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 · PPC Software

WordStream Free Keyword Tool vs Microsoft Advertising

  • Updated Oct 2026
  • Both researched from official sources
  • 2 checks side by side
WordStream Free Keyword Tool #4 in PPC Software 7.9/10 Free plan Free plan✓ 0 of 3 features Visit WordStream
Microsoft Advertising #6 in PPC Software 7.9/10 Free plan Free plan✓ 1 of 3 features Visit site

WordStream Free Keyword Tool 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

  • Free planboth
  • Most featuresMicrosoft Advertising · 1 of 3

WordStream Free Keyword Tool and Microsoft Advertising score identically on our rubric (7.9 out of 10) for ppc software; WordStream Free Keyword Tool sits at #4 and Microsoft Advertising at #6 in our editorial ranking, so the choice comes down to fit.

WordStream Free Keyword Tool is the better fit for small advertisers researching Google Ads keywords. Microsoft Advertising is the better fit for advertisers running campaigns across Microsoft ad formats.

  • WordStream Free Keyword Tool fits best

    Small advertisers researching Google Ads keywords

  • 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 WordStream Free Keyword Tool 7.9/10 Visit ↗ Microsoft Advertising 7.9/10 Visit ↗
At a glance
Editor score 7.9 7.9
Ranking #4 in PPC Software #6 in PPC Software
Best for Small advertisers researching Google Ads keywords 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
Integrations 1 integrations 3 integrations
Built for Small business Small business, Mid-market, Enterprise
Features WordStream Free Keyword Tool 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
  • Search by keyword or website URL for related suggestions
  • Shows search volume, competition, and top-page bid ranges
  • Filters by industry and location, with full-list CSV export
  • 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
  • Focused on keyword research rather than campaign management
  • Only the first 25 keywords appear immediately
  • Full keyword list is delivered by email as a CSV
  • 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

WordStream Free Keyword Tool helps businesses, marketers, and agencies find keyword ideas by entering a keyword or a website URL. Its audience includes small advertisers researching terms for Google Ads, as well as people doing SEO or…

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. WordStream Free Keyword ToolPPC Software 7.9Free plan
  2. Microsoft AdvertisingPPC Software 7.9Free plan

Strengths and trade-offs

  • WordStream Free Keyword Tool — where it wins

    • Search by keyword or website URL for related suggestions
    • Shows search volume, competition, and top-page bid ranges
    • Filters by industry and location, with full-list CSV export

    Where it doesn't

    • Focused on keyword research rather than campaign management
    • Only the first 25 keywords appear immediately
    • Full keyword list is delivered by email as a CSV

  • 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
  • WordStream Free Keyword Tool7.9/10 · Free plan

    A focused free tool for keyword ideas and bid-range research, not campaign management.

    Visit WordStreamFull 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