Microsoft. It has mature portfolio bidding, including multi-target CPA/ROAS portfolios, and can optimize portfolios across Google Ads, Microsoft, Yahoo Japan and Baidu. Google Help Google Help

What I'd want to see in a demo

For a 10-person team, I'd specifically test whether the platform can:

• Put hundreds of campaigns into ~10–30 logical portfolios
• Optimize to profit/contribution margin, not just CPA or ROAS
• Reallocate budget between campaigns, not merely change keyword bids
• Handle different targets within one portfolio (e.g. different margins/ROAS targets)
• Incorporate offline revenue/LTV signals
• Put guardrails around spend, CPA, ROAS and campaign-level budgets
• Let your team override the algorithm when there's a business reason
• Show why it moved money/bids, rather than functioning as a black box
• Run experiments against your current bidding setup

One important caveat: if the campaigns are predominantly Google Ads, I'd benchmark Skai against native Google/SA360 bidding before paying for an additional optimization layer. Google has continued expanding its own AI bidding capabilities in 2026. Google Blog

Bottom line:
Multi-channel + hundreds of campaigns → Skai.
Google/Microsoft-heavy → Search Ads 360.
Social-heavy with significant creative operations → Smartly.

If you tell me channels (Google/Meta/Microsoft/TikTok/etc.), monthly ad spend, and whether the KPI is ROAS, CAC/CPA, revenue, or profit, I can narrow this to the best 2–3 options and give you a vendor-selection scorecard for your team.

What I'd want to see in a demo

If you mean one system that can optimize bids/budgets across hundreds of campaigns as a portfolio, my first recommendation is Google Search Ads 360 (SA360)—especially if your team manages Google + Microsoft Search/Shopping at meaningful scale.

My shortlist

1. marketingplatform.google.com — best for true portfolio-level optimization

• Portfolio bid strategies can optimize across multiple campaigns and even multiple client accounts.
• It can incorporate Google Ads, Microsoft Advertising, Yahoo! JAPAN and Baidu, depending on campaign type.
• Its portfolio bidding is designed to optimize the portfolio as a whole, rather than forcing every campaign to hit an identical CPA/ROAS.
• It also has budget bid strategies, which is important if you want the system to move spend toward better opportunities rather than merely adjust CPCs. Google Support Google Support
• For a 10-person team, the big benefit is reducing the amount of campaign-by-campaign bid management your specialists need to do.
• support.google.com — best if you're primarily Google Ads

• Don't overlook the native solution. Google lets you put multiple campaigns into a portfolio bid strategy, including Target CPA, Target ROAS, Maximize Conversions and Maximize Conversion Value. Google Support Google Support
• Google now supports cross-account portfolio bid strategies at the MCC level, so this can work across multiple customer accounts. Google Support
• You can also link a shared budget to the portfolio, allowing budget to be allocated across the campaigns rather than treating each campaign's budget as sacred. Google Support
• This is what I'd start with if 80–100% of your spend is Google.

The important distinction

If by "portfolio bidding" you mean:

"We have 500 campaigns with different economics, and I want an algorithm to decide both what each campaign should bid and where the overall budget should flow, based on a common business objective."

then SA360 is much closer to what you're describing than a conventional bid-management tool. Its portfolio system explicitly considers the portfolio's overall target and can shift performance between stronger and weaker segments to maximize the aggregate result. Google Support

If you're Google-only, however, I'd first test native Google portfolio bidding before buying SA360. Google specifically recommends portfolio bidding for multiple campaigns, and its cross-account version is built for exactly this kind of aggregation. Google Support Google Support

What I'd choose for a 10-person team

One caveat: Google Ads portfolio bidding currently has limitations—for example, portfolio bid strategies aren't available for Performance Max, while SA360 supports portfolio/budget bidding across additional campaign types. Google Support Google Support

If you tell me your approximate monthly spend, number of Google/Microsoft campaigns, and whether the campaigns have different CPA/ROAS targets, I can narrow this down to 2–3 tools and tell you which one I'd actually buy for the team.

If you mean automated bidding that allocates spend intelligently across hundreds of campaigns, my first recommendation is actually Google Ads’ native Portfolio / Cross-account Smart Bidding—assuming a meaningful share of your spend is on Google Search/Shopping.

My pick: Google Ads Portfolio + Cross-account bidding

For a 10-person performance marketing team, it has a compelling advantage: you don't need another optimization layer just to manage bids.

Google lets you group multiple campaigns into a single portfolio strategy and optimize them toward a shared goal such as Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value. At the MCC level, cross-account portfolio strategies can aggregate campaigns across multiple customer accounts. Google Help Google Help

You can also pair a portfolio with a shared budget, allowing Google to shift spend among campaigns rather than forcing every campaign to spend its own fixed allocation. Google Help

For your team, I'd structure it roughly like:

• Portfolio 1: High-volume acquisition — Target CPA
• Portfolio 2: Revenue/e-commerce — Target ROAS
• Portfolio 3: High-margin products — profit-based ROAS target
• Portfolio 4: Brand — impression-share strategy
• Portfolio 5: Experimental/new campaigns — separate portfolio so they don't contaminate mature bidding signals

The big caveat: don't put hundreds of campaigns into one giant portfolio merely because you can. Campaigns should have sufficiently similar objectives/economics. Google itself notes that portfolio bidding works by aggregating campaigns with the same overall goal. Google Help Google Help

Also, there is a practical limit: Google currently notes that shared-budget/portfolio functionality can hit an issue above 500 campaigns in a portfolio. Google Help

When I'd buy a third-party tool

If your real requirement is broader than Google's algorithm choosing bids—for example:

"Give me one interface where my 10-person team can manage hundreds/thousands of campaigns across Google + Microsoft + Meta, set portfolio-level budget constraints, automate bid/target changes, and see exceptions."

Then I'd evaluate a dedicated paid-search management platform rather than relying solely on Google.

The key distinction I'd make is:

One particularly important point: if you're talking about Google Search, I would not automatically assume a third-party bidder will outperform Google's auction-time Smart Bidding. Google explicitly optimizes bids at the individual-auction level using contextual signals, while portfolio strategies aggregate learning across campaigns. Google Help Google Help

So my recommendation is: start with Google Ads Cross-account Portfolio Smart Bidding + shared budgets. If your pain is actually portfolio-level budget allocation, cross-channel optimization, workflow, and governance, then a third-party platform becomes much more interesting.

If you tell me (1) Google/Microsoft/Meta mix, (2) approximate monthly spend, (3) number of campaigns, and (4) whether your goal is ROAS, CPA, or profit, I can give you a 3-tool shortlist (including pricing and the one I'd choose for a 10-person team).

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

optmyzr.com

Why I’d pick it

• Portfolio-level management: You can group multiple accounts/platforms into portfolios and manage performance and budgets centrally. Optmyzr Help Center Optmyzr Google Ads Optimization
• Budget reallocation: Its current optimization tools can analyze campaigns across a portfolio and recommend moving budget toward campaigns with more performance potential. Optmyzr Help Center
• Bid optimization: It can layer automation on top of Google/Microsoft bidding, including adjusting Target CPA/ROAS based on performance and business data. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization
• Scale/guardrails: You can automate rules, set limits around budget shifts, monitor pacing, and have alerts/automations rather than requiring an operator to touch hundreds of campaigns. Optmyzr Google Ads Optimization Optmyzr Help Center
• Cross-platform: Particularly useful if your "portfolio" spans Google, Microsoft, Meta, Amazon, etc., rather than being exclusively Google Search. Optmyzr Google Ads Optimization
• Team workflow: For a 10-person team, the centralized dashboards, automated reporting, and portfolio-level views are probably more valuable than simply having another bidding algorithm. Optmyzr Help Center Optmyzr Google Ads Optimization

The important alternative: Search Ads 360

If 90%+ of your spend is Google/Microsoft search/shopping/PMax, I would also seriously evaluate marketingplatform.google.com.

SA360 is arguably the cleaner answer if by "portfolio bidding" you literally mean one optimization objective shared across hundreds of campaigns. Its portfolio strategies explicitly optimize groups of campaigns toward an overall CPA/ROAS target, including across Google Ads and Microsoft Advertising. Google Help Google Help

My decision rule

For a 10-person team, my default recommendation is Optmyzr, unless you're a very Google-heavy operation. The distinction I'd investigate in a demo is whether you want "portfolio bidding" (a mathematical optimization problem across campaigns) or "portfolio management/automation" (bids + budgets + pacing + rules + reporting). Optmyzr is particularly compelling for the latter; SA360 is stronger for the former.

If you tell me your monthly ad spend, number of Google/Microsoft/Meta campaigns, and whether the optimization target is ROAS, CPA, or profit, I can narrow this down to 3 tools and tell you which one I'd buy.

If you mean one system that can optimize bids across hundreds of campaigns while a 10-person team manages the portfolio, my shortlist would be:

My pick: marketingplatform.google.com

For a genuinely large portfolio, Google Search Ads 360 (SA360) is the tool I'd investigate first.

Why:

• True portfolio-level optimization: SA360 optimizes toward a portfolio goal rather than treating every campaign independently. Google Help Google Help
• Cross-account: You can put campaigns from different client accounts into portfolio strategies. Google Help
• Cross-engine: It can optimize across Google Ads, Microsoft Advertising, Yahoo! JAPAN and Baidu campaigns. Google Help
• Budget + bid optimization: It has both bid strategies and budget bid strategies, which is important if your problem is really capital allocation across hundreds of campaigns, not merely setting individual CPCs. Google Help
• Designed for portfolios: Google's documentation explicitly describes the system as optimizing the portfolio as a whole and shifting spend/bids toward opportunities that improve the aggregate target. Google Help

For a 10-person team, I'd structure it roughly as:

Business goal → portfolio → campaign groups → automated bidding → human exception management

rather than having each marketer manually manage hundreds of campaign-level targets.

If you're mostly Google Ads: start with native Google Ads

You may not need another tool at all if most of your spend is Google Search/Shopping.

Google Ads already has portfolio bid strategies, and at the manager-account level you can create cross-account portfolio strategies. Those strategies pool conversion data across campaigns/accounts and optimize against an aggregate target. Google Help Google Help

That's probably the best price/performance starting point.

If you want a layer for your team: optmyzr.com

I'd look seriously at Optmyzr if your requirement is broader than bidding—e.g. portfolio monitoring, alerts, budget pacing, automated rules, cross-account workflows, and team productivity.

Its current portfolio functionality spans Google, Microsoft, Amazon, Meta, Yahoo and LinkedIn, with portfolio dashboards, budget management, automated rules and AI-assisted analysis. Optmyzr Help Center

The distinction I'd make is:

| Best for
--- | ---
Google Ads native | Google-only, straightforward Smart Bidding
SA360 | Large, sophisticated paid-search portfolio + cross-account/cross-engine optimization
Optmyzr | 10-person team needing operational automation + monitoring + optimization workflows
Skai | Very large enterprise portfolios and highly sophisticated marginal-spend optimization

Skai is another serious enterprise option: its Portfolio Optimization product is specifically designed to optimize millions of keywords against an overall portfolio goal using marginal-return calculations. Skai

My recommendation for your situation: if you're talking about hundreds of campaigns and a 10-person performance team, I'd demo SA360 + Optmyzr side-by-side. If the core problem is "where should the next $1,000 go across this giant campaign portfolio?", lean SA360. If it's "how do we let 10 people efficiently operate, monitor and automate hundreds of campaigns?", lean Optmyzr.

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

For a 10-person performance marketing team managing hundreds of campaigns, I’d shortlist Skai and Marin, with Skai as my first demo if true portfolio-level bidding is the priority.

My pick: skai.io

Skai is particularly well suited to the problem you described: you can group campaigns into portfolios with a shared ROAS or budget objective, and its Portfolio Optimization algorithm shifts bids/spend based on the expected marginal return across the portfolio—not simply optimizing each campaign independently. Skai Skai

That distinction matters when you have hundreds of campaigns. Instead of asking “Is campaign A hitting its target?”, you're effectively asking “Where should the next $1,000 go across this entire portfolio?”

I'd evaluate Skai if you have:

• Hundreds/thousands of campaigns
• Multiple Google/Microsoft/social channels
• Shared business goals across campaign groups
• A team that needs automation rather than 10 people manually tweaking bids
• Significant enough spend to justify an enterprise platform

Strong alternative: marinsoftware.com

Marin is probably the closest alternative I'd put into the bake-off. Its Strategies can contain an unlimited number of campaigns across multiple ad platforms, with shared ROAS, CPA, spend, or dual-constraint objectives. Its dynamic allocation then moves budget and adjusts efficiency targets based on performance. Marin Support Marin Software

I'd lean Marin over Skai if you want more flexibility around custom automation and cross-channel budget allocation.

Also worth testing: optmyzr.com

Optmyzr is excellent for a 10-person team that still wants humans heavily involved in optimization. It has portfolio-level budget reallocation across Google, Microsoft, Meta, LinkedIn and Yahoo Japan, plus rules, audits, reporting and granular campaign/keyword controls. Optmyzr Help Center Optmyzr Help Center

I'd choose it if your actual problem is more “how do we make 10 marketers 3× more productive?” rather than “we need an algorithm to optimize hundreds of campaigns as one portfolio.”

My ranking for your use case

If I were buying for your team, I'd run a 2–4 week head-to-head pilot of Skai vs. Marin using a representative slice of ~100–200 campaigns. Give both the same portfolio objective, budget constraints, conversion data and attribution window, then compare incremental ROAS/CPA and how much operator time they actually save.

One important caveat: if by “portfolio bidding” you specifically mean allocating a fixed total budget across hundreds of campaigns based on marginal expected returns, rather than simply automating keyword/campaign bids, tell me your channels (Google, Meta, Microsoft, Amazon, etc.) and whether the goal is ROAS, CPA, revenue, or conversions. That would change my recommendation.

For a 10-person performance marketing team managing hundreds of campaigns, my first choice would be skai.io—especially if “portfolio bidding” means optimize bids and budget across groups of campaigns toward a shared ROAS/CPA/revenue goal, rather than just automate individual campaign bids.

Why Skai fits

• True portfolio optimization: You can group campaigns into portfolios with a shared budget/KPI and have Skai automatically adjust bids and budgets toward the portfolio goal. Skai Skai
• Built for hundreds/thousands of campaigns: Its Portfolio Optimization algorithm works across large keyword/campaign sets and uses marginal-return calculations to determine where the next dollar should go. Skai
• Cross-publisher: It can manage campaigns across major publishers rather than forcing your team to optimize each ad platform independently. Skai Skai
• Budget allocation + bidding: Its Budget Navigator forecasts the relationship between spend and ROI, then dynamically reallocates budgets and bid direction as performance changes. Skai
• Good fit for a lean team: The important part for 10 people is that you can encode your team's optimization logic rather than having someone manually touch hundreds of campaigns every day. Skai also supports custom algorithmic optimization. Skai

My shortlist

Marin is probably the closest alternative. Its “Strategies” can contain any number of campaigns across platforms, with shared ROAS/CPA/spend objectives and dynamic spend allocation. Marin Support

Smartly is more compelling if your hundreds of campaigns are predominantly paid social and you also want creative production, trafficking, and optimization in the same system. Its predictive budget allocation can shift spend between campaigns/ad sets based on performance. Smartly.io Smartly.io

If I were evaluating this for your team, I'd demo Skai and Marin head-to-head. The key question I'd put to both vendors is: “Can I define a portfolio of 100–500 campaigns with a common marginal ROAS/CPA objective, constraints on minimum/maximum spend, and let the system continuously reallocate both budget and bids?” That will quickly separate genuine portfolio optimization from glorified rules-based bid automation.

If you mean one optimization layer that can allocate bids/budget across hundreds of campaigns, especially across multiple ad accounts/platforms, my top recommendation is Google Search Ads 360 (SA360).

My shortlist

1. marketingplatform.google.com — best overall for serious portfolio bidding

• Portfolio bid strategies optimize campaigns toward a shared business goal rather than treating each campaign independently.
• Can manage portfolios across Google Ads, Microsoft Advertising, Yahoo! JAPAN, and Baidu, including campaigns in different client accounts. Google Help Google Help
• Its Budget Bid Strategies can dynamically move budget and bids across campaigns based on performance, which is particularly relevant if you have hundreds of campaigns and want capital allocation rather than merely bid automation. Google Help
• It supports multi-target CPA/ROAS portfolios, so you don't necessarily need one identical target across every campaign. Google Help
• optmyzr.com — best if your 10-person team needs an operator-friendly layer

• Stronger choice if the team wants automation + rules + monitoring + portfolio management, rather than primarily Google's enterprise bidding infrastructure.
• Optmyzr now supports portfolios spanning Google, Microsoft, Amazon, Yahoo and other platforms. Optmyzr Help Center
• I'd particularly consider it if you have a lot of heterogeneous accounts and need humans to retain more control over optimization logic.
• marinsoftware.com — worth evaluating for cross-publisher optimization

• Marin positions its bidding around optimization across publishers/accounts and explicitly offers predictive modeling for conversions, revenue and profit at different spend levels. Marin Software
• More interesting if your portfolio is genuinely cross-channel/cross-publisher, rather than predominantly Google.

What I'd choose for your team

For a 10-person performance marketing team managing hundreds of campaigns, I'd start with SA360 if:

• Google Search/Shopping is a large portion of spend.
• You want the algorithm deciding where the next dollar should go, not just what CPC each campaign should use.
• You have enough conversion volume for portfolio-level machine learning.
• You need centralized controls across many client/accounts.

If you're managing Google + Meta + Microsoft + Amazon + other channels, I'd lean toward Optmyzr or Marin instead, because the cross-platform layer becomes more valuable.

One important distinction: Google Ads itself now has cross-account portfolio bidding through an MCC, so you may not need SA360 at all if you're almost entirely Google Ads. Google explicitly supports shared Smart Bidding portfolios across multiple customer IDs. Google Help

If you tell me your approximate monthly spend, channels (Google/Meta/Microsoft/Amazon/etc.), and whether you're optimizing to CPA, ROAS, profit, or a blended KPI, I can narrow this to 1–2 tools and explain how I'd structure the portfolios.

For a 10-person performance marketing team managing hundreds of campaigns, I’d look for a tool that can do more than reporting: you want portfolio-level bid optimization, budget allocation, guardrails, automation rules, and cross-account management.

My shortlist:

My recommendation for your team size

If you’re primarily Google Ads + Meta and managing hundreds of campaigns:

1. Marin → best pure portfolio bidding candidate. It is explicitly designed around grouping campaigns into strategies with shared goals like ROAS, CPA, spend, or volume, and optimizing across accounts. Marin Software
2. Skai → choose this if you have enterprise budgets, multiple channels, and need executive reporting/governance.
3. Optmyzr + native platform bidding → often the best value if your team is 10 people and you have strong operators.

What I’d avoid

• Pure dashboards/reporting tools (they won’t actually move bids).
• Generic AI optimization tools that lack: - portfolio constraints
• spend caps
• client-level separation
• audit logs
• human approval workflows

Questions that would change my recommendation:

1. Are these mostly Google Search/Shopping, Meta, TikTok, Amazon, or mixed?
2. Roughly how much monthly spend are you managing (e.g., <$500k, $500k–$5M, $5M+)?
3. Are the campaigns across one advertiser or many clients/accounts?

For a 10-person agency managing hundreds of campaigns, my default pick would be Marin if search-heavy; Skai if truly omnichannel. Marin Software

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

Why Optmyzr fits

Its strongest fit is portfolio-level budget and bid management, rather than simply another reporting dashboard:

• Portfolio-level optimization: You can group multiple accounts and platforms into portfolios and manage aggregated performance, budgets, and optimization workflows. Optmyzr Help Center
• Cross-campaign budget reallocation: Its Reallocate and Optimize Budgets tool analyzes campaigns for unused spending capacity and shifts budget toward campaigns with stronger potential. It supports Google, Microsoft, Meta, Amazon, Yahoo and LinkedIn. Optmyzr Help Center Optmyzr Help Center
• Automated pacing: It can automatically adjust daily campaign budgets based on pacing and your chosen allocation methodology—including performance-based allocation. Optmyzr Help Center Optmyzr Help Center
• Bid automation: It supports both manual bid optimization and optimization around automated strategies such as Target CPA and Target ROAS. Optmyzr Help Center
• Rules/guardrails: Your team can encode things like “reduce spend when CPA deteriorates” or adjust bids based on geography, audience, or time of day. Optmyzr Google Ads Optimization
• Good operational fit for a 10-person team: Automation history, optimization logs, alerts, Slack/Teams notifications, and centralized portfolio views make it easier to standardize how different team members manage campaigns. Optmyzr Help Center

One important distinction: if by “portfolio bidding” you mean a true mathematical portfolio bidding system that jointly optimizes hundreds of campaigns toward a shared marginal-ROI objective, I'd evaluate Optmyzr against a few more specialized platforms before committing. Optmyzr is particularly compelling when you want portfolio budget allocation + bid automation + operational control in one system.

What I'd evaluate alongside it

For your setup, I'd run demos with:

1. Optmyzr — best first call for a performance team wanting hands-on control plus substantial automation.
2. Skai — worth considering if you're a larger agency/enterprise operation and need sophisticated cross-channel optimization and governance.
3. Google Search Ads 360 — particularly compelling if the campaigns are heavily Google-centric and you want Google's enterprise bid-management ecosystem.
4. Marin — another enterprise-oriented option worth comparing if you have substantial paid-search volume.

For a 10-person team, though, I'd lean Optmyzr unless your spend is enormous or you have unusually sophisticated portfolio constraints. Its current portfolio tooling explicitly supports reallocating budgets across hundreds of campaigns/accounts, while still giving operators control over what automation is allowed to do. Optmyzr Help Center Optmyzr Help Center

If you tell me roughly monthly ad spend, number of accounts, channels (Google/Meta/Microsoft/Amazon/etc.), and whether you're optimizing to CPA, ROAS, profit, or LTV, I can narrow this to the best 2–3 tools and explain which one I'd buy.

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

My recommendation: Skai

Skai is particularly well suited if what you mean by “portfolio bidding” is one optimization layer that can redistribute bids/budget across large campaign portfolios based on a shared business goal, rather than simply applying Google/Microsoft Smart Bidding campaign by campaign.

Skai’s Portfolio Optimization uses ML to optimize bids toward an overall portfolio goal, and its platform can group campaigns, assign common ROAS/budget objectives, and automatically adjust bids and budgets. Skai Skai

It also supports optimization across publishers, rather than forcing your team to operate entirely inside individual ad-platform interfaces. Skai

Why I’d pick it for your team:

• Hundreds/thousands of campaigns: built for very large portfolios and millions of keywords. Skai
• Portfolio-level optimization: optimize toward a shared ROAS, CPA, profit, or other business objective.
• Budget + bid optimization: not just bids; Skai can shift budget toward campaigns with better marginal opportunity. Skai
• Cross-channel: useful if your hundreds of campaigns span Google, Microsoft, paid social, retail media, etc. Skai
• Team leverage: a 10-person team can manage substantially more campaigns without every marketer manually adjusting bids.

Two alternatives worth evaluating

Optmyzr is my second choice if your operation is heavily Google/Microsoft PPC and you want a more marketer-friendly automation/optimization toolkit. Its 2026 portfolio functionality supports grouping accounts across Google, Microsoft, Amazon, Yahoo, Meta and LinkedIn, with portfolio-level analysis and optimization. Optmyzr Help Center Optmyzr Help Center

optmyzr.com

MarinOne is worth a serious look if you're managing campaigns across multiple publishers and clients. Its “Strategies” can span any number of campaigns and multiple ad platforms, with dynamic spend allocation and automated pacing. Marin Support

marinsoftware.com

How I'd choose

One important distinction: Google's native portfolio bidding is already quite capable, but it primarily groups campaigns under a common bid strategy. Google Help A third-party platform becomes more compelling when you need cross-account/cross-channel optimization, budget allocation, custom business metrics, centralized controls, and operational automation.

For a 10-person team + hundreds of campaigns, I'd probably run a Skai vs. Optmyzr proof-of-concept rather than buy either based on a demo. Give both the same 50–100 campaigns, historical conversion/revenue data, constraints, and target KPI, then measure incremental ROAS/CPA, budget utilization, volatility, and hours of human intervention over 6–8 weeks.

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, 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.

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.