The verdict
If Google Ads already works for you and you want more of the same intent, test Microsoft Advertising. Use the Google Import tool, set a modest budget and compare cost per lead after a few weeks. The audience is smaller than Google's, so it will not grow a business alone.
If you already spend on one or both networks and checking them by hand takes too long, add Adalysis. It covers both.
I would not pay for Adalysis before you have meaningful spend. And I would not expect either tool to fix poor conversion tracking, so set that up first.
Side by side
| 7 points compared | ||
|---|---|---|
| Starts at | €126/mo | |
| Free plan | No | |
| API | No | Yes |
| MCP server | Yes | Yes |
| Multi-account management | Yes | Yes |
| Rule-based campaign automation | Yes | Yes |
| Sells its own search ad inventory | No | Yes |
| Links |
Plans and pricing
Adalysis
- Adalysis€149/mo
Microsoft Advertising
Pricing not in our catalogue yet.
Who each is for
Choose Adalysis if…
Pick Adalysis once you manage enough ad spend, or enough accounts, that manual checks cannot keep up. It watches Google Ads and Microsoft Ads daily and gives you a list of findings to act on.
It also forecasts budgets, tests ads and produces white-label reports. Every plan has unlimited accounts and users.
It is not a place to buy clicks, and it does not manage Meta or LinkedIn. The price follows your monthly ad spend, and there is no direct API, only an MCP server.
Choose Microsoft Advertising if…
Pick Microsoft Advertising if you already run Google Ads and want a second source of search intent. It suits B2B and e-commerce advertisers who can import existing campaigns instead of building them again.
There is no subscription and no minimum spend, so a small test costs little. You get an API and an official MCP server for your own reporting.
Check your conversion tracking before you spend, because importing campaigns does not import measurement. Skip it if you have no working paid search yet.
Other options worth a look
Automates and optimises paid search campaigns across Google, Microsoft, Amazon, Meta and LinkedIn.
Audits and optimises Google, Microsoft and Meta ad campaigns from one dashboard with alerts and fix suggestions.
Manage paid search and display advertising campaigns, tracking spend, clicks, and conversions by account.
Look up the ads any advertiser has shown on Google, with their creatives, formats and regions.