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Head-to-head · PPC Software

Google Keyword Planner vs Microsoft Advertising

  • Updated Oct 2026
  • Both researched from official sources
  • 2 checks side by side
Higher score Google Keyword Planner #1 in PPC Software 8.8/10 Free plan Free plan✓ 0 of 3 features Visit Google Ads
Microsoft Advertising #6 in PPC Software 7.9/10 Free plan Free plan✓ 1 of 3 features Visit site

Google Keyword Planner leads on 0 checks, Microsoft Advertising on 0, and 2 are even. Who comes out ahead on the 2 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Keyword Planner · 8.8/10
  • Free planboth
  • Most featuresMicrosoft Advertising · 1 of 3

Google Keyword Planner scores higher on our rubric for ppc software: 8.8 against 7.9 out of 10; our editors rank them #1 and #6.

Google Keyword Planner is the better fit for advertisers planning Google Ads keywords and bids. Microsoft Advertising is the better fit for advertisers running campaigns across Microsoft ad formats.

  • Google Keyword Planner fits best

    Advertisers planning Google Ads keywords and bids

  • Microsoft Advertising fits best

    Advertisers running campaigns across Microsoft ad formats

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Google Keyword Planner 8.8/10 Visit ↗ Microsoft Advertising 7.9/10 Visit ↗
At a glance
Editor score 8.8 7.9
Ranking #1 in PPC Software #6 in PPC Software
Best for Advertisers planning Google Ads keywords and bids Advertisers running campaigns across Microsoft ad formats
Pricing model Free Free
Starting price Free plan Free plan
Free plan ✓ ✓
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Docs Live chat
Built for Small business, Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Google Keyword Planner 0/3 · Microsoft Advertising 1/3
Bid automation Not checked yet Not checked yet
Keyword research Not checked yet Not checked yet
Conversion tracking Not checked yet ✓ (best)
Specs
Ad channels Not checked yet Not checked yet
Report exports Not checked yet Not checked yet
Managed ad accounts Not checked yet Not checked yet
Our review
Pros
  • Generates keyword ideas from terms, websites, landing pages, and categories
  • Shows estimated monthly searches, trends, competition, and bid estimates
  • Forecasts clicks, impressions, conversions, and costs for campaign plans
  • Supports search, audience, shopping, video and Connected TV campaigns
  • Combines audience targeting and remarketing with conversion tracking
  • Automated bidding and budget pacing complement advertiser-set controls
Cons
  • Requires Google Ads account setup and billing information for keyword suggestions
  • Focuses on planning rather than managing full PPC campaigns
  • Support is listed through documentation
  • Campaign costs vary by bidding model rather than a fixed subscription
  • Campaigns are centered on Microsoft’s advertising network
  • Advertisers still need to set budgets, bids and performance targets
Our verdict

For advertisers preparing Google search campaigns, Google Keyword Planner helps turn search terms, websites, landing pages, or product categories into keyword ideas and campaign plans. It reports estimated monthly search volume, historical…

Read the review →

Microsoft Advertising gives businesses a way to promote products and services across Microsoft’s advertising network. Its campaign options cover search, display and native audience ads, shopping, video and Connected TV, making it relevant…

Read the review →
  1. Google Keyword PlannerPPC Software 8.8Free plan
  2. Microsoft AdvertisingPPC Software 7.9Free plan

Strengths and trade-offs

  • Google Keyword Planner — where it wins

    • Generates keyword ideas from terms, websites, landing pages, and categories
    • Shows estimated monthly searches, trends, competition, and bid estimates
    • Forecasts clicks, impressions, conversions, and costs for campaign plans

    Where it doesn't

    • Requires Google Ads account setup and billing information for keyword suggestions
    • Focuses on planning rather than managing full PPC campaigns
    • Support is listed through documentation

  • Microsoft Advertising — where it wins

    • Supports search, audience, shopping, video and Connected TV campaigns
    • Combines audience targeting and remarketing with conversion tracking
    • Automated bidding and budget pacing complement advertiser-set controls

    Where it doesn't

    • Campaign costs vary by bidding model rather than a fixed subscription
    • Campaigns are centered on Microsoft’s advertising network
    • Advertisers still need to set budgets, bids and performance targets
  • Google Keyword Planner8.8/10 · Free plan

    A free Google Ads planning tool for keyword ideas, bid estimates, and forecasts.

    Visit Google AdsFull verdict →
  • Microsoft Advertising7.9/10 · Free plan

    A free-to-use PPC platform with varied ad formats and usage-based campaign costs.

    Visit siteFull verdict →

More comparisons

All PPC software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update