If you’re on the hunt for Google Ads alternatives or just looking to shake up your advertising game, you’ve landed in the perfect spot. 💯
Google Ads is not always the kindest to your wallet. With sky-high competition and CPCs that can gobble up your budget faster than you can say “click,” it’s no wonder you’re exploring other options.
There are plenty of ad networks out there that can help you connect with your audience.
We’re diving into 10 Google Ads alternatives to help you figure out which one (or ones!) might be your perfect match. We’ll also drop some practical tips to make your Google Ads campaigns more budget-friendly with PPC tools, so you can stretch every dollar further and see better results.
Ready to find the best alternative? Let’s go! 🏃
What Are Google Ads Alternatives?
Google Ads alternatives are other online advertising platforms businesses can use to promote their products or services without relying only on Google. These platforms offer different ways to reach potential customers, whether through social media, native ads, video, or search.
Why Should You Look for Ads Alternatives?
There’s no doubt your customers are searching on Google. But with billions of searches daily, Google Ads has become incredibly competitive, and that drives costs up. 💸
So the first step in finding a better option is looking for a more budget-friendly alternative. Many platforms offer lower costs and less competition while still delivering high-quality traffic.
Google Ads is also not beginner-friendly. Setting up campaigns, choosing keywords, and managing budgets can be overwhelming.
The second key point is choosing something beginner-friendly, especially if you are new to online advertising. Pick a platform with a simpler setup and automation can help you get results faster.
Thus, your alternative should allow you to automate your work. For example, you can use a good AI Ads to handle campaign setup, optimization, and even budget adjustments, saving you time and improving performance.
How Can You Make Google Ads Worth It?
A killer ad strategy isn’t about jumping on the most popular bandwagon or choosing the cheapest advertising platform, but finding what truly works for your business.
Before jumping into Google Ads alternatives, you can make the smart more to turn your current campaign more cost-effective with an AI Ads agent. 🤖
A powerful AI can handle everything from campaign setup to ongoing optimization, ensuring you get the best ROI. It automatically recommends the best keywords, ad copy, and bidding strategies, allowing you to launch dozens of campaigns in seconds.
Over time, it continuously improves performance by analyzing data and adjusting your approach.
For example, many advertisers assume bidding for the top position on Google is always best, but that’s not true.
A smart AI can determine when bidding for the third or fourth spot gets you just as many clicks at a lower cost, optimizing your budget. That’s exactly what OTTO Google Ads by Search Atlas does.
Plus, with automation, you won’t need a full team of PPC specialists constantly monitoring and tweaking campaigns. A lean team will be able to maximize your ROI while saving time and resources.
You can use a reporting tool to automatically track your results, and you will see how your results will grow while keeping lower costs.
10 Best Google Ads Alternatives for Higher ROI in 2025
Now that you know how to make Google Ads more cost-effective, it’s time to expand your strategy.
We’re covering the 10 best Google Ads alternatives that offer affordable, effective ways to grow your business.
1. Microsoft Ads (Formerly Bing Ads)
Microsoft Advertising, formerly known as Bing Ads, is a search engine marketing platform that connects businesses with potential customers across the Bing Network. The platform offers a more cost-effective solution, with lower cost-per-click rates and less competition, which can lead to higher ad positions at a lower cost.
With around 900 million daily searches, Microsoft Advertising is a viable alternative to Google Ads, especially for businesses targeting older or more affluent demographics.
The platform also benefits from increasing partnerships with companies like Roku and Netflix, allowing advertisers to tap into cross-channel data insights.
Popular benefits and features
- Lower CPC: Cost per click on Microsoft Advertising is typically 60-70% lower than Google Ads, making it more affordable for advertisers.
- Unique Audience: Microsoft Advertising reaches a significant number of users, particularly those who are older (35+) and more affluent, making it ideal for targeted campaigns.
- Google Ads Import: The easy-to-use Google Ads import feature allows advertisers to transfer campaigns without starting from scratch, saving time and effort.
- Less Competition: With fewer advertisers competing for ad space, businesses can often secure better ad positions at a lower cost compared to Google Ads.
- Cross-Channel Data Insights: Partnerships with companies like Roku provide unique cross-channel targeting options, offering deeper insights for better campaign performance.
- Targeted Search Demographics: Microsoft Advertising excels in categories like travel, finance, car, and health, catering to specific high-intent searches that align with these industries.
Limitations
- Some reviews say Microsoft Ads have lower search traffic, limiting potential reach compared to Google Ads.
- Observations show Microsoft Ads’ market share is smaller, making it less dominant than Google Ads.
- Some point out that Microsoft Ads offers fewer language options, limiting targeting for non-English-speaking audiences.
Cost
The average CPC on Bing is $1.54.
Microsoft Ads reviews
- G2: 3.5/5 (377)
- Capterra: 4.0/5 (9)
2. LinkedIn Ads
LinkedIn Ads is an advertising platform primarily suited for B2B companies looking to target professionals based on their job roles, industries, and skills.
While it’s gained popularity over time, this has led to higher competition and increased CPC, so you’ll need a decent budget, around $3,000/month, to properly test its effectiveness. Despite the higher costs, LinkedIn’s audience offers high relevancy for businesses, often leading to more closed deals.
Companies are willing to pay more for these highly targeted interactions, which tend to be more valuable. The platform also allows for precise targeting, such as job titles, company size, and member interests.
Popular benefits and features
- Highly Targeted Ads: LinkedIn offers precise targeting options based on job titles, industries, skills, and more.
- B2B Focus: The platform is particularly effective for B2B companies, helping to reach decision-makers and professionals.
- Higher Relevancy: Ads on LinkedIn tend to attract more qualified leads, increasing the chances of conversions.
- Increased Deal Potential: Many businesses are willing to pay a premium for LinkedIn interactions due to the higher quality of engagement.
- Diverse Ad Formats: LinkedIn provides various ad formats to keep content fresh and engaging for users.
- Premium Audience Access: LinkedIn’s user base consists largely of professionals, making it ideal for businesses targeting specific industries or job functions.
Limitations
- Some reviews say LinkedIn Ads’s targeting options are not as refined as those found on Google Ads.
- Reviews indicate that the platform’s user interface can be somewhat less intuitive compared to its competitors.
- Some remark that LinkedIn Ads may not provide the same level of integration with third-party tools as Google Ads.
Cost
- Advertisers typically pay between $2.00 and $3.00 per click, $5.01 to $8.00 per 1,000 impressions, and $0.26 to $0.50 per message sent.
LinkedIn Ads reviews
- G2: No reviews.
- Capterra: No reviews.
3. Apple Search Ads
Apple Search Ads is an advertising platform designed for app companies looking to promote their products within the App Store. With Apple’s push to increase ad placement inventory, app advertisers now have more opportunities to target users directly.
Apple Search Ads leverages its own data to provide a clear advantage for attribution, especially after the implementation of App Tracking Transparency in 2021.
Advertisers can target based on criteria like device type, location, keywords, and demographics. The platform offers different ad formats tailored to various stages of the user journey, from discovery to research. It operates on a cost-per-tap model, with no minimum spend required.
Popular benefits and features
- Device Targeting: Apple Search Ads allows advertisers to target users based on device type for precision.
- Location Targeting: Advertisers can specify locations to reach users in particular geographic areas. You can also use local SEO tools for better results.
- Keyword Targeting: Ads can be shown based on specific keywords, helping to reach users actively searching.
- Ad Format Variety: Multiple ad formats are available, targeting users across different stages of the funnel.
- No Minimum Spend: Apple Search Ads operates without a minimum spend requirement, offering flexibility for advertisers.
- Cost-Per-Tap (CPT) Model: Apple uses a cost-per-tap pricing model, similar to cost-per-click, for clear attribution and budgeting.
Limitations
- Experiences indicate that Apple Search Ads lacks lower funnel data, making it harder to measure full performance.
- Feedback notes that the platform’s steep learning curve and limited features can be frustrating for new users.
- Observations show that the absence of bidding strategies in Apple Search Ads can limit campaign optimization flexibility.
Cost
- Apple Search Ads can cost between $1.59 and $2.58 per tap or acquisition,
Apple Search Ads reviews
- G2: 4.3/5 (18)
- Capterra: No reviews
4. Amazon Ads
Amazon Ads is an advertising platform designed primarily for businesses selling products on Amazon. It allows brands to place ads on Amazon search results and product pages, using formats like sponsored products, brands, and display ads.
The platform operates on a CPC model, meaning advertisers only pay when a user clicks on their ad. Advertisers can target specific keywords or products, setting custom bids for each.
While businesses can manage campaigns themselves, they also have the option to work with an Amazon Ads account executive for additional support.
Popular benefits and features
- Targeted Audience: Reach shoppers who are actively searching for products, increasing ad relevance and engagement.
- Product Page Ads: Display ads on product pages for similar or complementary items, boosting upsell potential.
- Integration with Fulfillment: Seamlessly track and manage sales through Amazon’s fulfillment and delivery systems.
- Increased Visibility: Ads are placed in high-traffic areas like search results and product pages, maximizing exposure.
- Cost Control: Set daily budgets and monitor ad spend performance for better financial management.
- Data-Driven Insights: Utilize consumer behavior data to refine campaigns and make informed decisions on targeting and bidding.
Limitations
- People mention that the platform’s high costs can quickly drain your marketing budget, limiting ROI.
- Some commented that Amazon ads are heavily reliant on algorithms, making performance unpredictable and inconsistent.
- A few think that managing campaigns can be time-consuming, requiring constant adjustments and monitoring.
Cost
- On average, Amazon advertisers pay between $0.71 and $1.20 per click.
Amazon Ads reviews
- G2: 4.3/5 (149)
- Capterra: No reviews
5. Meta Ads (formerly Facebook Ads)
Meta Ads, formerly known as Facebook Ads, is an advertising platform that enables businesses to reach a massive audience across Meta’s social media ecosystem.
It leverages a pay-per-click model, offering a variety of ad formats like images, videos, and carousels to capture user attention.
Meta Ads differentiates itself from platforms like Google by using deep social insights and psychographic data for targeting. Advertisers can fine-tune campaigns based on interests, behaviors, location, age, and more.
While the platform offers robust targeting options, privacy concerns, particularly following Apple’s iOS 14 updates, have impacted its effectiveness in some areas.
Popular benefits and features
- Advanced Targeting: Target users based on behaviors, demographics, and interests for more precise ads.
- Large User Base: Access billions of users across Facebook and Instagram for diverse ad opportunities.
- Retargeting: Re-engage users who’ve interacted with your brand to encourage conversions.
- Analytics: Track performance metrics like CTR and CPC to gauge your ad’s effectiveness.
- A/B Testing: Test various ad elements to identify the most effective combinations for better results.
- Campaign Optimization: Adjust campaigns to meet specific goals like increasing clicks or conversions.
Limitations
- Some commented that the platform’s frequent updates can make it hard for occasional users to navigate.
- Some note that controlling frequency is difficult, and rules often don’t work as expected.
- Many agree that Meta’s Instagram analytics can be inaccurate, requiring manual checks for accuracy.
Cost
- The average cost per lead in Facebook ads across all industries is $21.98.
Meta for Business reviews
- G2: 4.2/5 (1,385)
- Capterra: 4.4/5 (2,357)
6. Spotify Ads
Spotify Ads provides an advertising platform designed for businesses to reach a broad, yet highly targeted, audience.
With over 515 million active users, Spotify leverages in-depth data on listening habits to help advertisers personalize campaigns, ensuring their ads reach the most relevant listeners.
The platform offers a variety of ad formats, including audio, video, and display ads, as well as podcast sponsorships and immersive homepage takeovers.
Spotify’s user-friendly tool, Ad Studio, enables businesses to easily create, manage, and optimize campaigns with customizable targeting, budgets, and scheduling.
Popular benefits and features
- Targeting: Spotify provides multiple targeting options, including music genres, interests, and geographic locations.
- Video and Audio Ads: A mix of video and audio formats helps drive brand impact through visual and auditory storytelling.
- Podcast Ads: Spotify includes podcast ads, which can engage listeners with thought-provoking content relevant to their interests.
- Brand Awareness: Spotify ads help brands amplify their message and reach the right audience, increasing visibility and recognition.
- Ad Objectives: Six campaign objectives are available, helping brands achieve specific goals like reach, impressions, or clicks.
- Ad Analytics: Spotify provides detailed analytics on impressions, household reach, and frequency to track ad performance.
Limitations
- Some say targeting is limited, especially since you can’t reach users outside Spotify’s platform.
- A few users think tracking is inadequate, lacking conversion pixels or native integration with analytics.
- Comments suggest that retargeting options are restricted, preventing engagement with users who interacted previously.
Cost
- Spotify Ads typically require a minimum budget of $250 per campaign, with the cost per 1,000 impressions (CPM) ranging from $5 to $30 on average.
Spotify Ads reviews
- G2: No reviews
- Capterra: No reviews
7. X Ads (Formerly Twitter Ads)
Twitter ads, now under X, is a platform that allows businesses to promote their products and services directly on Twitter. Brands can target specific audiences based on various factors, such as demographics, interests, and keywords.
The platform offers multiple ad formats, including promoted tweets, accounts, and trends, allowing for broader reach and engagement. Advertisers can set budgets and only pay for actions that align with their campaign objectives, such as clicks or retweets.
Customizable targeting options and a variety of media formats make it a flexible tool for driving visibility, engagement, and traffic.
Popular benefits and features
- Targeting Options: X Ads offers detailed targeting, including location, interests, events, and conversations to reach precise audiences.
- Ad Types: Promoted tweets, accounts, trends, video, and takeovers allow brands to engage users through various formats.
- Labeling: Promoted ads are clearly marked as “Promoted,” distinguishing them from regular tweets while keeping them integrated into the feed.
- Engagement Opportunities: Brands can engage directly with users, enhancing brand interaction through likes, retweets, and replies on promoted content.
- Analytics: Detailed analytics help advertisers track the performance of ads, improving ROI and fine-tuning strategies.
- Campaign Objectives: X Ads supports various campaign goals like recognition, consideration, and conversion, aligning ads with specific business outcomes.
Limitations
- Some note that customer support can be slow, with many advertisers reporting generic responses to inquiries.
- It’s mentioned that X Ads can be more costly compared to ads on other platforms like Facebook.
- A few reviews say it’s challenging to stand out on X, as competition for attention is intense.
Cost
- X advertising generally costs between $0.26 and $0.50 per initial action, and $1.01 to $2 per follow for promoted accounts.
X Ads reviews
- G2: 3.9/5 (242)
- Capterra: No reviews
8. Reddit Ads
Reddit Ads allow brands to advertise through promoted posts or display ads that appear in users’ feeds or specific subreddits. It’s an advertising platform where businesses can tap into a unique, diverse, and highly engaged audience.
The platform’s community-focused nature means that a well-crafted, authentic ad has the potential to drive strong engagement, especially with users in niche interests like tech, gaming, entertainment, or e-commerce.
But users can be skeptical of traditional ads, so successful campaigns need to be transparent and respectful of community norms.
Popular benefits and features
- Subreddit Targeting: Allows advertisers to focus on specific communities relevant to their campaign goals.
- Interest Targeting: Tailors ads to people based on their interests for more precise engagement.
- Location Targeting: Targets users based on specific geographical regions for more localized campaigns.
- Video Ads: Supports MP4 or MOV files to engage users with dynamic video content.
- Reddit Pixel: A tool for tracking ad efficiency and measuring performance across campaigns.
- Carousel Ads: A format that allows advertisers to showcase multiple images or videos within a single ad.
Limitations
- Reviews say Reddit’s strict content policies limit the creative freedom of ad campaigns.
- Feedback notes that targeting is limited to interests and subreddits, lacking detailed demographic options.
- Users report ad-blockers reducing the visibility and effectiveness of Reddit ads for many users.
Cost
- Reddit ads typically cost between $0.50 to $2 per click, with a CPM of $1 to $5.
Reddit Ads reviews
- G2: 4.2/5 (53)
- Capterra: NO reviews
9. TikTok Ads
TikTok Ads provide businesses with a chance to reach the platform’s vast audience through various ad formats like In-Feed videos, TopView ads, Branded Hashtag Challenges, and Branded Effects.
These promotions seamlessly integrate with TikTok’s short-form video format, making them feel natural within users’ feeds. TikTok operates on an auction and bidding model, where advertisers set their budget based on views, clicks, or impressions.
The platform allows for targeted ads, reaching users based on their interests, hobbies, and behaviors.
Given TikTok’s popularity and highly engaged user base, it offers businesses a unique opportunity to showcase products or services in an engaging, creative way that resonates with the platform’s community.
Popular benefits and features
- In-feed ads: Appear in the “For You” feed and can be up to 60 seconds long with a call-to-action button.
- Spark Ads: Made from TikTok posts, these ads include a call-to-action, allowing for native integration.
- Branded effects: Custom filters or lenses with branding that users can apply to their own videos.
- TopView ads: Appear as the first thing users see when they open the app, lasting up to 60 seconds.
- Brand Takeover: Brands can take over TikTok’s full-screen interface with an image, GIF, or short video.
- Video Shopping ads: Allow advertisers to create clickable videos, enabling viewers to shop directly within the For You page.
Limitations
- Insights reveal that the ad review process can take up to 24 hours, disrupting planned campaigns.
- Customer support may be hard to access, much like other social media platforms.
- Some users think TikTok ads are becoming expensive as the platform’s popularity continues to rise.
Cost
- The typical cost of a TikTok ad is approximately $10 per 1,000 impressions (CPM) and $1 per click (CPC).
TikTok Ads reviews
- G2: 4.1/5 (129)
- Capterra: No reviews
10. Quora Ads
Quora Ads is a paid advertising platform within the popular question-and-answer website, Quora.
It lets businesses place ads in front of users actively engaging with content related to their interests, such as questions, answers, and specific topics.
Ads can be tailored based on various factors, like keywords, topics, location, and even specific questions, ensuring relevance to the user. With multiple ad formats available, businesses can choose between text ads, image ads, and promoted answers. Quora Ads appear across different placements, including topic feeds, question pages, and email digests.
Popular benefits and features
- Native format: Ads blend seamlessly with regular Quora content, appearing as natural answers to questions.
- Targeted reach: Target users based on specific interests, topics, demographics, and even questions they’ve asked.
- High-intent audience: Users are actively seeking information, indicating higher purchase intent.
- Ad formats: Includes text ads, image ads, and promoted answers, allowing businesses to choose the format.
- Self-service platform: Businesses can manage their ad campaigns directly through Quora’s interface.
- Targeting options: Contextual, behavioral, and keyword targeting ensure ads reach relevant users based on their activity and interests.
Limitations
- Some users report that the setup time for Quora Ads can be lengthy and cumbersome.
- It’s occasionally mentioned that the ad targeting might not always reach the ideal audience.
- Some reviews indicate that Quora Ads might not be ideal for handling large advertising budgets.
Cost
- The minimum for Quora Ads starts at $0.01 per click, with CPM bidding beginning at $0.20 per 1,000 impressions.
Quora Ads reviews
- G2: 4.1/5 (19)
- Capterra: No reviews
Use Google Ads Alternatives Without Losing Efficiency
Sticking to one ad platform might be okay if you have specific goals for a specific audience using only that platform. But for any marketer trying to broaden their reach, diversification is key to maximizing engagement.
We recommend spreading your spend around where appropriate for your audience, budget, and goals. Then, focus on tracking, monitoring, and optimizing as you go. 📈
There’s no single platform or strategy that can promise you the best business results. That’s why, as an advertiser, it’s a good idea to try Google Ads alternatives, and see what works.
See how OTTO Google Ads can optimize your campaigns. Try it for free now with your free trial! No commitment, cancel anytime!
