About PPC.software

Why we built PPC.software

Finding the right PPC tool shouldn’t take an afternoon of open tabs, but it usually does. G2 and Capterra don’t split their categories by the PPC job you need done. 

Their categories also include tools that don’t belong and miss tools that do. SEO listicles are usually outdated and incomplete. Vendors will tell you their software is the best. Reddit gives you honest opinions, but no overview of what’s out there. And Google and AI chatbots give you limited, unverified answers. 

So we set out to build the starting point we’d want ourselves whenever we’re shortlisting tools or looking for useful resources to learn PPC. Part of the inspiration came from the interactive MartechMap (based on the yearly supergraphic with 15K+ products), where Scott Brinker and Frans Riemersma map the whole marketing technology industry.

We took that idea and made a curated version for PPC: a PPC software directory of nearly 500 tools, scripts and resources in 12 categories, with starting prices, free trial info, review scores, and one-click links to each website and its G2 and Capterra reviews. It’s 100% free, no login, no ads, no affiliate links and no paid placements.

Who’s behind it

PPC.software is built and maintained by TrueClicks, the PPC management software for agencies and in-house PPC teams. Wijnand Meijer, co-founder and CEO of TrueClicks with 15+ years in paid search, personally reviews every listing.

So why would a software company build a free directory that lists its competitors? Because PPC pros needed one, and because it helps them get to know TrueClicks. 

We don’t mind that part, but we try to keep it low-key: no big banners and no email capture. Our own tools are listed too, with the same criteria and the same data as everyone else.

How we select listings

We check every listing by hand before it goes live. Software has to do a PPC-related job. It has to be live and actively maintained. The vendor’s website needs real product screenshots or videos, a LinkedIn company page with multiple real employees, a contact page with a physical address, and terms of service plus a privacy policy. 

And if multiple reviews report the same bad business practice, like charging customers after they cancel or advertising features that don’t exist, we don’t list the solution (or remove it), no matter how popular it is.

Books, podcasts, newsletters, courses and communities must be about PPC and still active. For newsletters, podcasts and YouTube channels, they need new content released in the past 90 days.

How we sort and update listings

We don’t rank anything. Listings show alphabetically within each subcategory, and you decide what matters: sort or filter by G2 or Capterra score, number of reviews, starting price, free trial, or company size. G2 and Capterra scores and LinkedIn data update automatically every week, and we check every link weekly too.

When a link breaks or redirects (often a sign that a product was renamed, acquired or shut down), we look into it ourselves and update or remove the listing. 

We also review the suggestions that come in through our form every week, and add new listings whenever they fit. The “Last update” date on the homepage shows the latest automatic refresh, and the changelog lists every addition, removal and rename. Spotted a gap? Submit a suggestion.