It's much less expensive than the alternatives, and pretty intuitive. The rules engine is hands down my favorite part. I can build a rule like "if ACoS is over 40% for the last 14 days and spend is over $50, lower the bid 15%" in about 5 minutes, preview exactly which keywords it would hit before I turn it on, then set it on a schedule and walk away. That preview step is huge because I'm not flying blind hoping I didn't just nuke my whole account.
Past that, the dayparting actually does what it says (we dial bids down overnight and on weekends and it just runs), the dashboard loads fast and shows me the metrics I actually care about without 4 clicks, and their AI chat is honestly useful for quick questions like "what were my top search terms last month" instead of building a report from scratch every time. Review collected by and hosted on G2.com.
There's a real learning curve the first week. Rules have a lot of options and it took me a few tries to feel confident I knew what each one was actually going to do.
Some of the heavier report pages get a little slow when I pull 90 days on our bigger account. Not broken, just noticeable. Review collected by and hosted on G2.com.