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With Marin Software shutting down, Search Ads 360 (SA360), part of the Google Marketing Platform, is the best destination for you to transfer your enterprise-level campaign management.
This comprehensive comparison dives into the key features, strengths, weaknesses, pricing considerations, and ideal use cases for both SA360 and Marin Software (as it was) to help you make an informed decision.
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SA360 is Google’s enterprise search management platform. Designed for advertisers managing significant spend and complex campaigns across Google Ads and other search engines, it offers deep integration with the Google Marketing Platform (GMP), advanced bidding strategies leveraging Google’s AI, and robust reporting capabilities within that ecosystem.
Marin Software was an independent, third-party advertising management platform designed to unify campaigns across multiple channels, including search and social. It emphasized cross-platform optimization, AI-driven insights, budget management, and workflow automation.
In April 2025, after years of declining revenue, Marin Software announced it would shut down. Below is a table comparing Marin’s functionality to SA360, to help you make an informed decision on what should replace Marin in your media stack.
| Feature Area | Search Ads 360 (SA360) | Marin Software | Notes from InfoTrust |
|---|---|---|---|
| Platform Focus | Search, Shopping, Display, Video (Performance Max and Demand Gen) |
Cross-Channel (Search, Social, Retail, Display) |
|
| Platform Support | Management focused on search and campaign types within search platforms: Google Ads, Microsoft Ads, Yahoo! Japan, Baidu | Search, Social, Retail | SA360's focus comes with more powerful cross-platform optimization. |
| Bidding & Optimization | Advanced Google AI strategies; auction-time bidding across deduplicated activity (Google Ads, Microsoft) | Cross-platform predictive modeling; claimed unbiased recommendations | Google's bidding algorithms are industry-leading. Auction-time optimization allows for real-time bidding requirements. |
| Reporting & Analytics | AI report-building interface, custom formula columns, cross-channel attribution, offline conversions | Connects multiple data sources for a unified dashboard | SA360 reporting is robust for the media it is tracking or managing. SA360 integrates with our GMP platforms to feed holistic marketing reporting. |
| Automation & Workflow | Automated bidding, budget optimization and management, automated rules, bulk edits Templates create dynamic feed-based ads across platforms |
Rule-based automation, budget optimizer, bulk management, scripting capabilities | Automation and streamlined workflows remain an important aspect of all buying platforms. A platform that is part of a full stack can drive further workflow improvements. |
| Integrations | Deep integration with CM360 and GA4 Other tools include Google Merchant Center, BigQuery, Adobe Analytics |
Integrated with various ad platforms, analytics, CRMs, and data warehouses | |
| Social Ads Management | Tracking with Floodlight tags and click trackers can improve optimization of managed channels. Create cross-channel remarketing lists for social |
Native campaign management and optimization for major social platforms | |
| Retail Media Management | Can create and manage Shopping campaigns across search platforms | Support for Amazon, Walmart, Criteo Retail, and Instacart | Retail media is a key focus of this year's road map. |
| Ownership | Part of the Google Marketing Platform | Independent platform | Benefits of being part of the Google stack include powerful optimizations, data sharing, and ultimately greater efficiency. |
Those invested in the Google ecosystem (Google Ads, GA360, DV360, CM360, etc.).
Primarily those managing complex, high-spend search campaigns across search platforms.
Prioritizing access to Google’s latest bidding algorithms and features.
Requiring seamless data flow between Google Marketing Platform products.
SA360 pricing models can vary based on how you access the platform. The most common way to license use of the platform is through a certified Google Marketing Platform Sales Partner.
A percent of media managed through the platform. This only includes the campaign types that are managed–not those that are only trackable–through the platform. Some partners may require a minimum monthly or annual spend level. This is sometimes offered as a tiered rate based on spend managed through the platform.
A negotiated rate that provides technical support, training, or other needs related to the platform. These are often structured as hours or tiered packages of support services.
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