Neutral mentions of Optmyzr

If you’re mainly managing Google Search Ads for ~20 local-business clients, I’d build around Google Ads Manager Account (MCC) first—not jump straight to an expensive agency platform.

business.google.com lets you manage multiple client accounts from one login/dashboard, compare performance, run cross-account reports, set alerts, create rules, and control access. Google specifically positions it for agencies and marketers managing multiple client accounts. Google Google Help

My recommended stack

• Google Ads MCC — your central command center. This is the non-negotiable piece at 20 clients.
• Looker Studio — standardized client dashboards/reporting so you aren't manually building reports every month.
• A PPC automation/optimization layer — something like Optmyzr, Adalysis, or Apex once repetitive optimization starts eating your time. Current PPC-management comparisons still put these types of tools among the main options for multi-account workflows. Keyword Ninja
• A standardized account template — naming conventions, campaign structure, conversion setup, negative-keyword process, budget rules, etc. This is arguably more important than the software.

If you want to scale beyond 20

I'd look particularly closely at Apex. It's explicitly designed for Google Ads freelancers/agencies managing multiple Search accounts and provides a unified operating view, approvals queue, account-specific rules, automation, reporting, and activity history. Its current agency plan advertises unlimited client accounts for $297/month. Apex Ads Management

The key distinction:

20 clients + you still personally optimize everything → MCC + reporting + automation is probably enough.

20 clients + you're spending hours every day checking bids, search terms, budgets, conversion tracking, anomalies, etc. → add an automation platform.

I would not try to run 20 clients by logging into 20 individual Google Ads accounts. That's exactly how the operation becomes a mess.

If you tell me your average monthly ad spend per client (e.g. $1k, $3k, $10k+) and whether you handle just Google or Google + Meta, I can recommend the exact stack I'd use and what I'd automate first.

For multi-account search campaign performance management with custom KPI alerts, the best platform depends on whether you are an agency, in-house marketing team, or analytics-heavy organization. The main capabilities to look for are:

• Multi-account Google Ads/Microsoft Ads support
• Campaign-level drilldowns
• Custom KPI definitions (CPA, ROAS, CPL, impression share, spend pacing, etc.)
• Automated alerts (email/Slack/SMS)
• Cross-account dashboards
• Scheduled reporting
• API/data warehouse options

Here are the strongest options by use case:

If your focus is specifically search campaigns (Google Ads/Microsoft Ads)

• Best for PPC operators: Optmyzr — useful if alerts need to trigger actions (budget changes, bid adjustments, anomaly detection).
• Best for agency account oversight: NinjaCat or AgencyAnalytics — better when the priority is monitoring dozens or hundreds of client accounts.
• Best custom analytics stack: Looker Studio + a data connector such as Supermetrics — best when you need custom KPIs and bespoke dashboards. Keywordme

For custom KPI alerts specifically

A few platforms that emphasize alerting:

• Adriel — supports KPI thresholds and alerts when campaigns or ad groups move outside targets. Adriel
• Databox — designed around KPI tracking and threshold notifications. Keywordme
• Optmyzr — stronger when alerts should connect to PPC optimization workflows. Keywordme

A practical shortlist:

1. Agency managing 20+ search accounts: Optmyzr + NinjaCat/AgencyAnalytics
2. In-house paid search team: Optmyzr or Looker Studio + connectors
3. Executive dashboard + alerts: Databox or Adriel
4. Fully custom BI environment: Looker Studio + Supermetrics/warehouse

If you mean Google Ads Search only (not Meta/TikTok/etc.) and roughly how many accounts you manage (e.g., 5, 50, 500), the shortlist changes quite a bit.

If you mean PPC/Search Ads platforms that can automatically discover new keywords, expand keyword lists, and organize them into campaign/ad group structures, these are some strong options:

My picks by use case:

• Building new campaigns from scratch: Fiuti or Adalysis
• Managing hundreds/thousands of ad groups: Optmyzr
• Finding every possible keyword variation and clustering by intent: Geperion
• SEO + paid search teams: Semrush
• Automated optimization after campaigns are live: Adsbot

If you are specifically trying to replace a manual Google Keyword Planner → Excel → ad group creation workflow, I’d start with Adalysis, Optmyzr, or Fiuti. If you are trying to create thousands of tightly themed campaigns/ad groups, Geperion is closer to that workflow. adalysis.comwww.geperion.com

For multiple ecommerce stores, the “best” tool depends on whether you want true autopilot or agency-level control. Most bid-management platforms are strong on Google or Meta, but fewer handle both well. adscale.comclickpatrol.com

My shortlist:

My recommendation by scenario

If you run 2–20 ecommerce stores and want the software to actually move budgets/bids:

• Start with AdScale or Adwisely. They are closer to “set targets → let the system optimize” workflows. www.g2.comadscale.com

If you are an agency managing many client stores:

• Pair:
  • Optmyzr for Google Ads control/reporting
  • Madgicx (or Meta-native tooling) for Meta optimization
  • A BI layer like Triple Whale for attribution/reporting

This gives more control than a single AI optimizer. adscale.com

If your monthly spend is large (six figures+ across accounts):

• Look at enterprise platforms such as Smartly.io or Marin-style solutions rather than SMB-focused AI tools. adscale.comclickpatrol.com

A few things I’d prioritize for a multi-store setup:

1. Portfolio-level budget allocation (move dollars between stores/products, not just campaigns)
2. Profit-based optimization (contribution margin/LTV, not only ROAS)
3. Feed/catalog intelligence (especially for Shopping + Advantage+)
4. Change logs and approval workflows so automation doesn’t silently damage accounts
5. Multi-account permissions (critical if you manage stores for clients)

If you tell me:

• number of stores,
• Shopify/WooCommerce/custom,
• monthly ad spend,
• whether you manage client stores or your own brands,

I can narrow it down to a specific stack.

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.

If you mean paid-search agencies managing multiple client ad accounts, the best solution is usually a manager-account architecture in the ad platform itself, rather than a third-party tool.

Best setup: Google Ads Manager Account (MCC)

For an agency primarily running Google Ads, I'd use:

• Agency MCC/Manager Account as the control layer.
• One Google Ads account per client, owned by the client.
• Agency staff get Standard access unless they genuinely need administrative control.
• Clients get their own access, typically Standard or Read-only depending on whether they need to make changes.
• Admin access is tightly restricted to agency owners/ops leads.
• Use sub-manager accounts if you have teams, regions, or multiple brands that need isolation.

Google specifically supports five manager-account access levels—Administrative, Standard, Read-only, Email-only, and Billing—and the permissions can flow down to linked client accounts. Google Help Google Help

The big advantage is that you get granular operational control without taking ownership away from the client. Google also allows manager accounts to manage campaigns, budgets, reporting, and multiple client accounts from one dashboard. Google Help Google

If "granular bid control" is the priority

I'd separate who can change bids from who can see the account.

For example:

One caveat: Google's native permissions aren't granular enough to create a true "can change ads but cannot change bids" role. Standard access generally allows campaign management broadly. Google Help

So if you need approval workflows or hard bid-change restrictions—e.g. specialist can adjust keywords but cannot increase bids more than 20%—you'll want a management layer/API-based workflow on top of the native account permissions.

If you're managing both Google + Microsoft

Use the native hierarchy in each platform rather than trying to force everything through one permission model.

Microsoft Advertising supports agency-client linking and roles including Super Admin, Standard User, Advertiser Campaign Manager, and Viewer; importantly, an Advertiser Campaign Manager can manage campaigns on specifically selected accounts without getting billing/user-management capabilities. Microsoft Ads Help Microsoft Ads Help

My recommendation:
Google Ads MCC + client-owned accounts + tightly scoped agency roles + a separate approval/bid-control layer if you need true granular restrictions.

If you're evaluating specific agency platforms/software (e.g. Optmyzr, Marin, Skai, Smartly, etc.), tell me your approximate number of clients and whether you need Google Ads, Meta, Microsoft, or all three, and I can compare the best options specifically for bid controls + client permissions.

If your requirement is specifically “simulate/forecast the impact of bid-strategy changes before rolling them out”, I’d shortlist these:

Best fit: Google Search Ads 360

marketingplatform.google.com is probably the strongest enterprise-native option, particularly for large Google Ads portfolios.

• Bid strategy forecasts project clicks, conversions, conversion value, and spend under a proposed strategy.
• Plans let you model larger portfolio-level budget and bidding scenarios before applying changes.
• Bid strategy recommendations include forecasted performance/uplift so teams can evaluate recommendations before accepting them.
• It also has Google Ads bid simulators for what-if analysis. Google Help Google for Developers

Best independent/optimization platform: Optmyzr

optmyzr.com is worth considering if you need a cross-platform tool rather than Google's stack.

Its Audience Bid Adjustments can show multiple bid-adjustment scenarios and projected changes in cost, clicks, CPC, conversions, and CPA before changes are applied. Its optimization/rule engine can also review proposed bid changes in bulk. Optmyzr Help Center Optmyzr Google Ads Optimization

Optmyzr additionally supports Google and Microsoft Ads and provides budget simulators for modeling projected KPI outcomes before committing changes. Optmyzr Google Ads Optimization

If you primarily use Microsoft Advertising

Microsoft Advertising's Bid Landscape is the native option: it simulates different bids and estimates resulting impressions, clicks, and costs before you change the bid. It's useful, but more granular than the enterprise portfolio-level forecasting in Search Ads 360. learn.microsoft.com

My recommendation: For a large enterprise advertiser where the requirement is genuinely pre-rollout forecasting of bid-strategy changes, start with Search Ads 360. If you need cross-platform optimization, custom rules, and bulk governance, evaluate Optmyzr alongside it.

If you tell me whether you're running Google, Microsoft, Meta, Amazon, or multiple platforms, I can narrow this to the 2–3 tools that best match your setup.

For a small agency managing dozens of client ad accounts, I’d shortlist these—but Smartly is the strongest all-around fit if you want optimization and reporting in one system.

My recommendation: Smartly

Smartly is built specifically for agencies managing multiple advertisers. It can manage campaigns across multiple accounts from a centralized workspace, automate campaign changes, optimize budgets, and provide unified cross-channel reporting. www.smartly.iodocs.smartly.io

Particularly useful at your scale:

• Multi-account management — manage multiple Meta accounts from a single view rather than jumping between Ads Managers. www.smartly.iodocs.smartly.io
• Automated optimization — rules/triggers can pause poor performers, scale winners, and automate budget adjustments. www.smartly.io
• Cross-channel reporting — consolidate performance across channels into customizable dashboards. www.smartly.io
• Google + Meta + TikTok + Pinterest + Snapchat + others — useful if your clients aren't all on one platform. www.smartly.iodocs.smartly.iodocs.smartly.io
• Agency-oriented workflows — Smartly explicitly positions its platform around agencies managing multiple clients and scaling reporting. www.smartly.io

But I'd choose based on your setup

The important distinction is that reporting software and optimization software solve different problems. If your biggest pain is spending hours every week checking 30–50 accounts, you want automation that actually takes actions, not merely a dashboard that tells you what happened.

For example, Smartly's automation can use performance conditions to change campaigns and its Predictive Budget Allocation can dynamically shift budget based on performance. docs.smartly.io

For a small agency, I'd avoid immediately buying an enterprise-sized stack. I'd first test Smartly against your actual workflow on perhaps 3–5 representative clients: one Meta-heavy, one Google-heavy, and one multi-channel account. Measure how many hours it eliminates from weekly optimization/reporting and whether its automated decisions meet your quality bar.

If you tell me which platforms you manage (Meta, Google, TikTok, LinkedIn, etc.), roughly how many accounts, and whether your bigger headache is optimization or client reporting, I can narrow this down to the 2–3 tools I'd actually consider for your agency, including approximate pricing and tradeoffs.

For finding wasted spend specifically from the broad match + Smart Bidding combination, I’d prioritize tools that can inspect:

• Search term waste (irrelevant queries triggered by broad match)
• Conversion signal quality (what Smart Bidding is optimizing toward)
• Spend by query/theme, not just campaign-level ROAS
• Negative keyword gaps
• Bid strategy health (tCPA/tROAS learning issues, low-quality conversion volume)

My shortlist:

My picks by scenario

• $10k–$100k/month Google Ads spend:

Start with Optmyzr + a human review of Search Terms. Automated tools are good at surfacing anomalies, but the decision to keep broad match usually depends on business intent and conversion quality. Conner Crowe

• Agency managing many accounts:

Optmyzr or TrueClicks are better because you need repeatable audits and alerts across accounts. Not Fair

• Need a quick “where is money leaking?” report:

COREPPC, AdSentry, or CampaignRx are closer to that use case. CorePPC AdSentry CampaignRx

The audit checks I’d insist on

Regardless of tool, I’d want the output to answer:

1. What percentage of spend came from broad-match queries with no conversions?
2. Which search terms spent money but failed CPA/ROAS targets?
3. Are conversions being optimized toward real business outcomes or low-value events?
4. Is Smart Bidding learning from enough clean conversion volume?
5. Are negative keywords preventing repeat waste?

A lot of “broad match is bad” diagnoses are actually conversion tracking + Smart Bidding signal problems. Broad match can work when Google has strong conversion data; it tends to struggle when the algorithm is optimizing toward noisy or sparse signals. Google Reddit

If you tell me your monthly spend, lead gen vs ecommerce, and whether you use tCPA or tROAS, I can narrow this to the 2–3 tools most likely to find real waste.

Yes. If you mean “analyze what the bidding automation is actually doing, identify where it’s spending inefficiently, and flag specific budget-waste opportunities”, there are platforms for this.

Best fit: Optmyzr

optmyzr.com is probably the closest match to what you're describing.

It can sit on top of Google Ads/Microsoft Ads and:

• Analyze automated bidding such as Target CPA, Target ROAS, and Maximize Conversions. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization
• Find non-converting search queries, keywords, placements, and PMax listing groups that are consuming spend. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization
• Detect performance anomalies rather than simply notifying you whenever a metric changes. Optmyzr Google Ads Optimization
• Analyze why performance changed using its PPC Investigator/cause analysis. Optmyzr Google Ads Optimization
• Project spend and identify campaigns where additional budget is unlikely to generate additional volume. Optmyzr Google Ads Optimization Optmyzr Help Center
• Layer rules/automation over Google's Smart Bidding rather than replacing it outright. Optmyzr Google Ads Optimization Optmyzr Google Ads Optimization

That's materially different from Google's own recommendations. Google Smart Bidding operates at auction time and considers contextual signals such as query, device, browser, language and time of day; Google's native recommendations can suggest changes to bidding targets, but they aren't really designed as an independent “is the bidding algorithm wasting money?” auditor. Google Google Help

The interesting gap

If you're asking because you're considering building something, I think there's a potentially interesting product distinction:

“Bid strategy auditor” rather than “bid optimizer.”

For example, instead of automatically changing bids, the platform could produce findings like:

• $18.4K spent with no incremental conversion signal
• Target CPA strategy is systematically overbidding on this query cluster
• 23% of spend is going to segments with CPA >2× account target
• PMax is allocating disproportionately to low-value traffic
• Campaign has budget headroom, but increasing budget is unlikely to produce incremental conversions
• Automated bid changes increased CPC 31% without corresponding conversion-rate improvement
• This campaign's apparent ROAS improvement is coming from conversion mix rather than incremental revenue
• These 14 campaigns are competing for essentially the same auction inventory

That last layer—attribution of waste specifically to the behavior of the automated bidding system—is less common than generic PPC optimization.

If that's what you're exploring, I can also map out the existing competitors in this exact niche and where there is still a product gap.

If you mean a tool that can find wasted spend caused by inactive, stale, or outdated ad extensions and assets, you’re usually looking for a Google Ads audit/optimization tool rather than a general analytics tool.

Common options include:

• Google Ads Recommendations & Asset Reports — built into Google Ads. It can surface underperforming assets, removed/paused items, and asset-level performance issues.
• Google Ads Editor — useful for bulk auditing extensions/assets, finding old campaigns, and cleaning up inactive items.
• PPC audit tools such as Optmyzr or Adalysis — these can flag account hygiene issues, underperforming ads/assets, and optimization opportunities.
• AI audit tools such as AdLark or similar Google Ads auditors can scan accounts for wasted spend patterns and budget leaks. AdLark App

If you specifically mean inactive/outdated ad extensions and assets, look for audit features that check:

• unused sitelinks, callouts, snippets, images, and videos
• assets with spend but no conversions
• old promotions or expired offers
• low-performing responsive search ad assets
• duplicate or conflicting extensions
• assets attached to paused/dead campaigns

For an enterprise PPC workflow, the closest fit is typically a Google Ads account audit tool + asset performance report, rather than a standalone “wasted spend” detector. adpredictor.ai app.adlyse.com

Yes. There are tools that can do this, but they fall into a few different categories. The best choice depends on whether you mean paid social creative analysis (Meta/TikTok/etc.) or search ads quality/CTR optimization (Google Ads Quality Score).

Tools that analyze creative performance and budget waste

If your main question is:

"Which ads are eating budget but not producing results?"

Look for a creative intelligence / media optimization tool. It should connect to your ad accounts and rank ads by:

• Spend
• CTR
• CPM
• CPC
• CPA/CPL
• ROAS
• Conversion rate
• Frequency (creative fatigue)
• Placement performance
• Audience breakdown

Tools like Motion, Madgicx, and Segwise are aimed more at this use case. Hawky Segwise

If your issue is Google Ads Quality Score

You want PPC auditing tools rather than creative AI tools. They look at:

• Low Quality Score keywords
• Below-average expected CTR
• Poor ad relevance
• Landing page experience
• Search terms wasting spend

Adalysis and Optmyzr are examples built around this workflow. AdToolScout Dupple

AI creative scoring tools (useful but different)

Some tools score creatives before launch, predicting which designs/hooks may perform better. For example, AdCreative.ai assigns creative performance scores, and similar tools use historical ad data or attention models. These are useful for filtering ideas, but they generally cannot replace real spend data from your own campaigns. Official A.I Ranking Multilinear

A practical setup many performance teams use

1. Pull live ad data from Meta/Google/TikTok.
2. Identify ads with: - high spend + below-account-average CTR
3. high CPC
4. high CPA
5. declining conversion rate
6. Tag creative attributes: - hook
7. offer
8. format
9. first 3 seconds (video)
10. CTA
11. Kill losers and generate new variants from winners.

If you tell me which platform you’re running (Meta, Google Search, TikTok, LinkedIn, Amazon) and roughly your monthly ad spend, I can narrow this down to the tools that are actually worth paying for.

Yes. This has become a fairly active category, especially for Google Shopping and Performance Max accounts. There are three levels of sophistication:

1. Purpose-built Shopping audit tools (best for finding wasted spend)

These connect to Google Ads and Merchant Center with read-only access and specifically look for:

• Search queries with spend but no conversions
• Products ("vampire SKUs") that consume budget without sales
• Missing negative keyword opportunities
• Feed issues that cause poor query matching
• Budget concentration on low-ROAS products

Examples include:

• AdTool (myWebHero) – focuses heavily on Shopping accounts and reports non-converting search terms, wasted spend by product, feed health, and Merchant Center issues. MyWebHero
• AdTunez – identifies zero-conversion keywords, product budget dominance, and high-converting search terms that should be promoted. Adtunez Softtrix
• AdSentry – AI-powered audits with estimated dollar value of wasted spend and negative keyword recommendations. AdSentry

2. PPC optimization platforms

These continuously monitor accounts rather than performing one-off audits.

Examples:

• Optmyzr
• Karooya
• Opteo
• TrueClicks
• Campaign Owl

These generally provide:

• recurring search term reviews
• automated alerts
• negative keyword suggestions
• account health scoring
• optimization workflows

Campaign Owl, for example, includes AI search term classification and estimates the financial impact of issues. Campaign Owl

3. AI-powered assistants

A newer category is AI agents that:

• classify every search term by intent
• estimate wasted spend
• suggest negatives
• sometimes even prepare changes for approval

Examples include:

• BidSense BidSense
• Cloudginny Cloudginny
• Dina Dina

These are closer to "AI PPC analysts" than traditional dashboards.

What I'd actually want from a tool

If I were choosing one today, I'd expect it to answer questions like:

Simply flagging "low CTR" or "low ROAS" is much less actionable.

If you're thinking about building one

There's still room for a differentiated product because most current tools are rule-based. A stronger AI system could:

• understand semantic relevance instead of relying only on conversions
• identify patterns across thousands of search queries
• cluster irrelevant searches automatically
• estimate confidence before recommending negatives
• explain why a query is a poor fit
• generate Google Ads Editor bulk uploads
• prioritize fixes by expected ROI rather than by spend alone

That moves beyond an audit into a decision-support tool.

If you're considering this as a SaaS, I think there's demand—particularly among agencies and Shopify merchants spending $5k–$100k/month on Shopping campaigns—provided it saves significant manual review time and produces recommendations users trust.