Which tool should you use to manage Google, Meta, TikTok and LinkedIn ads?
Each platform’s free manager, an agency, a specialist tool or an AI-driven multi-platform ads manager: four ways to run campaigns, which do not cost the same and do not suit the same accounts. Here is what each one covers, according to the vendors’ own public pages.
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Which tool should you choose to manage your online ads?
With a single platform and time to spare, the free native manager (Meta Ads Manager, Google Ads) is enough. Without time or expertise, an agency often charges 10 to 20% of spend. Rule-based tools such as Optmyzr mainly serve experts. For several platforms and no in-house expert, an AI-driven multi-platform ads manager such as SaveAds brings the accounts together and proposes explained actions.
Native managers: free, but one platform at a time
Meta Ads Manager and the Google Ads interface charge no tool fee: you only pay for delivery. They are also the most complete tools for their own platform, since every new feature lands there first.
Their limit is structural: each one only sees its own platform. Comparing the cost of a customer from Google with one from Instagram means exporting the figures and cross-checking them by hand.
- Meta Ads Manager — Facebook and Instagram. Automated rules (pause, adjust a budget or bid, send an alert) that you set up yourself, and Advantage+ campaigns that hand targeting, placements and budget to Meta’s AI.
- Google Ads and Google Ads Editor — Google’s networks only. Editor is a free Windows and Mac application that works offline and edits several accounts in bulk. Auto-apply recommendations are switched on type by type: they do not raise your budget, but can broaden keyword match types and change the bidding strategy.
An agency or freelancer: time you buy, not a tool
A PPC agency or freelancer runs the campaigns for you. French agencies that publish their rates most often quote 10 to 20% of ad spend, or a monthly fee starting at a few hundred euros.
It is the right choice when strategy, creatives and follow-up must all be handled together. The point to check is ownership: your ad accounts, your data and the change history must stay yours if you switch provider.
Specialist tools: powerful, but built for one profile
Several vendors add an automation layer on top of the platforms. Their public pages describe tools that target neither the same platforms nor the same users:
- Optmyzr — Google Ads, Microsoft Ads, Amazon Ads, Meta and LinkedIn. Rules, audits, bidding and reports, built for PPC experts and agencies. Priced by monthly spend; 14-day trial.
- Madgicx — Focused on Meta ads, with Google Ads, GA4, TikTok, Shopify and Klaviyo integrations. Priced by spend, shown inside the app; 7-day trial.
- Birch (formerly Revealbot) — Meta, Google Ads, Snapchat and TikTok. Advanced automated rules and bulk ad launching; 14-day trial.
- AdEspresso — Facebook and Instagram, from $49 a month for up to $1,000 of monthly spend; 14-day trial.
- Ryze AI — Google, Meta, TikTok and LinkedIn. An “AI marketer” that applies changes itself, at $89 a month with no percentage of spend; 7-day trial.
AI-driven multi-platform ads managers: where SaveAds fits
SaveAds brings Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, Snapchat Ads and Search Console into one view, ties spend to the conversions, orders and phone calls actually received, then proposes optimisations backed by their figures. You choose the autonomy level, from analysis only to autopilot, and safeguards are enforced server-side.
SaveAds writes to Google Ads today; on Meta, TikTok and LinkedIn, creation and optimisation are being activated, and Snapchat is read-only. The Free plan covers 1 connected account and 5 AI credits a month, with no time limit; Pro costs €49 ($59) a month, Business €99 ($119), and Enterprise is on quote.
Choosing with four questions
The right tool follows from your account, not from a ranking:
- How many platforms? — Just one: start with its native manager. Two or more: the shared view becomes the real gain.
- Who decides? — A PPC expert will get the most from a rule-based tool; a business owner without an expert needs explained recommendations, not more levers.
- What do you measure? — If your customers call or buy offline, a tool that only counts clicks optimises the wrong thing.
- What budget? — A percentage of spend weighs heavily as the budget grows; a flat subscription weighs heavily on an account that spends little.
What this comparison does not do
- It does not rank the tools and cites no rating or review: the right choice depends on the account, not on a podium.
- Other vendors’ platforms, prices and trials are those of their public pages on the date shown. They change: check them before deciding.
- It does not repeat prices that a vendor does not display itself: the figures circulating on third-party sites do not agree.
- It does not claim SaveAds suits everyone: to write to Meta or TikTok from a third-party tool today, or for an Amazon Ads account, other tools are a better fit.
Frequently asked questions
What is an ads manager?
- A tool for creating, tracking and optimising advertising campaigns. Each platform has its own (Meta Ads Manager, Google Ads); a third-party ads manager such as SaveAds brings several of them into one interface.
Is there a free ads manager?
- Yes: Meta’s and Google’s managers are free, but limited to their own platform. SaveAds has a Free plan with no time limit, for 1 connected account — the platform of your choice — and 5 AI credits a month.
Which tool manages Google Ads and Meta Ads together?
- A multi-platform tool. According to their public pages, Optmyzr, Birch, Ryze AI and SaveAds cover both; they differ in the profile they target, their ability to change each platform, call tracking and price.
Can software replace an agency?
- Not entirely. Software analyses, recommends and applies within limits; it does not design your creatives or your brand strategy. It does let you go longer without an agency, or keep closer control over its work.
Put your platforms in one view, for free
Connect one ad account on the Free plan and compare on your own figures.