Disclosure first: I build Admiral, which is one of the tools below. I've tried to make this useful anyway, by being specific about who each tool is for rather than ranking them, and by reading every price off the vendor's own page on a stated date. Admiral keeps dated, row-by-row ledgers for each of these at meetadmiral.com/compare; where I say "not stated", their page didn't say.
If you only read one paragraph: these are different products for different people. A PPC agency running thirty accounts, a business owner running one, and a founder who wants someone else to run it are three buyers, and the "best" tool is the one built for yours.
The one thing to check before any of them
Open your Google Ads account. Go to Goals → Conversions → Summary and filter to Primary. If anything there is a page view, a generic button click, or "all site visitors", stop. Every audit tool on this list — including mine — reads your conversion data, and if that data counts people who looked at your pricing page as customers, the audit will tell you the account is fine when it is not. Fix the goals first. It costs nothing and takes five minutes.
Optmyzr — the professional's workbench
For: PPC specialists and agencies managing many accounts across Google, Microsoft, Amazon, Meta, LinkedIn and Yahoo Japan.
Optmyzr has been the power tool of the industry for over a decade: optimisation scripts, a rule engine, bid experiments, account audits, white-label reports. If you run ads for a living and want more levers than the platform gives you, it's excellent. Its audit is one feature among many, its pricing is in dollars for a buyer who bills in dollars, and it has a learning curve that is fine for a professional and steep for a business owner.
Price: tiered (Essentials / Premium / Enterprise); Essentials was $299/month covering up to $150K of ad spend when I last read the page.
Opteo — Google-only suggestions, well made
For: teams that only run Google Ads and want a mature suggestions product.
Opteo watches a Google Ads account and proposes improvements you accept inside the product. It's the closest thing to Admiral in spirit, it has a long track record, and it is Google-only — no Meta in the same view. Pricing is by spend cap: Basic $129/month to $25K of spend, up through Agency at $499.
Adzooma — the free look
For: small businesses that want a free score before deciding anything.
Adzooma is where a lot of Indian SMBs start, because connecting an account costs nothing and you immediately get a performance score with a list of "opportunities". That's a fair place to begin. The limits show up after the first click: opportunities aren't priced in your currency, applying one is a one-way door with no stated undo, and a score of 62 doesn't tell you which ₹19,000 is keeping it from being a 90.
Price: Free, Silver and Gold plans — check Adzooma's pricing page for today's figure.
AgencyAnalytics — not an audit tool, but you'll see it listed
For: agencies that need one white-label report across every channel a client runs.
AgencyAnalytics pulls 85+ data sources into dashboards and reports. It changes nothing in any ad account and doesn't claim to. It gets listed as an "audit tool" by people who haven't used it. An agency can very sensibly run it beside any of the tools above. Plans currently start at $25/month and scale with client count.
Google's own Recommendations tab — free, and read with care
For: everyone, once.
It's inside your account, it's free, and some of it is genuinely useful (disapproved ads, broken tags). But it optimises for Google: "add broad match", "raise budget", "switch to Smart Bidding" appear whether or not they suit you, and auto-apply is a checkbox you should find and untick. Read it once a month, act on the tracking fixes, ignore the budget advice.
Admiral — the leak, priced, and the fix with a receipt
For: business owners and small agencies who want to know what's wasted in rupees, approve the fix in one click, and be able to undo it. Or who want someone to run the account and show them the receipts.
This is mine, so be sceptical. What it does: on connect, it runs 26 named checks on the account's own 90 days — search terms that never converted, Search Partners left on, location set to interest instead of presence, a page view counted as a conversion, keywords bidding below first page, and so on — and prices each finding from your own history, not a benchmark. Each finding is a proposal. Nothing changes until you click. Every change stores its reverter first, so undo is one click, and the log of changes is the monthly report. It audits Google Search, Demand Gen, Display, Performance Max, Video and Shopping plus Meta; new-campaign creation is available only for formats enabled in the workspace. It speaks 11 Indian languages, and from ₹12,999/month we'll run the account inside the same approval queue.
What it doesn't do: Microsoft, Amazon, LinkedIn. No script editor. No free-forever plan — the audit is free and the trial is 14 days, then it's $49–$549/month by spend band (₹3,999–₹43,999), published.
The first customer write-up is a dynamic-QR SaaS whose first audit came out at 40% of the month going to non-converting places: QRCodeStack, before and after. I also wrote up how the scan data became an offline conversion, which is what made the audit actionable.
The decision, in one minute
| You are… | Use | |---|---| | A PPC pro, several platforms, many accounts | Optmyzr | | Google-only, want mature suggestions, bill in USD | Opteo | | Want a free score before deciding anything | Adzooma | | An agency that needs one report across every channel | AgencyAnalytics (plus one of the others) | | A business owner who wants the waste in rupees, the fix in one click, and the undo | Admiral | | Want someone to run it and show receipts | Admiral, managed |
Whichever you pick, run a free audit on at least one of them first. The finding list is yours to take anywhere.
I write about building software at 4ugusta.dev and run a small studio at 4ugusta.agency. Admiral's dated comparison ledgers are at meetadmiral.com/compare; if a row is wrong, it's wrong in public and we correct it with the date.