What SA360 is actually for
Search Ads 360 manages and optimizes search campaigns across Google, Microsoft, and other engines from one place. Its value shows up in cross-engine portfolio bidding, consistent reporting, and measurement that ties into the rest of the Google Marketing Platform through Floodlight. Those benefits scale with budget and complexity.
What it costs
SA360 bills as a percentage of the media spend you manage through it — commonly 2–5%, charged by your GMP partner, with service extra. See the full breakdown on the SA360 pricing page.
When it's worth it
- You run meaningful budget across more than one search engine.
- You need portfolio bid strategies across many campaigns and keywords.
- You rely on Floodlight and cross-channel attribution with CM360.
- Consistent cross-engine reporting saves your team real time.
When it isn't
If you run a single account on Google Ads with a modest budget, SA360's fee plus the team you still need to operate it rarely pays for itself. Most advertisers below the mid-market simply aren't spending enough to justify the upgrade.
Alternatives
For many advertisers, Google Ads alone — with its own automated bidding — covers the need until budgets and engine complexity grow. Third-party bid-management and reporting tools can fill specific gaps at lower cost. The test is whether cross-engine scale is real for you, or aspirational.
See estimated SA360 rates at your spend, and how partners compare, in the rate tool.
Common questions
How much does SA360 cost?
Typically 2–5% of the media spend managed through it, charged by a GMP partner, with service and consulting extra. Minimums often make it uneconomical for smaller advertisers.
Is SA360 better than Google Ads?
For large, multi-engine search programs, SA360 adds unified bidding and reporting that Google Ads alone can't match. For a single modest Google Ads account, the upgrade usually isn't worth the fee.
What are the alternatives to SA360?
Google Ads with native automated bidding covers many needs until you scale across engines. Third-party bid-management and reporting tools can address specific gaps at lower cost.