If you are looking for an Acquisio alternative, you probably built workflows around a tool that has stopped serving its original purpose. The Web.com acquisition left a hole in the cross-channel budget pacing and bid management space, and agencies still need that hole filled. Here is what happened, what you lose, and where to go next.
What Happened to Acquisio?
Acquisio was a cross-channel bid management and budget pacing platform that agencies used to run campaigns across Google, Bing, and Facebook. Machine learning-driven bid optimisation, automated daily budget adjustments, portfolio-level analytics. It was one of the first PPC tools to put ML behind bid management at any kind of scale, and mid-market agencies running complex multi-platform campaigns loved it for that.
Then Web.com bought it (now Newfold Digital), and the product changed direction. The roadmap moved toward SMB and local marketing. The agency-grade features that made Acquisio worth paying for, things like cross-channel bidding, advanced pacing logic and portfolio analytics, got deprioritised or quietly killed. Core PPC development slowed. The platform was now being built for a completely different customer.
So agencies that had wired Acquisio into their daily operations woke up on a product that no longer matched their work. The tool was not evolving with them. It was evolving away from them.
What Acquisio Was Known For
Picking a replacement gets easier once you remember what Acquisio actually did well. There were five things in particular.
Cross-channel bidding across search and social. Acquisio connected to Google Ads, Microsoft Ads (then Bing Ads) and Facebook Ads in one interface. Agencies could manage bidding without bouncing between native ad managers, which cut down context switching and made budget allocation a bit more coherent.
Automated daily budget pacing. The platform calculated daily budget targets and adjusted campaign budgets to hit monthly spend goals. The pacing engine accounted for weekday/weekend patterns, ramp periods and end-of-month acceleration. If you were managing twenty or more accounts, this was the feature that saved your week.
Portfolio-level performance analytics. Instead of reporting on individual campaigns in isolation, Acquisio aggregated performance across accounts and platforms. Total client spend, blended CPA, pacing status, all at a glance. You did not have to stitch the picture together from separate platform reports.
White-label reporting. Client-ready reports with custom branding were built in, so you could send polished deliverables without exporting to a third-party tool.
ML-based bid optimisation. Acquisio was one of the first PPC platforms to put ML behind bid management. The system pulled historical conversion data and adjusted bids toward performance targets. At the time, most competitors were still on rule-based logic, so this felt ahead of the pack.
The tool was popular with mid-market agencies running twenty to one hundred accounts. It sat between basic budget monitoring tools and enterprise platforms like Marin: real automation, without the price tag or onboarding pain of a full enterprise suite.
Why Agencies Are Leaving Acquisio
A few different reasons, all compounding since the acquisition.
Feature stagnation. The core PPC features have not kept up. Competitors added support for Performance Max, Advantage+ Shopping, new bidding strategies and better automation. Acquisio largely sat still, and the gap keeps widening.
SMB focus. New development goes into local marketing tools, website builders and small business bundles. None of that helps an agency running multi-platform campaigns at scale.
Slow platform updates. API connections can lag behind changes from Google, Meta and Microsoft. When the platforms ship new features or bid strategies, support inside Acquisio shows up late. Sometimes it does not show up at all.
Less agency support. Dedicated agency support teams were restructured after the acquisition. Agencies that used to have named account managers and priority channels have reported longer resolution times and thinner specialist help.
Pricing shifts. The pricing model was reworked after the acquisition. If your terms were negotiated for your specific account volume and usage, the new structure may be tighter and less flexible.
Trust. The biggest factor might be the quiet loss of confidence in where the product is going. When a roadmap drifts away from your needs, it is no longer a question of if you migrate, it is when. The longer you wait, the deeper your dependencies get on a tool that keeps moving the wrong way.
The Best Acquisio Alternatives
Each tool covers a different part of what Acquisio used to do. The right pick depends on which piece of Acquisio your agency leaned on hardest.
1. Pace Ads
Pace is the closest replacement for Acquisio's cross-platform budget pacing. It connects to Google Ads, Meta, TikTok, LinkedIn and Microsoft Ads via OAuth, and runs AI-driven daily budget adjustments that respect each platform's pacing quirks. Where Acquisio pioneered ML-driven bid optimisation, Pace runs a similar philosophy on budget management with newer infrastructure and broader platform coverage.
The pacing engine works out the daily adjustment you need to hit monthly targets. It factors in Google's 30.4x daily spending cap, Meta's CBO learning phases, and LinkedIn's lifetime budget pacing rules. Every automated change is logged with a timestamp, before/after values, and the reasoning behind it. You can hand that audit trail straight to a client as a change report. That is the kind of transparency Acquisio's reporting never really delivered.
Beyond pacing, Pace includes AI Sparks for automated anomaly detection, Pace Intelligence for conversational account analysis, Search Lens for keyword and search term insights, and overspend protection that enforces hard spending limits every five minutes. Plans start at $49/month, which is reachable for agencies that found enterprise tools out of budget. Honestly, it is the version of Acquisio I wish existed when I was building agency workflows. Cross-platform budget management built for agencies.
Best for: agencies that used Acquisio for cross-platform budget pacing and want the closest functional swap.
2. Marin Software
Marin is the enterprise pick when you need the widest possible channel coverage. It connects to Google, Meta, Amazon, Apple Search Ads and more, with cross-channel bid management, budget allocation and attribution modelling in one place.
If you used Acquisio's cross-channel bidding heavily, Marin gives you the broadest functional replacement on platform coverage alone. The trade-off is price and complexity. Marin is built for agencies running hundreds of thousands in monthly spend, and the onboarding reflects that. Smaller shops will struggle to justify the setup cost or the pricing.
Best for: enterprise agencies with large, complex channel mixes and the budget to absorb it.
3. Optmyzr
If your Acquisio use was mostly Google and Microsoft Ads, Optmyzr is the strongest fit. Rule-based optimisations, budget monitoring, quality score tracking, scripting, one-click bulk changes. It is deep automation for search.
The limitation is platform coverage. Optmyzr does not connect to Meta or LinkedIn Ads. If you liked Acquisio because it handled search and social in one place, you will need a separate tool for social. Plans start at roughly $250/month.
Best for: agencies focused on Google and Microsoft Ads who want deep search automation.
4. Skai (formerly Kenshoo)
Skai is an enterprise platform with real strength in retail media and ecommerce. Cross-channel bidding, attribution modelling, measurement across search, social and retail media. If you have large retail clients and used Acquisio for cross-channel bid management, Skai is the most relevant enterprise replacement.
The retail focus is what makes it different. Skai integrates with Amazon, Walmart, Instacart and other retail media networks alongside Google and Meta. That makes it specialised, possibly over-engineered if retail media is not a meaningful part of your spend.
Best for: enterprise agencies with large retail and ecommerce clients that need cross-channel attribution.
5. EDEE
EDEE is an agency management platform with an OptiPacer module that handles automated budget pacing across Google, Meta, LinkedIn and Microsoft Ads. Beyond pacing, the platform bundles task management, client reporting and workflow tools, so it leans more toward all-in-one agency ops.
If you used Acquisio as a central piece of your client management process (not just pacing) the wider EDEE feature set is appealing. The flip side is that pacing is one module inside a bigger platform. If budget management is all you need, you might end up paying for tools you will not use. For a deeper feature-by-feature look at all of these tools, see our budget pacing tools comparison.
Best for: agencies that want an all-in-one platform combining pacing with project management.
How to Migrate from Acquisio
The migration is not hard if you do it in order. These steps keep client work uninterrupted.
1. Export your historical data. Before you cancel anything, export every piece of historical performance data and client report you can pull. Pacing logs, bid adjustment history, budget targets, custom reports. Once the account closes, that data is often gone for good.
2. Connect your ad accounts to the new platform. Most modern tools use OAuth. A few minutes per account: authorise, pick the accounts you want to manage, confirm permissions. No API keys, no manual config.
3. Replicate your budget targets and pacing rules. Move your monthly budget targets, pacing preferences and any custom rules across. Make notes on the platform-specific settings, things like weekend scaling or end-of-month acceleration, so you do not lose them.
4. Run both platforms in parallel for a full billing cycle. Keep Acquisio and the new tool active side by side. Compare pacing recommendations daily. You want to be sure the new tool's budget maths matches what you expect before you commit.
5. Cut Acquisio over once you are confident. When the new tool's pacing looks right, switch off Acquisio's automated adjustments. If you can, keep read-only access for another month so you can pull historical data while you settle in.
6. Tell your clients. Share the first month's audit trail from the new platform with each client. Walk them through the transition, point out the improvements (better reporting, broader platform coverage, cleaner change logs), and use it as a chance to remind them how active your team is on their accounts.
Time the cutover for the first day of a new billing cycle. A clean start avoids mid-month chaos and gives the new tool an unmuddied baseline. Switching mid-month with partially-paced budgets is asking for headaches.
Pace was built for the cross-platform budget management that agencies relied on Acquisio for. If you are ready to move to a platform that is actively building out the features Acquisio walked away from, start a free trial.
