Comparison
GoodLads vs Search Ads 360
Reviewed September 2026 · All comparisons
Do you need Search Ads 360? If you run search on Google and Microsoft Advertising (or Yahoo Japan or Baidu) at large scale, report conversions through Floodlight and Campaign Manager 360, and have a team working in the platform every day, it is built for you. If you run Google Ads only and spend EUR 10K to EUR 250K a month, you would be paying for scope you will not use, and the questions you have are about what to change in the account rather than how to manage four engines.
GoodLads is built for that second group. It reads a Google Ads account, proposes three changes per campaign, and applies the one you approve as a Google Ads experiment or a new paused ad. The two rarely compete for the same buyer, and this page sets out where the line sits.
At a glance
| How they compare | GoodLads | Search Ads 360 |
|---|---|---|
| Primary focus | Three recommendations per campaign aimed at ROAS or CPA, each tracked to a verdict | Managing, bidding and reporting on search campaigns across engines at enterprise scale |
| Channels | Google Ads only | Google Ads, Microsoft Advertising, Yahoo Japan and Baidu, plus reporting on social campaigns such as Meta |
| Measurement | Conversions as recorded in Google Ads | Floodlight conversion tracking and integration with Campaign Manager 360 and the Google Marketing Platform |
| How changes are applied | A Google Ads experiment or a new paused ad first, one click; live only for the few levers with no test form, orange with a two-step confirm | Bulk edits, automated rules and bid strategies applied across engines by your team |
| Deciding what to change | Reads the account and researches the company behind it to propose the change | Your team decides; the platform supplies the controls, bidding and reporting |
| Built for | Advertisers and agencies with Google Ads accounts spending EUR 10K to EUR 250K a month | Large advertisers and agencies running multi-engine search programmes |
| Setup | Connect a Google Ads account and read the free audit | A contract, account linking, often Floodlight setup, and usually onboarding with Google or a reseller |
| Pricing model | $100 per month, flat, for one account; free audit first | Enterprise contract, usually a percentage of media spend, sometimes with a minimum fee; check with Google for figures |
What Search Ads 360 is built for
Search Ads 360 is part of the Google Marketing Platform. It gives one interface over search campaigns on Google Ads, Microsoft Advertising, Yahoo Japan and Baidu, so a team can build, edit, bid and report across engines without switching between them. Changes sync back to each engine, and bulk editing, automated rules and cross-engine reporting are the daily work it supports. It can also report on social campaigns such as Meta, though it does not edit them.
Its measurement ties into the rest of the Google Marketing Platform. Floodlight activities from Campaign Manager 360 can serve as the conversions search campaigns bid and report on, which matters to advertisers who measure search next to display and video from one source. Bid strategies can optimise to Floodlight conversions, and templates build and update campaigns from a product feed. The buyers are large advertisers and the agencies that run their search programmes, usually with a team in the platform every day.
How GoodLads approaches the same job
The two sit at different points. Search Ads 360 is a management layer: it gives a skilled team the controls to run a large programme across engines. GoodLads is a decision layer for one engine: it reads the last 30 days of every campaign in a Google Ads account, researches the company behind it, and proposes three changes per campaign, each with the signal it found and the metric move it predicts.
It is also opinionated about how a change reaches the account. Nothing applies without your click. It prefers a Google Ads experiment, then a new paused ad, over editing what is serving, and the few levers with no test form, such as a negative keyword, apply live behind an orange button and a second confirm. Each applied change stays on a board until there is a verdict on ROAS or CPA.
Where Search Ads 360 is strong
At the scale it is built for, nothing in this comparison replaces it.
- Several search engines in one interface, including Yahoo Japan and Baidu, which few tools cover.
- Floodlight and Campaign Manager 360 integration, so search bids and reports on the same conversions as the rest of the media plan.
- Bulk editing, automated rules and cross-engine reporting for programmes with thousands of campaigns.
- Feed-driven campaign building for large retail catalogues.
- A Google product with enterprise support, often delivered with a reseller or agency partner.
Where Search Ads 360 asks for trade-offs
Its costs are the costs of any enterprise platform.
- Access is through a contract, usually via Google's sales team or a reseller, and the fee is usually a percentage of media spend, sometimes with a minimum.
- Setup takes real work: linking engine accounts, setting up Floodlight, and training a team on a second interface next to Google Ads.
- What to test next is still the team's call; the platform supplies the controls to carry it out.
- For an advertiser on Google Ads alone, most of what it adds over the Google Ads interface is multi-engine scope that goes unused.
Where GoodLads is the weaker choice
For a large, multi-engine programme, GoodLads covers a small part of the job.
- It covers Google Ads only: no Microsoft Advertising, Yahoo Japan or Baidu.
- It has no Floodlight or Campaign Manager 360 integration and reads conversions as Google Ads records them.
- It does not run bulk edits, automated rules or bid and budget tuning across every campaign.
- It is a small, young product. An enterprise buyer that needs procurement paperwork and a large support organisation will find Google better equipped.
Pricing, compared
Search Ads 360 is sold on enterprise contracts, usually through Google's sales team or an authorised reseller, and the fee is usually a percentage of the media spend it manages, sometimes with a minimum service fee. Rates are not published, so check with Google.
GoodLads is flat. Pro is $100 a month for one Google Ads account, whatever it spends, with a 14-day free trial. Agency is $1,000 a month for up to 10 accounts, and Enterprise is $2,000 a month with no account cap and calls with the founders. The free audit needs no subscription, and a larger budget never raises the fee.
Which should you choose?
Search Ads 360 is likely the better fit if
- You run search on more than one engine and want to manage and report on them in one place.
- You measure through Floodlight and Campaign Manager 360 across the media plan.
- Your programme is large enough that bulk operations and cross-engine bidding save a team real hours.
- You have the team to run the platform and the budget for an enterprise contract.
GoodLads is likely the better fit if
- You run Google Ads only, at EUR 10K to EUR 250K a month.
- What you lack is a view on what to change next, more than a place to manage campaigns.
- You want changes applied as experiments or paused ads on your click, and tracked to a verdict.
- You want a flat price that does not grow with spend.
The bottom line
Search Ads 360 is a management platform for large, multi-engine search programmes with a team to run them, and at that scale it earns its contract. For a Google-only account spending EUR 10K to EUR 250K a month, most of its scope goes unused.
GoodLads is built for that account: three recommendations per campaign, applied as a test on your approval, and a verdict on each one. If you outgrow Google-only search, Search Ads 360 is the platform to look at next.