Search Ads 360 (SA360) is Google’s enterprise search management platform. Advertisers use it to manage paid search campaigns across Google, Microsoft Advertising, and Yahoo Japan from one interface. SA360 sits within Google Marketing Platform alongside Display & Video 360 and Campaign Manager 360.
Cross-engine management
Managing Google Ads, Microsoft Advertising, and other search engines in separate platforms creates fragmentation. SA360 removes it. Advertisers get unified reporting, shared budgets, and cross-engine bid strategies. These treat the search portfolio as a whole rather than isolated accounts. For organisations running hundreds of campaigns across multiple markets or business units, that consolidation removes significant operational overhead.
Automated bidding
SA360’s machine learning engine optimises bids across thousands of campaigns and keywords simultaneously. It incorporates signals like inventory feeds, margin data, and CRM inputs alongside standard auction data. Bidding runs on Floodlight conversion data. That means it uses the same attribution model as the rest of GMP.
Advertisers who layer in Google Ads auction-time bidding alongside Search Ads 360 portfolio strategies get compounding optimisation. Google’s own 2024 data shows multi-engine portfolio optimisation delivered 5% more conversions versus optimising each channel independently.
Floodlight attribution
SA360 uses Floodlight tags to track macro-conversions and micro-conversions alike. That data feeds directly into bidding and budget decisions. When connected to Analytics 360, SA360 supports data-driven attribution across the full customer journey. Bids reflect actual business value rather than just last-click performance. Floodlight data also flows into Microsoft Advertising campaigns managed through SA360, extending measurement beyond Google’s own properties.
Inventory and bulk operations
SA360 auto-generates campaigns and ads from product feeds. For retail and travel advertisers, this removes the manual work of keeping creative aligned with a constantly changing inventory. Teams can also apply bulk edits across thousands of keywords and campaigns at once.
Cross-channel remarketing
SA360 lets advertisers build audience segments from interactions across search, display, and video; those segments apply directly to search campaigns for tighter targeting. Combined with portfolio bid strategies, this creates a more direct link between audience signals and bidding decisions.