What is WordStream?
WordStream is an online advertising brand that gives small businesses free tools and training for pay-per-click marketing, with paid help available through its sister brand LocaliQ. It began as a keyword research tool and later grew into PPC software, but its WordStream Advisor management platform was retired in 2022. Today the site centers on free account graders, a keyword tool, a large marketing blog and industry benchmark reports.
The brand now sits inside LocaliQ, which is part of the USA TODAY NETWORK. That means WordStream works mostly as a free entry point: you audit your Google Ads or Facebook Ads account, read its guides, and, if you want hands-on help, book a demo for LocaliQ's technology-backed marketing services. There is no self-serve bid management software to subscribe to anymore.
WordStream at a glance
How does WordStream work?
- Run a free account audit
Connect your Google Ads or Facebook Ads account to the Performance Grader. It reviews the account and produces a report card.
- Review the scores
The Google Ads grader scores the account across nine areas such as wasted spend, Quality Score and mobile setup, so you can see where budget leaks.
- Research keywords
Enter a term or website into the Free Keyword Tool to get related keyword ideas with search volume and cost-per-click estimates.
- Learn and benchmark
Use the blog, PPC University lessons and yearly industry benchmark data to judge whether your click-through and conversion rates are normal for your sector.
- Get managed help if needed
If you would rather hand off the work, schedule a demo with LocaliQ to discuss managed campaigns and its marketing platform.
WordStream key features
Google Ads Performance Grader
A free audit that checks an account against best practices and highlights waste, low Quality Score and missed opportunities.
Facebook Ads Performance Grader
A similar free audit for Meta ad accounts that points out weak spots in setup and performance.
Free Keyword Tool
Suggests keywords with estimated search volume and CPC data, useful for building or expanding search campaigns.
Industry benchmarks
Annual reports on search and social ad performance broken down by industry, so you can compare your metrics with peers.
PPC University and blog
A library of free lessons and articles that explain Google Ads, Microsoft Ads and social advertising for beginners and intermediate users.
LocaliQ managed services
Paid campaign management and a marketing platform from LocaliQ for businesses that want an outside team to run ads.
Why use WordStream?
- You can get a quick, structured audit of a Google Ads account without paying for software.
- The keyword tool gives ballpark volume and cost data for planning a new search campaign.
- Industry benchmarks help you set realistic targets for click-through rate, cost per click and conversion rate.
- The free guides are written for small business owners who manage ads themselves.
- There is a clear path to managed services if you outgrow doing it alone.
Who is WordStream best for?
A good fit for
- Small business owners running their own Google Ads
- Beginners learning PPC basics
- Freelancers who need a fast audit to show a prospective client
- Businesses considering a managed advertising service
Less suited to
- Advertisers looking for self-serve PPC management or bid automation software
- Agencies that need multi-account reporting and rule-based optimization
- Teams wanting transparent published pricing for paid services
WordStream pricing
| Pricing model | Free |
|---|---|
| Free plan | Yes |
| Free trial | Not confirmed |
| Starting price | Free tools; managed services by demo (contact sales) |
The graders, keyword tool and educational content are free. Paid advertising management goes through LocaliQ, which does not publish prices on the WordStream site.
Prices checked October 2026. Vendors change plans often, so confirm on the official website before you buy.
WordStream pros and cons
Pros
- Free audits that are easy to run and understand
- Strong library of PPC education and benchmark data
- Useful keyword ideas with volume and CPC estimates
Cons
- The WordStream Advisor software is gone, so there is no ongoing account management tool
- Paid services are sold through demos with no listed prices
- Free tools are partly designed to generate leads for LocaliQ
WordStream integrations and platforms
Works with
Available on
WordStream alternatives
See the full shortlist in Best PPC Management Software.
WordStream FAQ
Is WordStream free?
Yes, the tools on the WordStream site are free. You can run the Google Ads and Facebook Ads Performance Graders, use the Free Keyword Tool and read the blog and PPC University lessons without paying. If you want someone to run your campaigns, WordStream points you to LocaliQ, which offers paid managed services after a demo call.
Is WordStream Advisor still available?
No. WordStream sunset its WordStream Advisor PPC management software in 2022 and stopped taking new sign-ups before that. Existing users were pointed toward LocaliQ managed services or other PPC software. Today WordStream focuses on free audits, keyword research, education and benchmark reports rather than self-serve campaign management.
What is the WordStream Google Ads Grader used for?
The Google Ads Performance Grader audits your account and returns a report card with scores in nine areas, including wasted spend, Quality Score and mobile optimization. It is used to spot obvious problems quickly, such as budget going to poor keywords, and to decide what to fix first in an account.
WordStream vs Optmyzr: what's the difference?
Optmyzr is paid PPC management software with optimization scripts, rules and reporting for ongoing account work. WordStream now offers free audits, a keyword tool and education, with managed services through LocaliQ. If you need a tool to manage campaigns every day, Optmyzr fits better. If you want a free health check or learning resources, WordStream is enough.
Is WordStream good for beginners?
Yes. Most of what WordStream offers is aimed at small business owners who are new to paid search. The graders explain problems in plain terms, the blog covers basics like match types and ad copy, and the benchmark reports give beginners realistic targets to aim for.
Sources
This overview is based on WordStream's official website and documentation, checked October 2026.