Suggestions appear as you type. Use the up and down arrows to choose one and Enter to open it.

This page's audience our own tag's counts — open to see them
–Visits
–Page views
–Clicks to vendors
–Time on page
–Reading now
Clicks to vendors, by tool
  • –
Top countries
  • –
Devices
  • –

– · visits, page views and clicks counted by our own tag, which counts more than our checked analytics; every figure rounded down · how we count

Head-to-head · Paid Search Advertising Software

Google Keyword Planner vs WordStream Free Keyword Tool

  • Updated Oct 2026
  • Both researched from official sources
  • 1 check side by side
Google Keyword Planner #4 in Paid Search Advertising Software 7.9/10 Free plan Free plan✓ 0 of 5 features Visit Google Ads
WordStream Free Keyword Tool #5 in Paid Search Advertising Software 7.9/10 Free plan Free plan✓ 0 of 5 features Visit WordStream

Google Keyword Planner leads on 0 checks, WordStream Free Keyword Tool on 0, and 1 is even. Who comes out ahead on the 1 yes/no, price and count check where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Free planboth

Google Keyword Planner and WordStream Free Keyword Tool score identically on our rubric (7.9 out of 10) for paid search advertising software; Google Keyword Planner sits at #4 and WordStream Free Keyword Tool at #5 in our editorial ranking, so the choice comes down to fit.

Google Keyword Planner is the better fit for advertisers planning Google Ads keywords and budgets. WordStream Free Keyword Tool is the better fit for small teams needing free keyword ideas and estimates.

  • Google Keyword Planner fits best

    Advertisers planning Google Ads keywords and budgets

  • WordStream Free Keyword Tool fits best

    Small teams needing free keyword ideas and estimates

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 7.9/10 Visit ↗ WordStream Free Keyword Tool 7.9/10 Visit ↗
At a glance
Editor score 7.9 7.9
Ranking #4 in Paid Search Advertising Software #5 in Paid Search Advertising Software
Best for Advertisers planning Google Ads keywords and budgets Small teams needing free keyword ideas and estimates
Pricing model Free Free
Starting price Free plan Free plan
Free plan ✓ ✓
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Docs Docs
Built for Small business, Mid-market, Enterprise Small business
Features Google Keyword Planner 0/5 · WordStream Free Keyword Tool 0/5
Automated bidding Not checked yet Not checked yet
Budget pacing Not checked yet Not checked yet
Keyword discovery Not checked yet Not checked yet
Bulk editing Not checked yet Not checked yet
Ad experiments Not checked yet Not checked yet
Specs
Ad platforms Not checked yet Not checked yet
Our review
Pros
  • Generates ideas from keywords, websites, landing pages, and product categories
  • Shows search-volume estimates, trends, competition, and suggested bids
  • Forecasts clicks, impressions, conversions, and costs
  • Free access to keyword ideas, volume, competition, and bid ranges
  • Industry and location filters plus full-list CSV export
  • Google Ads keyword workflow supports campaign planning
Cons
  • Requires a Google Ads account setup with billing information
  • Supports planning, not campaign execution and management
  • Access to keyword suggestions is tied to Google Ads
  • Focused on keyword research rather than campaign management
  • Full keyword list is delivered by email as a CSV
  • Web-only access with documentation as the listed support channel
Our verdict

Google Keyword Planner is a keyword research and forecasting tool within Google Ads, aimed at advertisers planning search campaigns. It can generate ideas from keywords, websites, landing pages, and product categories, then show estimated…

Read the review →

WordStream Free Keyword Tool is a web-based keyword research utility from WordStream by LocaliQ. It serves businesses, marketers, and agencies that need ideas for SEO, PPC, or AI-search research without a paid subscription. Users can enter…

Read the review →
  1. Google Keyword PlannerPaid Search Advertising Software 7.9Free plan
  2. WordStream Free Keyword ToolPaid Search Advertising Software 7.9Free plan

Strengths and trade-offs

  • Google Keyword Planner — where it wins

    • Generates ideas from keywords, websites, landing pages, and product categories
    • Shows search-volume estimates, trends, competition, and suggested bids
    • Forecasts clicks, impressions, conversions, and costs

    Where it doesn't

    • Requires a Google Ads account setup with billing information
    • Supports planning, not campaign execution and management
    • Access to keyword suggestions is tied to Google Ads

  • WordStream Free Keyword Tool — where it wins

    • Free access to keyword ideas, volume, competition, and bid ranges
    • Industry and location filters plus full-list CSV export
    • Google Ads keyword workflow supports campaign planning

    Where it doesn't

    • Focused on keyword research rather than campaign management
    • Full keyword list is delivered by email as a CSV
    • Web-only access with documentation as the listed support channel
  • Google Keyword Planner7.9/10 · Free plan

    A free planning tool for Google Ads keywords, bids, and campaign forecasts—not campaign management.

    Visit Google AdsFull verdict →
  • WordStream Free Keyword Tool7.9/10 · Free plan

    A free web tool for keyword ideas, estimates, filters, exports, and Google Ads handoff.

    Visit WordStreamFull verdict →

More comparisons

All paid search advertising software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update