TrueClicks
TrueClicks is a bootstrapped Amsterdam-based SaaS platform that unifies PPC auditing, monitoring, optimization, and automation for marketing agencies and brand advertisers running Google Ads and Microsoft Advertising, with tiered subscriptions, a freemium entry point, and a beta AI assistant.
- Company typePrivate
- Founded2017
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What TrueClicks does
TrueClicks B.V. is a privately held, bootstramped B2B SaaS company headquartered in Amsterdam (Singel 542) that builds a unified pay-per-click (PPC) management platform for marketing agencies and in-house brand advertisers running Google Ads and Microsoft Advertising campaigns. Founded in 2017 by agency veterans Wijnand Meijer (CEO) and Ales Sturala (CTO), the platform combines auditing, real-time monitoring, optimization, budget pacing, KPI tracking (ROAS, CPA, CPC), and automation (Auto-Apply) in a single suite, anchored by a proprietary TrueClicks Score built on 100+ PPC best practices. A beta PPC AI Assistant (January 2026), powered by Google Gemini 3, translates natural-language prompts into queries across Google, Microsoft, and Meta ad accounts; supplementary features include performance alerts, task management, custom attributes, SSO (Microsoft Entra ID, Google Workspace, Okta via WorkOS), and integrations with Looker Studio, n8n, and Claude AI via MCP connectors. The company also distributes a free-tools ecosystem (GAQL.app, GAQL Fetcher Sheets add-on, PPC calculators, ChatGPT GPTs) for community-led top-of-funnel demand generation.
TrueClicks operates a tiered subscription model priced on monthly linked ad spend: a forever-free plan up to $50K spend, Plus ($50K-$400K) at $449/month, Pro ($400K-$2.5M) at $549-$899/month, and Enterprise (>$2.5M) at $2,999/month for $5M spend, with SSO at $1,500/year per domain and a 30-day free trial plus a $2,000 90-day paid pilot for $1M+/month accounts. The go-to-market is a hybrid: product-led growth for the self-serve/freemium bottom, direct sales with live demos and pilots for mid-market and enterprise, plus a 30% referral program and an agency reseller program that enables white-label client access with up to 42% net cost reduction for the agency. Customers include global brands and holding companies such as Danone, dentsu, GroupM, Adidas, Just Eat Takeaway, Polestar, Calvin Klein, Asics, and Kinesso, with a stated user base of 3,000+ and $4.8B+ in yearly ad spend linked to the platform; the company is profitable and operates globally across EMEA, North America, and APAC. Infrastructure is hosted on Microsoft Azure (ISO 27001, SOC 2 Type 2), payments are processed by Stripe, and the platform is GDPR- and CCPA-compliant by design given the non-PII nature of advertising data.
TrueClicks firmographics
Firmographics- Name
- TrueClicks
- Legal name
- TrueClicks B.V.
- Website
- https://trueclicks.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TrueClicks is a bootstrapped Amsterdam-based SaaS platform that unifies PPC auditing, monitoring, optimization, and automation for marketing agencies and brand advertisers running Google Ads and Microsoft Advertising, with tiered subscriptions, a freemium entry point, and a beta AI assistant.
- Ownership category
- akta.pro rank
TrueClicks industry classification
Industry- Product category
- PPC Management Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Advertising (7310), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industry
- Media Auditing, Verification & Compliance (Billing, Makegoods, QA) (BPAFABAM)
Keywords
Where TrueClicks is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
TrueClicks business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription SaaS: Monthly, semi-annual, or annual subscription plans based on monthly linked ad spend tiers. Plans range from Free (up to $50K), Plus ($50K-$400K), Pro ($400K-$2.5M), to Enterprise (>$2.5M). Fair billing policy ensures customers pay based on actual usage over 6-12 month periods.
- Referral Program: 30% recurring commission on referred customer subscription fees for first 12 months. Referred customers receive 20% first-payment discount.
- Reseller Program: Agencies can resell TrueClicks access to clients at self-determined prices, reducing agency net subscription costs by up to 42%.
- SSO Add-on: SSO available as paid add-on for $1,500/year per email domain (free for Enterprise $3M/mo plan on yearly billing).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Plan - Up to $50K monthly ad spend |
| Subscription | Monthly | Plus Plan - $50K to $400K monthly ad spend |
| Subscription | Monthly | Pro Plan - $400K to $2.5M monthly ad spend |
| Subscription | Monthly | Enterprise Plan - More than $2.5M monthly ad spend |
| Subscription | Annual | Annual Billing Discount |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
TrueClicks product offering
Product offeringCore offering
TrueClicks is a SaaS platform for managing PPC (pay-per-click) advertising on Google Ads, Microsoft Advertising, and Meta Ads. It provides auditing with the proprietary TrueClicks Score, real-time monitoring and alerts, budget pacing, KPI tracking, automated optimization (Auto-Apply), and an AI Assistant (powered by Google Gemini 3) for natural language queries of ad data. The platform is delivered via subscription tiers based on monthly ad spend volume and is used by agencies and brand advertisers to reduce wasted ad spend and streamline quality assurance across multiple client accounts.
Product overview
TrueClicks is a unified PPC (Pay-Per-Click) management software platform designed for agencies and brands managing Google Ads and Microsoft Advertising campaigns. The platform comprises a portfolio of integrated modules: PPC Auditing (scoring and recommendations), PPC Monitoring (real-time alerts), PPC Optimization (bulk fixes), PPC Budget Monitoring, PPC KPI Tracking, PPC Automation (Auto-Apply), and PPC AI Assistant (natural language queries via Gemini 3, currently in beta). The core workflow connects via OAuth to ad platforms, analyzes account health using the TrueClicks Score based on 100+ best practices, generates prioritized recommendations, and enables direct issue resolution. Additional capabilities include Performance Alerts, Task Management, Target Monitoring, and Custom Attributes. TrueClicks also offers free tools including GAQL.app for data queries, ChatGPT GPTs for Google/Microsoft/Meta Ads, Claude AI integrations with MCP connectors, and a Google Sheets add-on. The platform is delivered as SaaS with tiered pricing based on monthly ad spend volume.
Differentiator
Problem solved
Functional benefit
Products and services
- PPC Auditing Comprehensive account auditing based on 100+ PPC best practices, providing the TrueClicks Score and actionable recommendations to improve account health. For agencies and brand advertisers managing Google Ads and Microsoft Advertising.
- PPC Monitoring Real-time alerts and dashboards for monitoring campaign performance, red flags, and budget pacing across all linked accounts. Notifies users when performance deviates or issues occur.
- PPC Optimization Bulk issue resolution powered by prepared optimization suggestions. Enables fixing errors across all campaigns in a few clicks, eliminating one-at-a-time campaign management.
- PPC Budget Monitoring Cross-platform, cross-account budget pacing for any time frame, with visual progress indicators and projections to help users stay within budget.
- PPC KPI Tracking Target monitoring feature that tracks ratios such as ROAS, CPA, and CPC to assess efficiency, with daily updated performance versus target overviews.
- PPC Automation (Auto-Apply) Auto-Apply feature that ensures settings, negative keywords, and placement exclusions are applied consistently across accounts to reduce repetitive manual work and waste.
- PPC AI Assistant AI-powered assistant that uses natural language processing (powered by Google Gemini 3) to query Google Ads, Microsoft Advertising, and Meta Ads data, transforming time-consuming PPC analysis tasks into quick answers. Currently in beta.
- GAQL.app Free tool providing a human-friendly interface to query Google Ads, Microsoft Ads, and Meta Ads accounts. Used as middleware for ChatGPT integrations and other AI workflows.
- TrueClicks Referral Program Affiliate program where active TrueClicks users can refer paying customers and earn 30% commission on subscription fees for the first 12 months, with referred customers receiving a 20% first-payment discount.
- TrueClicks Reseller Program Agency program allowing paying customers to resell TrueClicks access to their clients at no extra cost using the Private Access feature, with agencies reducing net subscription costs by up to 42% while clients pay up to 50% less than direct subscription.
- TrueClicks Enterprise Pilot 90-day paid pilot program priced at $2,000 (or €1,700) with unlimited spend for companies managing $1M+ monthly ad spend, providing tailored evaluation with live demo calls and proactive support.
Quantifiable outcome
- Save 3.6% of ad spend on average (Danone case study)
- +9 more outcomes
Companies that use TrueClicks
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles3 records
TrueClicks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability7 records
Feature8 records
TrueClicks partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core infrastructure and core.
- Stripecore infrastructureStripe processes all automated credit card and SEPA direct debit payments for TrueClicks subscriptions. Details about their security setup and PCI compliance can be found on Stripe's security page.
- Microsoft Azurecore infrastructureAll TrueClicks services and data are hosted in Microsoft Azure facilities in Europe. Azure meets highest standards in infrastructure security, physical security, customer data protection, and compliance including ISO 27001 and SOC 2 Type 2.
- Google AdscoreTrueClicks uses Google OAuth authentication to access advertising data from Google Ads. No login credentials are stored. TrueClicks never appears as a user in ad accounts. Uses Google Ads API to retrieve data.
- Microsoft AdvertisingcoreTrueClicks integrates with Microsoft Advertising via OAuth authentication. Provides monitoring, auditing, and optimization capabilities for Microsoft Ads campaigns.
- Google Gemini AIcoreTrueClicks AI Assistant is powered by Google's Gemini 3 with Enterprise API terms ensuring customer data is not used to improve Google's products. Part of TrueClicks' AI strategy.
- TrueClicks Reseller PartnerscoreAgencies can resell TrueClicks to clients using private access feature at no extra cost. Example: agency reduces net subscription by 42% while clients pay 50% less than direct subscription.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
TrueClicks competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
TrueClicks social profiles
Digital presenceTrueClicks compliance and trust
Trust signalCompliance4 records
TrueClicks financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrueClicks leadership team
Management profileNumber of profiles
Profiles2 records
TrueClicks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrueClicks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrueClicks
What does TrueClicks do?
TrueClicks is a SaaS platform for managing PPC (pay-per-click) advertising on Google Ads, Microsoft Advertising, and Meta Ads. It provides auditing with the proprietary TrueClicks Score, real-time monitoring and alerts, budget pacing, KPI tracking, automated optimization (Auto-Apply), and an AI Assistant (powered by Google Gemini 3) for natural language queries of ad data. The platform is delivered via subscription tiers based on monthly ad spend volume and is used by agencies and brand advertisers to reduce wasted ad spend and streamline quality assurance across multiple client accounts.
Is TrueClicks a public or private company?
TrueClicks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TrueClicks founded?
TrueClicks was founded in 2017. It employs 1 to 10 people.
Where is TrueClicks based?
TrueClicks is headquartered in Amsterdam, Netherlands, in the Europe region.
How does TrueClicks make money?
Four revenue lines are on record. Subscription SaaS are the primary driver. The others are referral Program, reseller Program and SSO Add-on.
Does TrueClicks have an API?
No public API is recorded for TrueClicks.
What industry is TrueClicks in?
TrueClicks's product category is PPC Management Software. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of BPAFABAM, Media Auditing, Verification & Compliance (Billing, Makegoods, QA). Its NAICS code is 5132 and its SIC code is 7310.