Alternatives to a Google Ads agency. What each one replaces, and what it does not.
An agency brings people: strategy, creative and several channels, usually for a share of ad spend. Businesses look at alternatives when the fee outgrows the work, when they want to see every change, or when Google Ads is the only channel that matters.
Why people look beyond an agency retainer.
A good agency is worth its fee when you need strategy, creative production and several channels handled by people who know your market.
Many small and mid-sized businesses pay a retainer mostly for Google Ads upkeep they cannot see: a monthly report, changes approved by the agency itself, and a fee that grows with spend rather than with work.
What to look for.
- What you are paying for: strategy and creative, or account upkeep.
- Visibility: a monthly report, or every change with who approved it.
- Who approves changes: the agency, or you.
- Cost model: a share of spend, a retainer, or a price per account.
Best for, in one line each.
The options side by side.
Details of other products come from their own websites, read on 3, 4 and 5 October 2026. Products change, so check their sites for current terms. Every name belongs to its owner. Spotted an error? Tell us.
Each option, next to an agency retainer.
Optizads
Where an agency does the work and reports monthly, Oppy audits the account every week, writes each change and applies it once you approve, with every change kept in History. It replaces the upkeep, not strategy or creative production.
- Fits when: You want the Google Ads work done, every change written for you and applied once you approve, with an audit every week.
Read the full comparison: Optizads vs an agency retainer.
groas
groas is the closest to an agency in spirit: an autonomous AI service with a named strategist accountable for results.
- Fits when: You want to hand paid search over completely, with one person accountable for the result and no approvals to give.
Read the full comparison: Optizads vs groas.
Mega
Mega replaces an agency for small businesses wanting ads, SEO and the website handled together.
- Fits when: You want one service to run ads, SEO and the website together, and you prefer to hand the whole job over.
Read the full comparison: Optizads vs Mega.
Optmyzr
Optmyzr is for bringing the work in-house: a toolkit your own specialists use across several ad platforms.
- Fits when: Your specialists want to build their own rules and scripts, and to manage several ad platforms from one toolkit.
Read the full comparison: Optizads vs Optmyzr.
AdBot
AdBot builds and runs campaigns for you at a flat price, for businesses that want it done without a team.
- Fits when: You have little time and want campaigns built and run for you inside your own account, at a flat monthly price, with spend caps and a pause button.
Read the full comparison: Optizads vs AdBot.
MAI
Mai replaces part of an agency's media buying with one agent that moves budget across platforms, with part of the optimisation running on its own.
- Fits when: You buy media on several platforms and want one agent to move budget between them, with part of the optimisation running on its own.
Read the full comparison: Optizads vs MAI.
Switching from an agency retainer.
Make sure the Google Ads account is yours, not the agency's: you should be its owner, with the agency as a user or through a manager link you can remove. Ask for the change history notes and the reasons behind the current setup.
Connect Optizads before the notice period ends, so the first audit reads the account while the agency still answers questions. Keep the parts the agency did well, such as creative, if you still need them.
Try it beside what you use today.
Every account starts in Suggest only, so nothing changes until you approve it and you compare on your own data.
Connect in minutes
Sign in with Google and pick the ad account. There is no script to install, and nothing else you use changes.
Read the first audit
107 checks, each with the rows behind it. Set its findings next to what you already know.
Approve only what you agree with
Suggest only is the default: Oppy changes nothing until you say yes. Every change lands in History.
Questions about an agency retainer alternatives.
Anything else? Ask Oppy in the product, or write to the team.
Can software replace a Google Ads agency?
It can replace the routine upkeep: audits, negatives, budgets, alerts and reports. Strategy, creative production and multi-channel planning still need people, from an agency or in-house.
Can I use Optizads alongside my agency?
Yes. Agencies can run it on their clients' accounts, and owners can use it to see what happens in their account and approve each change.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
- Every change logged in History
- Hosted in the EU
- Any account size