10 Best Free Google Ads Tools [2026]

Short answer: Google's own free tools come first. Keyword Planner is for research, Google Ads Editor for bulk changes, Google Ads scripts for automation, and Looker Studio for reports. Add the free WordStream Google Ads Grader for a health check. SEO Runway's 14-day trial lets you run a Gemini audit with one-click fixes and mine search terms for wasted spend. For paid tools, see our Google Ads management tools.

Disclosure: SEO Runway is our product. We ranked it using the same criteria as every other tool, and noted where others do better.

Quick picks

• Best free research: Google Keyword Planner
• Best free bulk editing: Google Ads Editor
• Best free automation: Google Ads scripts
• Best free trial with AI audits: SEO Runway
• Best free health check: WordStream Grader

Free Google Ads tools compared

How we chose these tools

We included tools that are free or have a meaningful free trial, and compared what's free, the limits and whether a card is needed.

1. Google Keyword Planner: best free research

Verdict: keyword ideas, volume ranges and bid estimates from Google.

2. Google Ads Editor: best free bulk editing

Verdict: a desktop app for fast bulk changes offline.

3. Google Ads scripts: best free automation

Verdict: automate alerts, reports and bids with JavaScript, using free community scripts.

4. Looker Studio: best free reports

Verdict: build Google Ads dashboards for free.

5. SEO Runway (14-day trial): best free trial with AI audits

Verdict: connect Google Ads, run a Gemini audit and apply fixes in one click, mine search terms for waste and negatives, edit campaigns with changes written back to Google Ads, and generate RSA copy, free for 14 days.

After the trial: Google Ads from $29/month. See plans.

6. WordStream Grader: best free health check

Verdict: a free report card on wasted spend and best practices.

7. Optmyzr (trial): try the specialist suite

Verdict: test a full PPC optimisation suite before paying.

8. SpyFu (free searches): free competitor ads

Verdict: peek at competitors' keywords and ads.

9. Semrush (free account): limited free research

Verdict: a few free PPC research lookups daily.

10. Karooya (free tools): free waste checks

Verdict: free tools for spotting wasted spend.

A free weekly optimisation routine

1. Search terms report: add negatives for irrelevant queries.
2. Budgets: check pacing and limited campaigns.
3. Conversions: confirm tracking still works.
4. Ads: pause clear losers and add one new headline to test.
5. Recommendations: review Google's suggestions and turn off auto-apply for risky ones.

Related free tools

• Free keyword research tools

Frequently asked questions

Are there free Google Ads optimisation tools?

Yes. Google Ads Editor, scripts and the built-in recommendations are free, the WordStream Grader gives a free audit, and several paid tools offer free trials.

Is Google Ads Editor free?

Yes. It's a free desktop app from Google for Windows and Mac.

Do I need paid tools for Google Ads?

Not for small accounts. Paid tools save time once you manage several campaigns or spend more than you can review by hand.

The bottom line

• Always free: Keyword Planner, Ads Editor, scripts and Looker Studio.
• Free health check: WordStream Grader.
• AI audits with one-click fixes, free for 14 days: SEO Runway.

Start a 14-day free trial of SEO Runway, or see the Google Ads workspace.