WordStream Review: A Deep Dive into Their PPC Management Services

Introduction

WordStream, now part of Gannett, is a well-known digital marketing platform specializing in pay-per-click (PPC) advertising on Google Ads, Bing, and Facebook. Their flagship product, WordStream Advisor, automates best practices to optimize ad performance, while their managed services provide hands-on campaign management by certified experts.

The company also offers free tools like the AdWords Performance Grader and educational resources such as PPC University, making it a go-to for marketers looking to improve their paid search strategies.

But does WordStream deliver on its promises? Let’s break down real customer experiences to see how it performs in practice.

Pros and Cons of WordStream’s Services

Campaign Management & Expertise

Pros:

✅ Dedicated Account Managers – Some users appreciate having a direct point of contact for campaign discussions.
✅ Keyword Review Process – Regular bi-weekly calls allow for keyword adjustments, helping refine targeting.

Cons:

❌ Lack of Local SEO Knowledge – One roofing company client was shocked to find irrelevant clicks from unrelated industries (e.g., auto ads) and even out-of-state searches (Hawaii, when targeting Colorado).
❌ Poor Negative Keyword Implementation – The client had to manually suggest obvious exclusions (e.g., "Toyota" for a roofing business), indicating a lack of basic PPC expertise.

Customer Quote:
"The fact we needed to discuss putting negative keywords for Hawaii and Toyota for a Colorado roofing company is unbelievable."

Ad Copy Quality

Cons:

❌ Generic, Unengaging Ads – A customer criticized their "expert ad writer" for producing long, uninspiring ads that failed to drive clicks.
❌ No Competitive Edge – Ads didn’t stand out, making them ineffective in a crowded market.

Customer Quote:
"Expert ad writer wrote very long and seemingly generic ads. I wouldn't click on any as a user."

ROI & Value for Money

Cons:

❌ Questionable ROI – One client bluntly stated:

"Nothing impressive. Unique is how they can manage to still be in business based on my ROI."

❌ Charged for Irrelevant Keywords – Some keywords that should have been excluded from the start led to wasted spend.

Areas for Improvement

Based on customer feedback, WordStream could enhance its services by:

🔹 Improving Local PPC Expertise – Account managers should better understand geo-specific exclusions and industry nuances.
🔹 Optimizing Ad Copy – More tailored, high-converting ad text instead of generic templates.
🔹 Proactive Negative Keyword Management – Preventing irrelevant clicks before they happen.

Final Verdict

Strengths:

✔ Regular campaign reviews
✔ Free tools and educational resources

Weaknesses:

❌ Lack of industry-specific knowledge
❌ Ineffective ad copy
❌ Poor ROI for some clients

Who Should Use WordStream?

WordStream may work for beginners who need basic PPC guidance, but local businesses or niche industries might find their services lacking.

Final Rating: ⭐⭐☆☆☆ (2/5)

While WordStream has useful tools, real customer experiences reveal gaps in expertise and ROI—making it a risky choice for serious advertisers.