Paid acquisition on a marketplace and paid acquisition on the open web are different businesses with the same vocabulary. On a marketplace you are bidding inside someone else's auction with someone else's attribution; off it you own the pixel and the audience but pay for every click twice while you learn. The tools here mostly serve the second case, and the trap is subscribing to a research platform before you have enough conversion volume for its data to mean anything. Keyword data tells you what people search; it does not tell you what they buy.
Ahrefs
Backlink data and keyword research with the deepest index.
Buffer
Schedule social posts without living in the apps.
Microsoft Clarity
Free session recordings and heatmaps with no traffic cap.
Hotjar
Heatmaps and session recordings that show where people get stuck.
Later
Visual planner for Instagram, TikTok, and short video.
Screaming Frog SEO Spider
Desktop crawler that audits a site's technical SEO.
Semrush
SEO plus paid-ads intelligence in one suite.
Unbounce
Landing page builder with traffic splitting built in.
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