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Head-to-head · Ad Management

Smartly vs Google Keyword Planner

  • Updated Oct 2026
  • Both researched from official sources
  • 1 check side by side
Higher score Smartly #5 in Ad Management 8.7/10 Pricing on request ✓ 0 of 2 features Visit Smartly
Google Keyword Planner #8 in Ad Management 7.8/10 Free plan Free plan✓ 0 of 2 features Visit Google Ads

Smartly leads on 0 checks, Google Keyword Planner 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

  • Highest scoreSmartly · 8.7/10
  • Free planonly Google Keyword Planner

Smartly scores higher on our rubric for ad management: 8.7 against 7.8 out of 10; our editors rank them #5 and #8.

Smartly is the better fit for brands coordinating cross-channel campaign and creative work. Google Keyword Planner is the better fit for advertisers planning keywords for Google Ads.

  • Smartly fits best

    Brands coordinating cross-channel campaign and creative work

  • Google Keyword Planner fits best

    Advertisers planning keywords for Google Ads

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 Smartly 8.7/10 Visit ↗ Google Keyword Planner 7.8/10 Visit ↗
At a glance
Editor score 8.7 7.8
Ranking #5 in Ad Management #8 in Ad Management
Best for Brands coordinating cross-channel campaign and creative work Advertisers planning keywords for Google Ads
Pricing model Paid Free
Starting price Pricing on request Free plan
Free plan Not checked yet ✓ (best)
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Features Smartly 0/2 · Google Keyword Planner 0/2
Campaign automation Not checked yet Not checked yet
Client account management Not checked yet Not checked yet
Specs
Ad channels Not checked yet Not checked yet
Reporting exports Not checked yet Not checked yet
Included team seats Not checked yet Not checked yet
Supported platforms Not checked yet Not checked yet
Our review
Pros
  • Manages campaigns across social, programmatic and other digital channels
  • Combines creative personalization with dynamic creative optimization
  • Automates workflows, rules, alerts and predictive budget allocation
  • Generates ideas from keywords, websites, landing pages, and product categories
  • Shows estimated monthly searches, historical trends, and competition
  • Forecasts clicks, impressions, conversions, and costs from campaign settings
Cons
  • Pricing is specified through an Order Form rather than public plans
  • Fees may depend on ad spend, impressions or other contract terms
  • The listed platform availability is web only
  • Requires Google Ads account setup and billing information for basic suggestions
  • Focuses on keyword planning rather than managing live campaigns
  • Access and features are centered on the Google Ads ecosystem
Our verdict

Smartly brings campaign management, creative production, optimization and reporting together for brands, agencies, performance teams and creative teams. Its focus is coordinating work across digital advertising channels rather than…

Read the review →

Google Keyword Planner is a free resource within Google Ads for advertisers researching keywords for search campaigns. It suits people preparing a Google Ads campaign who need to explore search terms, estimate demand, and plan bids before…

Read the review →
  1. SmartlyAd Management 8.7Pricing on request
  2. Google Keyword PlannerAd Management 7.8Free plan

Strengths and trade-offs

  • Smartly — where it wins

    • Manages campaigns across social, programmatic and other digital channels
    • Combines creative personalization with dynamic creative optimization
    • Automates workflows, rules, alerts and predictive budget allocation

    Where it doesn't

    • Pricing is specified through an Order Form rather than public plans
    • Fees may depend on ad spend, impressions or other contract terms
    • The listed platform availability is web only

  • Google Keyword Planner — where it wins

    • Generates ideas from keywords, websites, landing pages, and product categories
    • Shows estimated monthly searches, historical trends, and competition
    • Forecasts clicks, impressions, conversions, and costs from campaign settings

    Where it doesn't

    • Requires Google Ads account setup and billing information for basic suggestions
    • Focuses on keyword planning rather than managing live campaigns
    • Access and features are centered on the Google Ads ecosystem
  • Smartly8.7/10 · Pricing on request

    Cross-channel campaign, creative, optimization and reporting workflows in one web platform.

    Visit SmartlyFull verdict →
  • Google Keyword Planner7.8/10 · Free plan

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

    Visit Google AdsFull verdict →

More comparisons

All ad management comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update