Semrush Pricing and Cost: $99 to $549, Pro Plans

Semrush costs between $99 and $549 a month depending on which toolkit you buy. Pricing is no longer one ladder: Semrush now prices each product line separately, and the SEO and AI Search plans run $139, $199, $299 and $549 a month while the Advertising plans run $99 and $220 a month billed annually. Competitor ad data sits in the Advertising line, not the SEO line. A free plan exists at $0 with no credit card. Verified on semrush.com in September 2026.

That split is the single most important thing to understand before you compare Semrush against anything else, and it is the part almost every pricing roundup still gets wrong. Articles written a year ago describe Pro, Guru and Business tiers at $139.95, $249.95 and $499.95. Those plan names are gone from the pricing page. What replaced them is a menu of separately priced toolkits, and the plan you need depends entirely on which job you are hiring Semrush for.

How much does Semrush cost?

Between $99 and $549 a month for a single seat, depending on toolkit and billing cycle. The number people usually quote, $139 a month, is the entry price of the SEO and AI Search line only. If you came here because you want to see what competitors are running as ads, that is a different line at a different price.

Semrush also publishes separate pricing pages for Local, Social and Content. Those are outside the scope of competitor ad research, but they are worth knowing about, because it means a team that wants three of these things is looking at three subscriptions rather than one upgrade.

Which Semrush plan includes competitor ad data?

The Advertising plans. Base costs $99 a month billed annually and includes competitor keyword analysis, Google Shopping ads research and a unified dashboard for Google and Meta. Pro costs $220 a month billed annually and adds AdClarity, all competitor ads, display, video and social ads, and competitor landing page views. If seeing rival creative is the actual job, Pro is the tier that does it, and because AdClarity's own cheapest direct plan is $129 while its three channel tier is $289, the bundle is worth checking against AdClarity pricing before you buy either one.

Both figures above are the annual rates Semrush displays by default. Semrush also bills monthly at a higher rate, shown behind the monthly toggle on its pricing page, so treat $99 and $220 as the discounted commitment price rather than the pay-as-you-go price.

Worth noting for anyone comparing tools on the ad side: the SEO and AI Search pricing page does not mention advertising, PPC or paid search anywhere in its plan descriptions. Those plans are described purely in terms of websites monitored, keywords tracked, AI prompts and visibility reports. Buying the $549 Advanced SEO plan does not get you the competitor ad reports, which is an expensive mistake to make by assumption.

What happened to the Semrush Pro, Guru and Business plans?

They are no longer on the pricing page. The SEO and AI Search line now sells SEO, Starter, Pro+ and Advanced, and the Advertising line sells Base and Pro. A plan called Pro still exists, but it is the $220 a month Advertising plan, not the old $139.95 all-purpose Pro subscription people remember. Guru and Business have no direct successor by name.

This matters practically. If a colleague says the team is on Guru, or a blog post recommends Guru for competitor research, that advice predates the restructure and the mapping is not one to one. Read the current feature lists rather than assuming the old tier you knew has an equivalent.

Semrush SEO and AI Search pricing in detail

Four paid tiers plus a free plan. Every tier is priced per seat, and the annual rate is roughly 16 percent below the monthly rate across the line.

The SEO plan is positioned for freelancers and small businesses and is the only one of the four not badged "SEO + AI Search". Starter adds MCP access and AI brand performance tracking for one domain. Pro+ adds historical SEO data, content optimization, keyword cannibalization analysis and multi-location tracking. Advanced adds SEO share of voice and API data integration.

Does Semrush have a free plan or a free trial?

Both, in a limited form. Semrush publishes a Free plan at $0 a month with no credit card required, giving you one demo project and ten reports a day across its main tools. The SEO, Starter and Pro+ plans each carry a "Try for free" entry point alongside the subscribe button. Semrush does not state a trial length on the pricing page itself, so if the duration matters to your evaluation plan, confirm it at signup rather than trusting a number from a third-party article.

The Advanced plan is the exception: it offers subscribe or a custom plan enquiry, with no free entry point shown.

How much does Semrush cost per user?

Every plan price above buys one seat. Extra colleagues are an add-on, and the cost differs by line: additional users on the Advertising plans are $20 a month each, while additional users on the SEO and AI Search plans start at $45 a month each. For a three-person paid media team on Advertising Pro, the real annual-rate cost is $220 plus two seats at $20, not $220.

Other published add-ons on the Advertising line are Lead Generation at $90 a month, a Base Report at $10 a month and a Pro Report at $20 a month, the latter adding external integrations, white labeling and AI-generated summaries.

What does Semrush API pricing cost?

Semrush does not publish a per-call API rate on its plan pages. API data integration appears as a feature of the Advanced tier in the SEO and AI Search line, and custom integrations and API access appear under Enterprise. That means the practical answer for most buyers is $549 a month monthly, or $455.67 a month on an annual commitment, to reach the tier where API access is listed at all.

The part that catches people out is that the subscription buys permission, not data. Semrush's own developer documentation states that after upgrading, the API unit balance is still zero, so units are a second purchase on top of the plan. Semrush publishes no dollar price per unit anywhere, though it does publish the unit cost of every report, charged per line of data returned. The advertising reports are the expensive ones: Domain Ad History runs 100 units per line against 10 for organic keywords. We worked the whole thing through, with the full per report table and a sample budget, in our breakdown of Semrush API pricing and cost.

What does Semrush Enterprise cost?

Quote only. Semrush describes Enterprise as being for complex organizations managing multiple brands, regions and teams, and lists unlimited projects and custom limits, custom large-scale AI prompt tracking, multi-brand AI visibility, forecasting and ROI attribution, multi-million-page crawling, SSO with team governance and audit logs, and a dedicated account manager. The page offers a demo request rather than a price.

Semrush pricing against the ad-focused alternatives

Semrush is a search marketing platform with an advertising line attached. If competitor ads are the entire job, it is worth seeing what the ad-first tools charge. Every price below was verified first-party on the vendor's own site on the date shown.

There is a real methodological split running through that table, and it is worth more than the price differences. Semrush, Similarweb, SpyFu, Adbeat and Adthena all sell modeled data: nobody outside an advertiser's account can read their real keyword list, bids or spend, so those numbers are inferred backwards from scraped search results and observed delivery. The inference has predictable blind spots. Brand campaigns get under-counted, tightly targeted geographic campaigns are close to invisible, and Performance Max is structurally hard to attribute because it never ran on a keyword list in the first place.

Reading Google's own public transparency records is the other approach. What comes back there is the advertiser's actual approved creative with the run length Google stamps on it, which is measured rather than estimated. Neither method replaces the other. Modeled spend answers how big, transparency records answer what are they actually saying.

Is Semrush worth it for competitor ad research?

At $220 a month on the Advertising Pro plan, it is reasonable value when you need competitor ads alongside PPC keyword research, campaign optimization and a Google plus Meta dashboard in one place, and when someone on the team will genuinely use all of it. It is poor value when the recurring question is narrow: which ads is this competitor running on Google right now, and how long have they been live. That job does not need modeled spend or a campaign manager attached.

The honest way to scope this is to write down the specific decision the subscription is supposed to improve, then check whether a $2,640 annual commitment changes it. Teams often find the answer is not more competitor data at all, and that the same budget spent to get more of their own content published and ranking moves revenue faster than another intelligence seat. Where the decision genuinely is about paid search, the cleanest split is that Google Ads Auction Insights names which advertisers you compete with, free, inside the account you already pay for, and a transparency-based tool shows you what those advertisers are saying.

Which Semrush plan should you buy?

Buy Advertising Base at $99 a month if you run Google and Meta campaigns and want competitor keyword analysis, Shopping research and campaign tooling, and you can live without seeing rival creative. Buy Advertising Pro at $220 a month if competitor ads, display, video and social creative, and competitor landing pages are the reason you are buying at all. Buy from the SEO and AI Search line only if rankings, site audits and AI visibility are the real remit, and remember it will not answer ad questions.

Skip Semrush entirely if you have one recurring question about competitor advertising on Google and no interest in the surrounding platform. Our roundup of how much ad spy tools cost covers the cheaper end of that market, Similarweb pricing covers the other big platform play, SpyFu pricing is the closest thing to a budget option with deep Google history, and SpyFu versus Semrush puts the two head to head. For the category laid out tier by tier, ad spy tool pricing shows what each price point actually buys.

One habit worth keeping whichever you choose. Ask of every figure a tool shows you whether it was measured or modeled. Auction Insights and platform transparency records are measured, so they can go in front of a client without a disclaimer. Spend estimates, competitor keyword lists and share of voice are modeled, and they belong in a research document instead. AdEye covers Google only, and CSV export is available on the paid plans.