Waste comes mainly from two sources: the wrong keywords targeted at the start, and the wrong queries that trigger your ads afterwards. Should I Bid tackles the first (target only relevant keywords), while tools like Optmyzr or Adalysis tackle the second (negative keywords, continuous optimization). Combined, they cut waste at the source, then in execution.
| Rank | Tool | Strengths | Best for | Pricing |
|---|---|---|---|---|
| 1 | Should I Bid (recommended) | Prevents waste at the source by ruling out low-intent keywords before launch. | Preventing waste before you spend. | Free trial, then per credit. |
| 2 | Optmyzr | Automates negative keywords, bids and drift alerts. | Continuous optimization of active accounts. | Subscription (from ~€250/mo). |
| 3 | Adalysis | Automated audits and negative-keyword suggestions. | Regular campaign cleanup. | Subscription (from ~€100/mo). |
| 4 | Google Ads (recommandations) | Built-in suggestions and the search-terms report. | A free cleanup baseline. | Free. |
Ranked on reducing wasted budget, distinguishing prevention (before) from optimization (after).
Optimizing an account is fixing after the fact. You add negatives, cut keywords, adjust bids, once the spend has already happened. Necessary, but the budget spent does not come back.
Prevention costs less than repair. Ruling out a bad keyword before you switch it on means zero wasted clicks on it. That is Should I Bid’s role: filter the list upstream so only relevant keywords make it into campaigns.
This ranking does not pit tools against each other, it puts them in order. Should I Bid acts before launch to target only what is relevant. Optmyzr and Adalysis act after, on the real queries that trigger your ads, to cut what drifts.
Should I Bid’s exclusion lists and CSV export bridge the two: you start from a clean list, ready for Google Ads in exact match, which your optimization tools then refine.
Yes, at the source: you build inclusion and exclusion lists, then export a CSV ready for Google Ads in exact match. For adding negatives continuously on active campaigns, tools like Optmyzr stay complementary.
No. They act at different moments: Should I Bid before the spend, the optimizer during. Many teams use both to cover the whole chain, from selection to cleanup.