Google Ads
Heap
| Feature | Google Ads | Heap |
|---|---|---|
| Pricing | Contact sales | Free only |
| Free Plan | ✗ No | ✓ Yes |
| Rating | 4.3 / 5 | 4.3 / 5 |
| Best For | businesses-of-all-sizes, ecommerce-stores, local-businesses, lead-generation | product-teams, growth-teams, ux-researchers, data-analysts |
| Founded | 2000 | 2013 |
| Search Ads | ✓ | ✗ |
| Display Ads | ✓ | ✗ |
| Video Ads | ✓ | ✗ |
| Shopping Ads | ✓ | ✗ |
| Remarketing | ✓ | ✗ |
| Conversion Tracking | ✓ | ✗ |
| Audience Targeting | ✓ | ✗ |
| Smart Bidding | ✓ | ✗ |
| Auto Capture | ✗ | ✓ |
| Retroactive Analytics | ✗ | ✓ |
| Session Replay | ✗ | ✓ |
| Journey Mapping | ✗ | ✓ |
| Funnels | ✗ | ✓ |
| Retention | ✗ | ✓ |
✓ Google Ads Pros
- Unmatched reach across Google properties and partner network
- Precise targeting by keywords, demographics, and intent
- Measurable ROI with detailed conversion tracking
- AI-powered Smart campaigns for automation
- Flexible budgeting with no minimum spend
✗ Google Ads Cons
- Costs per click rising in competitive industries
- Complex interface with steep learning curve
- Click fraud remains an ongoing concern
✓ Heap Pros
- Auto-capture all events
- No code required for tracking
- Retroactive analysis possible
- Session replay included
✗ Heap Cons
- Expensive at scale
- Can be data-overwhelming
- Slower than event-based tools
The Verdict
Google Ads is built for businesses of all sizes and ecommerce stores, with a focus on search-ads and display-ads. Heap targets product teams and growth teams and leads with auto-capture and retroactive-analytics.
Both tools use custom enterprise pricing — you'll need to contact sales for a quote, which makes direct cost comparison difficult.
Heap has a free plan, which gives it a meaningful edge for individuals and small teams exploring their options. Google Ads requires a paid subscription from day one.
Feature-wise, Google Ads offers broader built-in capabilities (8 features vs 6), while Heap takes a more focused approach — which can mean a simpler, faster onboarding experience.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.