Tools & Platforms Every PPC Specialist Should Use
Discover the essential tools and platforms every PPC specialist should use to plan, launch, and optimize high-performing ad campaigns. Perfect for beginners and pros alike.
Pay-Per-Click (PPC) advertising is one of the most effective ways to drive traffic, generate leads, and grow online businesses. But behind every successful PPC campaign, there’s a skilled PPC expert using the right tools to research, launch, monitor, and optimize ads. Whether you're new to PPC or looking to level up your performance, having the right toolkit is key to success.
In this blog, we'll break down some of the most important tools and platforms that every PPC specialist should use—and why.
Who is a PPC Specialist and What Do They Do?
Before diving into the tools, let’s quickly understand the role of a PPC specialist.
A PPC specialist is a digital marketing professional who manages paid advertising campaigns on platforms like Google Ads, Meta (Facebook), Instagram, LinkedIn, and more. Their job is to:
- Research keywords
- Create ad copy and design creatives
- Set up ad targeting and budgets
- Analyze campaign data
- Optimize ads for better ROI
They aim to make sure every rupee or dollar spent on ads delivers the best possible return. Now, to do this effectively, a PPC specialist must rely on several powerful tools and platforms.
1. Google Ads
Why it’s essential:
This is the most widely used PPC platform in the world. It allows advertisers to create search ads, display ads, shopping ads, and YouTube ads. Google Ads also comes with built-in features like keyword planner, ad scheduling, and conversion tracking.
Use it for:
- Running Google Search and Display Network ads
- Measuring ad performance through analytics
- Keyword research and bid strategy
2. Meta Ads Manager (Facebook & Instagram)
Why it’s essential:
As a PPC specialist, if you're targeting consumers, you can’t ignore Meta platforms. Ads Manager helps you create highly targeted campaigns based on user interests, behaviors, demographics, and more.
Use it for:
- Running ads on Facebook and Instagram
- Creating lookalike audiences
- A/B testing different creatives and formats
3. Google Keyword Planner
Why it’s essential:
This free tool from Google helps identify the most relevant and cost-effective keywords for your campaigns.
Use it for:
- Finding high-volume, low-competition keywords
- Understanding search trends
- Estimating cost-per-click (CPC)
4. SEMrush or Ahrefs
Why it’s essential:
Both are all-in-one SEO and PPC tools. They give in-depth competitor insights, keyword data, and ad strategies from other businesses in your niche.
Use it for:
- Spying on competitor PPC campaigns
- Keyword gap analysis
- Finding ad copy ideas that work
5. Google Analytics
Why it’s essential:
You can't improve what you don't measure. Google Analytics shows how users behave after clicking your ad. Are they converting? Leaving quickly? Spending time on certain pages?
Use it for:
- Tracking conversions
- Understanding user flow
- Setting up goals and funnels
6. Microsoft Ads (Bing Ads)
Why it’s essential:
Many overlook Bing, but it still holds a significant share of search traffic, especially in Western markets. Plus, clicks are often cheaper compared to Google Ads.
Use it for:
Targeting audiences that aren’t on Google
Running lower-CPC campaigns
Importing campaigns directly from Google Ads
7. Canva & Google Web Designer
Why it’s essential:
Visuals matter. Even the best-targeted ad won’t work without a good design. Canva is great for static images, and Google Web Designer is ideal for HTML5 banners and animations.
Use it for:
- Designing ad creatives
- Creating responsive banners
- Making social media ads visually appealing
8. Optmyzr or WordStream
Why it’s essential:
These are PPC automation tools that help manage and optimize campaigns more efficiently. They can automatically pause underperforming ads or suggest better bidding strategies.
Use it for:
- Saving time on repetitive tasks
- Getting AI-based optimization tips
- Enhancing performance with smart recommendations
9. Google Tag Manager
Why it’s essential:
It helps you manage and track multiple conversion tags without needing to update website code frequently.
Use it for:
- Adding Google Ads & Analytics tags
- Setting up custom event tracking
- Managing remarketing codes easily
10. ChatGPT or AI Copywriting Tools
Why it’s essential:
Writing fresh and effective ad copy regularly can be tough. Tools like ChatGPT help generate headline ideas, ad text variations, and even landing page content quickly.
Use it for:
- Brainstorming ad copy ideas
- Testing variations
- Speeding up content creation
Conclusion
For any PPC specialist, staying ahead means using the right tools at every stage—from planning and creating to launching and analyzing ads. While it’s tempting to rely on just one or two platforms, combining the power of these tools helps you save time, reduce wasteful ad spend, and improve your campaign ROI.
If you're serious about PPC success, start building your toolkit with these platforms. And remember—technology is only as powerful as the specialist using it. Master the tools, stay updated, and keep testing to get the best results.