What Ad Badger does

Ad Badger is an Austin, Texas-based SaaS company that builds automation software for Amazon pay-per-click (PPC) advertising, founded in 2017 by Michael Erickson Facchin. The platform targets individual Amazon sellers, small-to-medium businesses, and Amazon-focused marketing agencies, offering tools that automate bid optimization, negative keyword management, positive keyword discovery, and account navigation across Amazon Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. The core technology is the proprietary Bids by Badger algorithm, which performs daily micro bid adjustments by comparing expected Revenue Per Click to Cost Per Click for every keyword, with the goal of hitting a user-defined target ACOS; adjacent modules include nightly negative-keyword automation, a positive keyword recommendation engine, and an Account Navigator that browses campaigns roughly three to ten times faster than Amazon's native ad console. Ad Badger is an official Amazon Advertising Partner and ingests campaign data via the Amazon Advertising API; its systems process 1.7 million keywords daily across 1,100+ accounts.

The company monetizes through three streams: (1) tiered annual SaaS subscriptions (Emerald, Platinum, and Ruby plans) sold primarily via self-serve sign-up on adbadger.com with a hybrid PLG motion and CEO-led demo calls for larger accounts; (2) a managed services tier in which Ad Badger's team runs campaigns end-to-end for clients who prefer hands-off management, with roughly 1–2% of software accounts graduating to this tier; and (3) one-on-one PPC coaching. Distribution is entirely digital — direct website sales, direct enterprise demos, and the Amazon Advertising API — with no physical retail presence. The company is privately held, founder-owned, and has raised only $200,000 in disclosed seed capital (2018–2019, from gener8tor, Right Side Capital Management, and The Brandery), with subsequent growth appearing bootstrapped.

Commercially, Ad Badger has built a substantial content moat, including the #1-rated PPC Den podcast on Amazon Advertising, a 11,500-subscriber YouTube channel, a 24,500-follower CEO LinkedIn presence, and 10,000+ hours of published educational content used as a top-of-funnel acquisition channel. The company employs approximately 15 people (roughly 10 in services), is remote-friendly, and operates globally with stated presence in North America (US, Canada) and Europe (UK, Germany, France, Italy). Named case studies span Rocketbook (448% holiday revenue growth, 50% sustained), FreshField Naturals (305% increase in monthly sales revenue, 600%+ impressions), and agencies including SellWave, XP Strategy, and eSpark. The company is GDPR- and CCPA-compliant.

Name

Ad Badger

Legal name

Ad Badger

Website

https://adbadger.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Ad Badger is a SaaS platform that automates Amazon PPC bid optimization, negative keyword management, and campaign analytics for individual sellers, growing brands, and Amazon-focused marketing agencies, processing 1.7M keywords daily across 1,100+ accounts.

Ownership category

akta.pro rank

Product category

Amazon PPC Software

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183), Advertising Agencies (54181)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industries

Marketing Automation Platforms & Services (BPAFAFAC), Marketing Automation & Campaign Management CRM (HDAEAFAB)

Keywords

• Amazon PPC software
• Amazon bid optimization
• Amazon seller tools
• PPC keyword automation
• E-commerce advertising software

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. SaaS Software Subscriptions: Tiered subscription plans (Emerald, Platinum, Ruby) providing access to the Ad Badger PPC software platform with varying feature levels. Customers can upgrade between plans as their needs grow.
2. Managed PPC Services: Full-service Amazon PPC management where Ad Badger's team manages campaigns on behalf of clients. Approximately 1-2% of software accounts graduate to this managed tier.
3. PPC Coaching: One-on-one coaching services for Amazon sellers looking to learn and improve their own PPC management skills.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Ad Badger provides an all-in-one Amazon PPC software platform that automates bid optimization, negative keyword management, and campaign analytics for Amazon sellers. The proprietary Bids by Badger algorithm makes daily micro bid adjustments to hit target ACOS, processing 1.7 million keywords daily across 1,100+ accounts. The company complements the SaaS product with managed PPC services, 1-on-1 coaching, campaign audits, and Amazon SEO services for sellers who want hands-off campaign management.

Product overview

Ad Badger offers an all-in-one Amazon PPC software platform with a modular architecture combining core automation tools, free analytical resources, and managed services. The core Ad Badger platform manages 1.7 million keywords daily across 1,100+ accounts, with key sub-products including Bids by Badger (proprietary bid optimization algorithm), Negative Keyword Automation (daily scanning for wasteful spend), Negative Keyword Finder, Positive Keyword Tool, Account Navigator Tool (3x faster campaign browsing), and ACOS Control Matrix. The platform integrates with Amazon Advertising API as an official Amazon Advertising Partner. Beyond software, Ad Badger provides managed services (full campaign management), coaching programs (1-on-1 strategy), campaign audits, and Amazon SEO services. The company also maintains an extensive content ecosystem including the #1-rated Amazon PPC Den Podcast, free tools (N-Gram Analysis, Search Query Performance Analyzer, Placement Bid Calculator), educational guides (Starter Kit, Campaign Types Guide, Evergreen Strategy Guide), and white papers.

Differentiator

Problem solved

Functional benefit

Brands

• Bids by Badger: Bid optimization tool that uses a proprietary bid algorithm to analyze conversion data and hit target ACOS
• ACOS Control Matrix
• Positive Keyword Tool
• Negative Keyword Finder
• Negative Keyword Automation
• Account Navigator Tool
• N-Gram Analysis Tool
• Search Query Performance Analyzer
• Placement Bid Calculator

Products and services

• Ad Badger Amazon PPC Software All-in-one SaaS platform that automates Amazon PPC bid optimization, negative keyword management, and campaign analytics for Amazon sellers, sold via tiered annual subscriptions (Emerald, Platinum, Ruby).
• Amazon PPC Management Services Full-service managed tier in which Ad Badger's team handles end-to-end Amazon PPC campaign management, optimization, and strategy execution on behalf of clients.
• Amazon PPC Coaching One-on-one coaching engagement providing expert guidance on Amazon PPC strategy, including weekly strategy sessions, account walkthroughs, and personalized campaign optimization advice for sellers who want to learn.
• Campaign Audit Strategic vision and audit service that evaluates current Amazon PPC campaign performance and identifies optimization opportunities for sellers.
• Amazon SEO Service Search engine optimization service for Amazon listings, including product page optimization and image enhancement to improve organic ranking.
• Send Google Ads to Amazon Cross-platform advertising strategy service that helps Amazon sellers leverage Google Ads traffic to drive sales of their Amazon products.

Quantifiable outcome

• 448% revenue growth during holidays with sustained 50% growth afterward
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature6 records

Partnerships

One partnership is on record.

• Amazon Advertising APIcoreTechnology or IntegrationAd Badger operates as an official Amazon Advertising Partner with API access. They access campaign performance data, bid history, keyword data, and product information via the Amazon Advertising API. This data is used solely to provide and optimize services for customer accounts.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jungle Scout: Major Amazon seller platform offering product research, keyword tools, and advertising optimization features. Competes directly with Ad Badger on Amazon PPC management and shares the same SMB Amazon seller customer base.
• Quartile: Amazon advertising and marketplace intelligence platform offering PPC management, SEO, and analytics. Direct competitor targeting the same Amazon seller and agency customer base as Ad Badger.
• Teikametrics: AI-powered marketplace advertising optimization platform for Amazon, Walmart, and other channels. Competes with Ad Badger in Amazon PPC automation with a multi-channel expansion angle.
• Helium 10: All-in-one Amazon seller suite that includes PPC automation, keyword research, and product analytics. Direct competitor to Ad Badger in the Amazon PPC automation category, with broader suite of tools and significantly larger scale.
• Perpetua: Enterprise-grade Amazon advertising optimization platform focused on automated PPC and DSP campaigns. Directly comparable to Ad Badger on Amazon-specific bid management, with a more enterprise-leaning customer base.
• SellerApp: Amazon seller platform offering PPC optimization, keyword research, and product intelligence. Competes directly with Ad Badger on Amazon advertising automation for the SMB seller segment.
• Pacvue: Commerce acceleration platform providing Amazon and Walmart advertising optimization, retail media, and analytics. Overlaps with Ad Badger on Amazon PPC automation with a broader commerce media focus.

Emerging players

• BidX: Amazon advertising optimization platform (formerly Sellics) offering PPC automation and analytics tools. Competes with Ad Badger in the Amazon advertising software category with a more recently rebranded product focus.
• PPC Entourage: Amazon PPC management and software platform offering bid optimization and campaign management services. Smaller specialist direct competitor focused on Amazon advertising.
• Scale Insights: Amazon PPC automation platform focused on AI-driven bid and budget management. Niche direct competitor to Ad Badger with focus on algorithmic optimization for Amazon sellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AdBadgerApp
• YouTubeyoutube.com/channel/UCSsWYJQZT32uUsjBKg9r1qA
• Facebookfacebook.com/adbadgerapp
• LinkedInlinkedin.com/company/adbadger
• Instagraminstagram.com/adbadgerden

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ad Badger