Tools
Google Ads Tools: Every Essential for Managing Your Campaigns
Editor, Keyword Planner, Scripts, API, Library: all the built-in Google Ads tools to manage and optimize your campaigns like a pro.
Google Ads Editor: the essential desktop tool
Google Ads Editor is a free desktop application (Windows and Mac) that lets you manage your campaigns offline. Download your account, make all changes locally, then publish with one click. It's the #1 tool for Google Ads professionals.
Bulk editing
Edit hundreds of ads, keywords, or bids in a single operation. Copy-paste between campaigns, find & replace, CSV import.
Offline work
Prepare changes without internet. Ideal for working on the go or pre-staging campaign launches.
Review before publishing
Preview all changes before going live. The editor flags errors (broken URLs, character limits) before publication.
Multi-account
Manage multiple Google Ads accounts from the same interface. Copy entire campaigns from one account to another.
How we use it
At IOquery, Google Ads Editor is the first tool we open every morning. Account restructuring, bulk campaign creation, A/B test duplication — everything goes through Editor before being published.
Keyword Planner: keyword research
Keyword Planner is built directly into the Google Ads interface. It lets you discover new keywords, estimate search volumes, and forecast CPCs to plan your budget.
Discover keywords
Enter a term or competitor URL, and Keyword Planner suggests hundreds of related keywords with volumes and estimated CPCs.
Volumes and trends
View average monthly search volume, seasonality, and 12-month trends for each keyword.
CPC estimates
Get a CPC range (top and bottom of page) to forecast your budget based on target keywords.
Campaign forecast
Simulate a complete campaign: expected clicks, impressions, total cost, and positioning based on your budget and bids.
Google Ads Transparency Center: competitive intelligence
The Google Ads Transparency Center (formerly Google Ads Library) lets you see all active ads from any advertiser. A free, public tool accessible at ads.google.com/transparency.
View active ads
Search any advertiser and see all their active ads: text, image, video, across all Google formats.
Analyze strategies
Identify the messages, offers, and visuals your competitors highlight. What recurs often = what works.
Get inspired
Use the library to spot angles, formats, or hooks you hadn't considered for your own ads.
Google Analytics 4: post-click analysis
Google Ads tells you what happens before the click (impressions, CPC, CTR). Google Analytics 4 (GA4) shows you what happens after: on-site behavior, conversion paths, exit pages. The two are complementary.
| Metric | Google Ads | Google Analytics 4 |
|---|---|---|
| Clicks | Yes | Sessions (with source) |
| Conversions | Basic (tag) | Detailed (full journey) |
| Post-click behavior | No | Page views, scroll, time spent |
| Multi-channel attribution | Limited | Full models (data-driven) |
| Audiences | Ad signals | Behavioral audiences |
Google Tag Manager: code-free tracking
Google Tag Manager (GTM) is a tag management system that lets you install and manage all tracking pixels (Google Ads, GA4, Meta Pixel, LinkedIn Insight, etc.) from a single interface, without touching your site's source code.
Simplified installation
One code snippet on your site. Then all tags are managed from the GTM interface — no developer needed for each pixel.
Conversion tracking
Track forms, calls, button clicks, scroll depth, downloads — all without touching HTML.
Test environments
Test tags in preview mode before publishing. GTM simulates real-time tag firing on your site.
Versioning
Every publication creates a version. If a tag causes issues, restore the previous version in one click.
Google Ads Scripts: advanced automation
Google Ads Scripts are JavaScript programs that run directly in your account. They automate repetitive tasks, send alerts, and generate custom reports — no third-party tools needed.
Automatic alerts
MonitoringGet an email if your daily budget is spent by noon, if a keyword CPC spikes, or if a campaign drops to zero impressions.
Bid management
OptimizationAutomatically adjust bids based on business rules (day of week, weather, available inventory).
Auto-cleanup
MaintenanceAuto-pause keywords with no impressions for 90 days, low-CTR ads, or underperforming Display placements.
Custom reports
ReportingGenerate reports in Google Sheets with the metrics that matter for your business — automatically each week.
Looker Studio: visual reporting
Looker Studio (formerly Google Data Studio) is Google's free tool for creating interactive dashboards. It natively connects to Google Ads, GA4, Google Sheets, BigQuery, and dozens of other data sources.
Real-time dashboards
Create dashboards automatically updated with your Google Ads, GA4, and CRM data — no more manual reports.
Easy sharing
Share a link to the dashboard with your team or clients. Everyone views real-time data without accessing the Google Ads account.
Cross-source data
Combine ad data (Google Ads, Meta) with business data (CRM, sales) to calculate true ROI per channel.
Go further
Explore our detailed guides on each tool and feature of the Google Ads ecosystem.
Are your tools properly configured?
30 minutes to verify your tracking, GA4/GTM connections, and identify the data you're not yet collecting.
Request a free tracking auditFAQ
Questions frequentes
Tools don't make the pilot.
The pilot makes the difference.
You have the tools. We have the expertise to maximize them. Let's talk about your Google Ads campaigns.