You don't need 15 tools. You need the right 5-6 that work together.
Here's a practical tech stack for AI-era PPC, organized by function.
Layer 1: The Platform (Free)
Google Ads + Google Ads Editor
Still the foundation. Editor is essential for bulk changes — far faster than the web interface for negative keywords, ad copy updates, and campaign restructuring.
Google Analytics 4
Your source of truth for on-site behavior. Connect it to Google Ads for audience building and conversion tracking.
Looker Studio (formerly Data Studio)
Free dashboards and reporting. Connect Google Ads, GA4, and other data sources. Good enough for most reporting needs.
Cost: $0
Layer 2: Optimization & Automation
Pick one platform that handles the tedious work.
Optmyzr (~$250-500/month)
Rule-based automation (budget pacing, bid adjustments, negative keyword management), one-click optimizations, script management without coding. Good for agencies and advertisers managing multiple accounts.
Adalysis (~$100-300/month)
Strong ad testing and analysis, search term management, Quality Score tracking. Good for advertisers focused on Search and Shopping.
Channable (varies)
Feed management and optimization, product-level automation. Good for ecommerce with large product catalogs.
You need one, not all three. Choose based on your primary channel and account complexity.
Layer 3: Competitive Intelligence
Semrush (~$130-500/month)
Competitor keyword analysis, ad copy monitoring, market share estimates. Also useful for SEO, making it good value if you do both.
SpyFu (~$40-80/month)
Budget-friendly competitor research, historical ad data, keyword overlap analysis. Good for smaller budgets or single-focus PPC.
Auction Insights (Free)
Built into Google Ads. Shows who you're competing against, impression share comparison. Use this first before paying for external tools.
Layer 4: AI Visibility Tracking
This is the new category. Track where you appear in AI responses.
Otterly.AI (~$50-200/month)
Tracks brand mentions across ChatGPT, Perplexity, Google AI Overviews. Share of voice vs. competitors, citation source analysis.
Manual monitoring (Free)
Weekly spot checks across ChatGPT, Perplexity, Google AI Overviews. Screenshot and log who gets cited. Time-consuming but free.
For most advertisers, manual monitoring is enough to start. Add a dedicated tool when AI visibility becomes a strategic priority.
The Minimum Viable Stack
If you're watching budget, start here:
This gets you functional. Add tools as specific pain points emerge.
The Professional Stack
For serious advertisers spending $20K+/month:
The Decision Framework
Before adding any tool, ask:
- What specific problem does this solve?
- How many hours per month will it save?
- Is there a free alternative that's 80% as good?
- Does it integrate with what I already use?
Tools should save time or provide insights you can't get otherwise. If a tool isn't actively saving you money or making you money, cancel it.
