Take Control of Close Variants

Not all intent is good intent. Adpulse gives you the tools to see what’s helping, what’s hurting, and take action instantly, right from your dashboard.

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Close Variant Chaos? Not Anymore.

Close variants might help you reach more people, but they often bring irrelevant traffic that hurts performance. You’ve seen it before: mismatched search terms, wasted spend, and no way to opt out. So we built a better way.

Adpulse’s Close Variant Manager helps you analyse, manage, and take control of variant matching, so you can clean up your traffic, tighten your targeting, and protect your results.

Why It Matters

We analysed over 4 million clicks and the results were clear: Close variants had almost double the CPA and half the ROAS compared to true matches. That’s not a rounding error, it’s a revenue leak.

Adpulse is the only platform that not only shows you the real impact of close variants but also gives you the tools to fix them, fast. All in-app. All at scale.

Read study

Adpulse Close Variant Manager - Why It Matters

Take Action Right in the Platform

Filter your search terms by keyword, metric, or status, then apply changes directly in-app. In bulk or one-by-one, you can:

Add Keywords
Add Negatives
Save as Allowed Phrases
Remove Negatives

No switching tools. No exports. No time wasted.

Adpulse Close Variant Manager - Take Action Right in the Platform

See What’s Helping—or Hurting

Adpulse reports on the performance of Close Variants vs. True Match, from the ad account level right down to ad groups. You’ll see precisely where variants are dragging performance – and where they’re actually helping – so you can stop guessing and start improving.

No more pivot tables. Just clarity, insight, and action.

Adpulse Close Variant Manager - See What’s Helping or Hurting

Get Specific with Allowed Phrases

Not all close variants are bad. That’s where Allowed Phrases come in.

Think of them like Adpulse-native keywords; plurals, misspellings, or variations you’re happy to allow. We treat any search terms that match your keywords or Allowed Phrases as True Matches, so your reports stay clean and your optimizations stay sharp.

Adpulse Close Variant Manager - Get Specific with Allowed Phrases

Turn on Automatic Mode

Once your True Match setup is locked in, let Adpulse do the heavy lifting.

Automatic Mode will instantly add any new poor-performing Close Variants as negatives, saving you hours and tightening performance every step of the way. Choose where you want them saved – Campaign, Ad Group, or list, and you can always review and undo the negatives at any point.

Adpulse Close Variant Manager - Turn on Automatic Mode

Limited offer

Start a free 14-day trial during September and only pay $19.99 USD for the first month.
Unlimited spend, unlimited ad accounts, unlimited users, unlimited potential.

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Built for you

Agencies

We get it, agencies have a lot going on. (We used to be one, so we’ve lived it firsthand.) Juggling budget pacing across dozens of accounts and platforms? Keeping tabs on offshore teams? Trying to scale without ballooning your headcount? Yeah, we’ve been there. That’s why we built Adpulse, to help agencies like yours stay sharp, move fast, and keep a competitive edge.

Advertisers

Managing ad spend across multiple regions and platforms with complex campaign structures can be a headache. The main challenge? Performance. How do you figure out which platform is giving you the best return? How do you get the most out of a lean team? Adpulse makes it simple to tackle these challenges, helping you optimize with ease and drive better results without the hassle.

Team Leaders

Want a clear, real-time view of how all your accounts - and your team - are performing? Adpulse gives you full visibility across your portfolio, along with actionable insights at both the team and individual level. Build workflows your team will actually want to follow, streamline your daily operations, and deliver consistent, high-quality results your clients will appreciate (and stick around for).

Paid Media Specialists

Frustrated with managing your accounts and thinking there has to be a better way? You’re right, and you’ve just found it. Adpulse gives you the power to take fast, impactful actions while automating the tedious, repetitive tasks that eat up your time. That means you can spend more time driving real results for your clients and less time buried in complex spreadsheets, switching between clunky platforms, or dealing with manual processes.

All the Features You Need in One Place

Budget Management

Effortlessly manage cross-platform budgets with automation that prevents overspending and maximizes spend. Create schedules, monitor performance, and reallocate budgets across platforms, all in-app for ultimate control. Work Smarter with tools that simplify budget management, letting you focus on driving results.

Multi-Platform Support

Manage your ads like never before with true multi-platform support for Google, Facebook, Microsoft, TikTok, LinkedIn, and Amazon. Easily track performance and reallocate budgets seamlessly across platforms. See Everything with complete visibility and control over your campaigns.

Performance Optimizations

Make impactful, data-driven optimizations across your accounts in seconds with our unique prioritization tool. Prefer a hands-on approach? Dive deep into curated data to unlock each account's full potential. Work Smarter with insights and tools that streamline your optimization process

Unified Dashboard

With our one-of-a-kind Unified Dashboard, you get instant, multi-platform visibility across your entire portfolio. Easily segment data by team, individual, or priority level to see everything in context - quickly spot what needs attention and take meaningful action without delay.

Insights and Alerts

Stay on top of it all effortlessly. With a comprehensive library of built-in checks for critical issues and Best Practices, plus custom metric monitors for everything else, you’ll See Everything and ensure nothing slips through the cracks.

Search Term Management

Identify the search terms shaping your performance and take control; add negatives or keywords in bulk with just a few clicks. This quiet achiever is a game-changer, helping you Drive Performance and deliver impactful results.

Shopping Analysis

Gain unique insights with dedicated shopping functionality that showcases product performance across all campaigns - insights you won’t find on ad platforms. Drive performance with ROAS-driven budget automation that maximizes bottom-funnel results.

All the Features You Need in One Place

Highly recommend it to any performance marketing team looking to scale with control and confidence.

We’ve been using Adpulse at our agency for several years now, and it’s become an essential part of our Google / Bing Ads management process.

Its automated alerts, budget pacing, and optimization features help us stay ahead of potential issues, saving time and preventing budget mismanagement. With Adpulse, we’ve improved campaign performance, streamlined operations, and enhanced client satisfaction.

It’s a powerful tool for any agency managing multiple accounts or large budgets.

Ted Goodman

, VP of SEM

National Positions

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