Search Ads 360
Enables enterprise advertisers and agencies to manage, automate, and optimize paid search campaigns across multiple engines from a single platform, leveraging Google's machine learning and unified measurement for maximum efficiency and performance.
Last updated Jun 8, 2026 by ATDb automated enrichment · Connections updated Jun 15, 2026
At a glance
- Employees
- 10001+
- Stock
- GOOGL
About
Market-leading enterprise search campaign management platform, deeply integrated within the Google Marketing Platform ecosystem and dominant among large advertisers and agencies managing multi-engine paid search at scale.
Search Ads 360 (SA360) is Google's enterprise-grade search advertising management platform, part of the Google Marketing Platform suite. It enables large advertisers and agencies to plan, buy, manage, and measure search campaigns across multiple search engines — including Google Ads, Microsoft Advertising (Bing), and others — from a single unified interface. Originally launched as DoubleClick Search before being rebranded to Search Ads 360, the platform is purpose-built for complex, high-volume search operations requiring cross-engine management, sophisticated bidding automation, and deep reporting capabilities. SA360 offers powerful features including automated bidding strategies powered by Google's machine learning, cross-channel attribution, custom reporting and dashboards, and integration with the broader Google Marketing Platform ecosystem (including Display & Video 360, Campaign Manager 360, and Google Analytics 4). Its Floodlight tracking system enables unified conversion measurement across campaigns and engines, giving enterprise advertisers a holistic view of performance. The platform also supports bulk campaign management tools, inventory-based campaign creation, and advanced audience targeting. In the AdTech ecosystem, Search Ads 360 competes primarily with independent search management platforms like Marin Software and Kenshoo (Skai), as well as agency-built proprietary tools. Its tight integration with Google's own ad infrastructure and data products gives it a significant competitive advantage for advertisers already invested in the Google ecosystem. SA360 is positioned as the go-to solution for enterprise advertisers managing large-scale, multi-engine paid search programs requiring automation, governance, and cross-team collaboration.
Business model
SaaS
Target market
Enterprise
What they offer
Cross-Engine Campaign Management
Unified interface to manage paid search campaigns across Google Ads, Microsoft Advertising, and other supported search engines simultaneously.
Automated Bidding & Smart Bidding
Machine learning-powered bid strategies that optimize toward conversion goals across engines using Google's Smart Bidding technology.
Floodlight Conversion Tracking
Unified conversion measurement system that tracks user actions across campaigns, engines, and channels for consistent attribution.
Custom Reporting & Dashboards
Flexible reporting tools with customizable dimensions, metrics, and scheduled report delivery for enterprise-level analytics needs.
Inventory-Based Campaign Creation
Automated campaign and ad creation based on product feeds or data templates, enabling dynamic search advertising at scale.
Audience Targeting & Remarketing
Advanced audience list management and targeting capabilities, including integration with Google Audiences and first-party data.
Budget Management
Cross-campaign and cross-engine budget pacing and management tools to control spend allocation in real time.
API Access
Robust API enabling programmatic access to campaign data, reporting, and management functions for custom integrations and automation.
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Yes