The essentials
- The free foundation: Google Ads, Google Ads Editor, the Keyword Planner, GA4 and Google Tag Manager for conversion tracking, and the native reports.
- The techniques that count: account structure by intent, negative keywords, well-fed automated bidding, ad testing, extensions, dedicated landing pages.
- The paid tools worth having: a competitive intelligence tool (Semrush, SpyFu) on a one-off basis, an alerting and multi-account reporting tool, and possibly Optmyzr for scripts.
- The trap: adding tools before you have reliable conversion tracking.
The aim of SEA is pursued with a small number of tools, most of them free, and above all with techniques: account structure, negative keywords, the way you feed automated bidding, and testing. This article sets out the toolkit stage by stage of a campaign, the techniques that make the difference and an equipment plan based on budget. The mistakes to avoid are listed in the ten Google Ads mistakes.
The tools stage by stage
| Step | Native tools (free) | Third-party tools | Use |
|---|---|---|---|
| Research and scoping | Keyword Planner, Auction Insights, market statistics | Semrush, SpyFu, Ahrefs (competitors' ads, estimated CPCs) | Volumes, CPCs, seasonality, competitors; see the Keyword Planner |
| Creation and structure | The Google Ads interface, Google Ads Editor | Account templates, ad generators | Bulk work, duplication, CSV import; see Google Ads Editor |
| Conversion tracking | Google tag, Google Tag Manager, GA4 import, enhanced conversions, Consent Mode | Call tracking, connected CRM | The basis of any optimisation; see GTM and Google Ads |
| Optimisation | Recommendations (to be sorted), Smart Bidding, experiments, search terms, automated rules | Google Ads scripts, Optmyzr, Adalysis | Bidding, exclusions, testing, alerts |
| Landing pages | None (the site) | Landing page builders, A/B testing tools | Conversion rate, Quality Score |
| Reporting and management | Google Ads reports, Looker Studio | Multichannel management platform (GreenRed), agency reporting tools | Cost per contact, return on investment, alerts; see the Google Ads KPIs |
The techniques that make the difference
- Structure by intent: one campaign per objective and per budget, ad groups on tightly defined themes, ads that pick up the terms of the group; see structuring a Google Ads account.
- Exclude relentlessly: a weekly review of search terms and negative keyword lists shared between campaigns. It is the technique with the best return on small business accounts.
- Feed automated bidding: Smart Bidding is only worth the quality of the conversions you give it (precise events, values, enhanced conversions, at least 30 a month); see automated bidding.
- Test continuously: two or three responsive ads per group with pinned assets tested, and campaign experiments for bidding changes; see Google Ads A/B testing.
- Look after the Quality Score: ad-keyword relevance, expected click-through rate, page experience; see improving the Quality Score.
- Use every extension (asset): sitelinks, callouts, structured snippets, call, location, price; they increase the surface area and the click-through rate.
- Dedicate the landing pages: one page per theme, consistent with the ad, fast, with a single call to action.
- Automate monitoring: scripts or a platform so you are alerted to an exhausted budget, a disapproved ad or a cost per conversion going off track; see Google Ads scripts.
Third-party tools: when they are justified
| Tool | What it brings | Indicative 2026 price | When |
|---|---|---|---|
| Semrush, SpyFu, Ahrefs (advertising module) | Competitors' ads, keywords and estimated budgets | $40 to $140 / month, one month is enough | Scoping a campaign, quarterly monitoring |
| Optmyzr, Adalysis | One-click optimisations, ready-made scripts, alerts, reports | From $200 / month | Agencies and accounts spending several thousand euros a month |
| Call tracking tool | Attributing calls to campaigns and keywords | €30 to €150 / month | Businesses where the phone converts |
| Landing page builder | Dedicated pages without a developer, A/B testing | €30 to €100 / month | Several offers or campaigns |
| Multichannel management platform | Google Ads linked to SEO, social and GA4, alerts, overall cost per contact | Subscription | A business owner or agency managing several channels; see GreenRed: the complete guide |
An equipment plan based on media budget
- Less than €1,000 per month: native tools only, Google Ads Editor to save time, GTM for conversions, and a dashboard to read the cost per contact. All the effort goes into negative keywords and landing pages.
- €1,000 to €5,000 per month: add a one-off competitive intelligence tool, call tracking if relevant, two or three alert scripts, and regular experiments.
- More than €5,000 per month or several accounts: an optimisation tool (Optmyzr), automated multi-account reporting, and possibly a provider; see choosing an SEA provider.
The order of priorities
Before any tool, three prerequisites: reliable conversion tracking (tested, with values), a readable account structure, and a living negative keyword list. An account without those three foundations will get nothing out of a €200-a-month optimisation tool; an account that has them already gets the essentials from the free tools. The techniques are covered in detail in SEA strategy.
How GreenRed helps
Rather than juggling several tools, GreenRed's Google Ads module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
Which free tools are enough to manage Google Ads?
Google Ads itself, Google Ads Editor for bulk work, the Keyword Planner for research, Google Tag Manager and GA4 for conversion tracking, and Looker Studio or a dashboard for reporting. For a small business with a monthly budget below €1,000, these tools cover every need.
Do you need an optimisation tool such as Optmyzr?
For a small business account, rarely: the native recommendations, free scripts and a weekly review are enough. These tools are justified for agencies and for accounts spending several thousand euros a month, where the time saved and the alerts make up for the $200 a month.
Which SEA technique pays off best?
Managing negative keywords: a weekly review of search terms and shared exclusion lists generally removes 10 to 30% of off-target spend on a small business account. It comes before bidding, ads and tools.
How do you spy on competitors' Google Ads campaigns?
Google Ads Auction Insights shows who is bidding on your keywords and your impression share. Third-party tools (Semrush, SpyFu, Ahrefs) estimate competitors' keywords, ads and budgets from samples of results; a one-month subscription is enough for scoping. Google's Ads Transparency Centre shows an advertiser's active ads.