Comparison · Google Ads · SEO
Semrush vs SE Ranking for PPC and keyword research
Updated: · PPCradar by Modernitos · how we work
Contents
Semrush and SE Ranking are all-in-one SEO platforms that also work for PPC: keyword research with CPC and paid competition, and analysis of competitors' campaigns. The big difference for an ads manager is that Semrush sells a dedicated Advertising toolkit, while SE Ranking includes paid data inside its general plans at a lower price.
The comparison in one table
| Item | Semrush | SE Ranking |
|---|---|---|
| Entry plan with the full research tools | Starter: $199/mo ($165.17/mo annual) | Core: $129/mo ($103.20/mo annual) |
| Top published plan | Pro+: $299/mo ($248.17 annual); Advanced custom | Growth: $279/mo ($223.20 annual) |
| PPC tools | Separate Advertising toolkit: Base $99/mo and Pro $220/mo (annual) | Included: CPC, paid competition and competitors' paid campaigns |
| Keywords tracked daily | 500 (SEO) · 1,500 (Pro+) | 2,000 (Core) · 5,000 (Growth) |
| Trial or free plan | Free plan: 10 reports a day and 1 demo project | 14-day free trial |
Semrush: a dedicated kit for advertisers
According to the Advertising toolkit pricing page, the Base plan ($99/month billed annually) includes AI recommendations for campaign optimisation, unlimited ad spend, a unified Google and Meta dashboard, unlimited ad creative generation, competitor keyword analysis, Google Shopping ads research and unlimited Google Ads exports. Pro ($220/month) adds AdClarity, all competitor ads (display, video and social) and competitor landing page views.
Its SEO and AI search plans are separate. According to the official Semrush blog, Starter costs $199/month ($165.17 billed annually) and includes MCP access, and Pro+ $299/month ($248.17 annual) with historical data. Basic SEO plan — Pricing: see official site. If you only care about PPC, the Advertising toolkit may be enough.
SE Ranking: paid data inside the SEO plan
The SE Ranking subscription page shows Core at $129/month (10 projects, 1 manager seat, 2,000 keywords tracked daily and unlimited keyword, competitor and backlink research) and Growth at $279/month (30 projects, 3 manager seats, 5,000 keywords and historical data). Annual billing cuts 20% and there is a $69/month Agency Pack add-on (annual billing only) with white label.
For PPC, its keyword tool covers 188 country databases with CPC and paid competition and shows "which websites run PPC campaigns for the same keywords". Its competitor research reviews paid and organic campaigns, rivals' traffic cost, CPC and number of advertisers, plus paid ad history.
Who each one is for
- Semrush is for teams investing in Google and Meta who want a dedicated advertising kit, with display, video and social ad research (Pro) and a unified dashboard.
- SE Ranking is for freelancers, small businesses and agencies doing SEO and PPC together who want CPC data and competitor ads without paying for a separate kit.
Our opinion
If your work is mostly ads, Semrush's Advertising toolkit is the more specific of the two, and its Pro plan reaches channels SE Ranking doesn't advertise, such as display, video and social. If you do SEO and PPC and watch the price, SE Ranking Core gives a lot for less money, with a 14-day trial to check whether its paid data covers your markets. With either, cross-check CPC estimates against the Google Ads Keyword Planner: they are estimates, not your account data.
More alternatives in the best competitor ad intelligence tools and the best PPC management tools.
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Frequently asked questions
Which is cheaper?
For pure PPC, Semrush's Advertising Base toolkit ($99/month annual) is the lowest entry point. For SEO and PPC together, SE Ranking Core ($129/month, $103.20 annual) includes both.
Does SE Ranking have competitor ad data?
Yes: its competitor research shows paid campaigns, CPC, number of advertisers and ad history.
Does Semrush show display and social ads?
Yes, on the Pro plan of the Advertising toolkit, with AdClarity.
Do they have a free trial?
SE Ranking offers 14 days with no card. Semrush has a free plan with 10 reports a day and trials on its SEO plans.
Do they replace the Google Keyword Planner?
Not entirely: their CPCs are estimates. Use them for research and cross-check with Keyword Planner before setting budgets.
Sources
- Semrush — SEO + AI Search plans and pricing
- Semrush — Advertising toolkit plans and pricing
- Semrush blog — Starter vs. Pro+
- SE Ranking — Subscription plans
- SE Ranking — Keyword Suggestion Tool
- SE Ranking — Competitor traffic research
Illustrations created with AI; they do not show real products or interfaces.
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