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Tool comparison
Both tools graded on the same fifteen criteria. The verdict lists the criteria where one tool leads the other by two points or more.
Verdict
Verdict
Research depth
Discovery
How well the tool supports keyword, competitor, SERP, backlink, or market research before execution.
Google Ads Keyword Planner
Useful search-demand and idea research inside an advertising workflow, without broader SEO research coverage.
Read the full reviews: Google Ads Keyword Planner and Screpy.
Google documents keyword ideas, search frequency, trend, and campaign-forecast data for Google Ads. https://ads.google.com/home/tools/keyword-planner/
Screpy
Covers keyword research, SERP analysis, organic keywords, competitor ads, backlinks, referring domains, and Search Console, but depth and quotas vary by plan.
Feature directory lists Keyword Research, SERP Analysis, Organic Keywords, Competitor Ads, Backlink Checker, Referring Domains, and Search Console: https://screpy.com/features/
Keyword research quality for SEO content
Discovery
How well the tool identifies, qualifies, clusters, and prioritizes keywords specifically for SEO content creation.
Google Ads Keyword Planner
Provides real keyword ideas and demand data, but prioritizes paid-search campaigns rather than SEO content planning.
The official page frames its ideas, forecasts, suggested bids, and budgets around creating Search campaigns. https://ads.google.com/home/tools/keyword-planner/
Screpy
Provides ideas, intent, volume, CPC, trends, and content-brief linkage; official detail is positive but not evidence of breadth comparable to specialist databases.
Screpy says Keyword Research finds ideas, reviews intent, and connects demand with pages, articles, and campaigns: https://screpy.com/feature/keyword-research/
Content execution
Execution
How well the tool helps produce, optimize, or operationalize SEO content.
Google Ads Keyword Planner
No content writing, optimization, briefing, or publishing feature is described.
The official feature description is about advertiser keyword lists, bids, plans, and campaigns; it does not describe content execution. https://ads.google.com/home/tools/keyword-planner/
Screpy
Generates queued article outlines/first drafts and Markdown for review, but does not claim autonomous publishing or optimization execution.
AI Article Generator creates drafts from titles/briefs and requires review before publishing: https://screpy.com/feature/ai-article-generator/
Context gathering
Grounding
How well the tool gathers the business, competitor, SEO, internal, third-party, and custom API context needed for differentiated recommendations and content.
Google Ads Keyword Planner
Accepts product/service terms or a website as discovery inputs, but has no evidence of internal business-context ingestion.
The page says users can enter keywords related to products or services or enter a website to search for related content. https://ads.google.com/home/tools/keyword-planner/
Screpy
Uses crawled pages, Search Console data, ranking context, and project-level website data to prioritize opportunities.
Quick Wins is described as turning crawl and Search Console data into prioritized technical, content, and ranking opportunities: https://screpy.com/features/
AI-search / GEO
Visibility
How directly the tool helps teams improve visibility in AI answer engines and citation-oriented search journeys.
Google Ads Keyword Planner
No AI-search or generative-engine optimization capability is described.
The official page describes Google Ads keyword research and forecasts and contains no AI-search, generative-answer, or GEO workflow claim. https://ads.google.com/home/tools/keyword-planner/
Screpy
Tracks AI mentions, citations, sources, prompts, and competitor share of voice across monitored AI answers.
AI Visibility feature explicitly lists mentions, citations, sources, prompts, and competitor share of voice: https://screpy.com/feature/ai-visibility/
GEO readiness
Visibility
How ready the tool is for generative engine optimization: answer-engine visibility, citation likelihood, AI-search prompt surfaces, and content structures that AI systems can use.
Google Ads Keyword Planner
No generative-engine optimization readiness or visibility measurement is described.
The page's outputs are keyword ideas, trends, bids, plans, and ad forecasts, not generative-search visibility. https://ads.google.com/home/tools/keyword-planner/
Screpy
Has AI visibility monitoring and an SEO MCP, but official pages do not establish broad autonomous optimization for generative search.
AI Visibility monitors AI answers and SEO MCP exposes workflows to assistants: https://screpy.com/feature/ai-visibility/ and https://screpy.com/feature/seo-mcp/
Technical SEO
Diagnostics
How strong the tool is for crawling, audits, indexability, metadata, status codes, and technical site health.
Google Ads Keyword Planner
No crawling, indexing, page-health, schema, or technical SEO auditing feature is described.
The official page focuses on search-campaign keywords and advertising plans and does not describe technical SEO analysis. https://ads.google.com/home/tools/keyword-planner/
Screpy
Strong explicit technical suite spanning audits, crawling, status/redirects/canonicals, broken links, image SEO, Core Web Vitals, PageSpeed, uptime, and index status.
Official feature directory documents the technical modules and their functions: https://screpy.com/features/
Publishing workflow
Operations
How well the tool moves work into CMS, publishing, approvals, or automated production workflows.
Google Ads Keyword Planner
It does not publish or approve SEO content.
The official workflow creates keyword plans and advertising campaigns; it does not document CMS publishing or SEO-content approval. https://ads.google.com/home/tools/keyword-planner/
Screpy
Supports reviewed Markdown draft output, but no official native CMS publishing workflow is documented.
The article feature says users review Markdown output before publishing: https://screpy.com/feature/ai-article-generator/
Measurement & tracking
Measurement
How well the tool monitors rankings, content performance, visibility, or ongoing SEO progress.
Google Ads Keyword Planner
Forecasts campaign keyword performance but does not monitor organic rankings or content outcomes.
Google presents forecasted conversions, clicks, and impressions for advertising plans, not ongoing organic SEO measurement. https://ads.google.com/home/tools/keyword-planner/
Screpy
Offers rank, map, AI visibility, Core Web Vitals, PageSpeed, uptime, Search Console, analytics, and reports over time.
Monitoring and reporting modules are listed with trend/monitoring functions: https://screpy.com/features/
Team collaboration
Operations
How well the tool fits multi-person workflows, agencies, approvals, handoffs, and repeatable processes.
Google Ads Keyword Planner
Supports sharing a keyword plan, with no broader editorial collaboration evidence.
The official page explicitly says users can save their plan or share it with others. https://ads.google.com/home/tools/keyword-planner/
Screpy
Project workspace, team seats, client/white-label reports, and scheduled delivery support team workflows; no detailed review/approval system is claimed.
Pricing lists team-member quotas and Reports included; Project Workspace and White-label SEO Reports are official features: https://screpy.com/pricing/ and https://screpy.com/features/
Value accessibility
Buying
How easy it is for a team to reach value relative to pricing, setup complexity, and required expertise.
Google Ads Keyword Planner
The core resource is free, though setup and account-mode prerequisites add friction.
The page calls Keyword Planner free and says access follows Google Ads account setup and campaign creation; Smart Mode requires Expert Mode. https://ads.google.com/home/tools/keyword-planner/
Screpy
Transparent low displayed entry price, free trial, and three clear tiers make access relatively straightforward, though key modules are gated.
Pricing shows Pro $6/month, Max $15/month, Ultra $30/month and a 7-day trial: https://screpy.com/pricing/
Free tools
Buying
How useful the tool is before payment through free tools, free plans, trials, or public utilities.
Google Ads Keyword Planner
The product itself is explicitly presented as a free resource.
The FAQ on the official page states that Google Keyword Planner is a free resource for advertisers. https://ads.google.com/home/tools/keyword-planner/
Screpy
The official site provides several free standalone SEO tools, but they are separate tools and do not imply full platform access.
Screpy lists Website Analyzer, Google Rank Checker, SEO Report Generator, SERP Competitor Research, and Robots.txt Tester under Free SEO Tools: https://screpy.com/
Estimated customer scale
Market proof
Estimated customer or user scale based on public claims, with source claims stored separately for auditability.
Google Ads Keyword Planner
No customer or user count is published on the supplied page.
The official page provides product features and access instructions but no numeric customer or user claim. https://ads.google.com/home/tools/keyword-planner/
Screpy
Official site displays ten named trust logos, but provides no customer count or independently verifiable scale metric.
The homepage trust section names Uber, Philips, FedEx Express, Bosch, Champion, Iconfinder, T-Mobile, Carrefour, Stanley, and Skoda: https://screpy.com/
Agent readiness level
Automation
How ready the product is to operate as or inside an AI agent workflow, based on tracked subcriteria for autonomy, controls, integrations, memory, and evaluation.
Google Ads Keyword Planner
No autonomous agent, API-based agent, or agent orchestration capability is described.
The official page presents guided UI actions such as Discover new keywords, saving/sharing a plan, and creating a campaign, without an agent-readiness claim. https://ads.google.com/home/tools/keyword-planner/
Screpy
SEO MCP, REST API, AI-assistant integrations, and n8n provide meaningful agent connectivity, but the official material does not demonstrate broad end-to-end agent autonomy.
Screpy documents SEO MCP/API and integrations with ChatGPT, Claude, Perplexity, Gemini, Cursor, GitHub Copilot, and n8n: https://screpy.com/feature/seo-mcp/ and https://screpy.com/integrations/
Ease of use and autonomous level
Automation
How easy it is for a team to reach useful outcomes, and how much work the product can perform autonomously after setup.
Google Ads Keyword Planner
Guided workflows exist, but the user must operate the tool and finalize campaign actions.
The page instructs users to open Keyword Planner, search or upload keywords, add them to a plan, and implement the plan as a campaign; it does not claim autonomous execution. https://ads.google.com/home/tools/keyword-planner/
Screpy
Quick Wins and AI-assisted workflows prioritize and draft work, while review and publishing control remain with users.
Quick Wins prioritizes next actions and the article generator requires review, editing, fact-checking, and publishing control: https://screpy.com/features/ and https://screpy.com/feature/ai-article-generator/