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Stan Consulting

Software comparison | Updated July 28, 2026

Google Keyword Planner vs Semrush: free ad planning or deeper research?

Keyword Planner is the right first tool for Google Ads demand and forecasts. Semrush costs more because it covers ongoing SEO, competitor, rank, backlink, and AI-visibility work beyond one ad plan.

Read the verdict

The short answer

Use Keyword Planner for a small Google Ads account. Pay for Semrush when research becomes a recurring cross-channel job.

Keyword Planner is free inside Google Ads and answers a focused advertising question. Semrush's current SEO plan is $139 monthly or $117.33 per month billed annually and adds broader competitor, SEO, rank, site-audit, and AI-search research.

Decision rule: Pay for breadth only when someone will use the broader data every month.

Option 1

Google Keyword Planner

Free inside Google Ads; media spend is separate.

Local or focused Google Ads demand, bid ranges, and forecasts.

Strongest reasons to choose it

  • No separate subscription
  • Google advertising data
  • Location and forecast controls

Watch before you buy

  • Rounded volumes
  • No full competitor SEO or backlink platform

Verify Google Keyword Planner pricing and features

Option 2

Semrush

$139 monthly or $117.33/month billed annually for the current SEO plan.

Recurring SEO, competitor, rank, site-audit, and AI-search research.

Strongest reasons to choose it

  • Broader competitive research
  • SEO and AI visibility in one platform
  • Rank and site-audit workflows

Watch before you buy

  • Material monthly cost
  • More data than a small ad account may need

Verify Semrush pricing and features

Side-by-side comparison

What changes in real use

DecisionGoogle Keyword PlannerSemrushEdge
Google Ads planningDirect fit for keyword ideas and ad forecasts.Useful keyword research with broader marketing context.Keyword Planner
SEO competitorsNot a full SEO competitor platform.Core paid research use case.Semrush
PriceNo separate tool fee.Paid monthly or annually.Keyword Planner
Ongoing research depthFocused advertising tool.SEO, rank, audit, competitor, backlink, and AI features.Semrush

Who should choose each

Match the tool to the operating reality

Choose Google Keyword Planner

The current job is a focused Google Ads plan.

  • Small account
  • Local demand check
  • No recurring SEO research owner
Choose Semrush

Research spans SEO, competitors, rankings, and AI visibility.

  • Monthly competitor work
  • Multiple sites or markets
  • Rank, audit, and AI research are used
Before paying

Run the same test in both products

  • Use the same country and language
  • Compare the same service terms
  • Record which extra data changes a real decision
  • Calculate annual tool cost
Do not buy a broad research platform to answer one narrow advertising question.

Sources

Check the official page before you pay.

These are the official product, pricing, or help pages used for this guide. Prices were checked on July 28, 2026.

Google Keyword PlannerOfficial product and workflowSemrush pricingCurrent SEO and AI Search plans

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