Free Tools to Help You with Pay Per Click Advertising

If your pay-per-click (PPC) campaigns are falling flat, and you are looking to drive more leads and boost your return on investment (ROI) - I’ve got good news for you.

There are tonnes of free tools out there designed to help marketers and business owners conduct PPC experiments, improve the quality of their PPC ad copy, and push their websites to the top of Google search results.

I’ve listed a few of my favourites below.

Tools for keyword research

You can’t create a successful PPC campaign without conducting some savvy keyword research. Fortunately, there are plenty of highly reliable tools out there designed to keep you up-to-date on the latest keyword trends and help you stay ahead of competitors.

These include:

Google Search Console

Google Search Console should be every marketer’s go-to PPC research and optimisation tool. Crammed full of features, it includes an excellent keyword insight tool, traffic and performance analytics, problem-fixing options, and much more!

You will need a Google Ads account to use this tool. However, you do not need to invest in Google Ads to access the feature.

Once you have logged in, you can search for popular keywords and phrases related to your goods and services. It will generate key stats about how often particular search terms are used and an estimate for how much each keyword will cost.


Ubersuggest is great for generating keyword suggestions (including primary and long-tail options) if you lack inspiration. Its competitor analysis is also very valuable if you’re operating within a niche market.

Answer The Public

Answer The Public uses autocomplete data to develop valuable insights about human search behaviour – great if you want to get ahead of the curve.

Tools for perfecting ad copy

As well as conducting PPC A/B testing to test the efficacy of your ad copy, you must ensure you’re your spelling and grammar are perfect. This is where Grammarly – an excellent proofing tool – could prove seriously useful!

Tools for getting your landing page just right

When conducting PPC tests, you must remember to test the speed of your site using a tool such as PageSpeed Insights to ensure you’re offering a premium user experience. A site such as Unbounce could also ensure that your landing pages are as visually appealing, functional, and well-written as possible.

Tools to help you get to know your audience

No PPC strategy is complete without market research.

This is where a tool such as Spark Toro comes in. With just a few clicks, you can find out valuable information such as what kind of articles, podcasts, and videos your audience consumes, as well as the kind of accounts they follow on social media.

There are plenty more free tools out there, but I hope the above helps you on your way to pay per click perfection!

Stacey Pledge

About Stacey Pledge

I'm a PPC Specialist helping clients across the UK, Europe and the US get the best from their pay-per-click campaigns and reach their business goals.

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