Turn search spend into measurable growth as AI changes discovery

Search Ads 360 is Google's enterprise search management platform. It lets advertisers manage, bid, and report on paid search, shopping, and Performance Max campaigns across multiple engines from one interface, with shared conversion data through Floodlights and connections to the wider Google Marketing Platform.

Paid search still captures demand as AI-generated answers change how people research. Adswerve pairs Search Ads 360 management with answer engine optimization, tracking your visibility in AI responses so your search program covers both traditional results and AI answers.

Google Ads manages campaigns on Google inventory only. Search Ads 360 manages campaigns across several engines at once, supports cross-engine budget management and bid strategies, and lets you bid on custom conversion values from your own data rather than platform-native conversions alone.

Google Marketing Platform solutions (SA360, CM360, and DV360) share one measurement foundation. Floodlight conversions tracked in Campaign Manager 360 feed directly into SA360 for search bidding and DV360 for programmatic bidding, so every platform optimizes against the same definitions. Google Analytics adds the on-site picture of what people do after they click. The result is one set of conversion data across your paid media and one analytics view of what happens next, without reconciling reports across tools.

Search Ads 360 supports Google Ads and Microsoft Advertising alongside other engines, with retail media supply integrations expanding the inventory available through the platform. Which engines make sense depends on your category and geography.

Google licenses Search Ads 360 through authorized partners rather than selling direct to most advertisers. A partner like Adswerve handles licensing, account structure, and support, and can run bid strategy and feed management as an extension of your team.

Look for a partner that goes beyond platform access. If you're running search in-house, you want a foundation that's set up for value-based bidding, plus training, AI-powered support tools, and access to experts when bid strategies or feed management get complex. If you want managed search, you want a team that knows your data, optimizes around your business goals, and can connect search performance to broader measurement like incrementality and MMM. As the top Google Marketing Platform partner in the US, Adswerve manages more than $1B in annual search spend across both models.

Value-based bidding optimizes toward the predicted worth of a conversion (revenue, lead quality, LTV) rather than its conversion count or a flat CPA. Instead of treating every lead the same, your data feeds into Google’s algorithm to bid up on high-value signals and down on low-value ones in real time.