Apollo vs Semrush: Complete Comparison (2026)

Why choose Apollo

• Higher Cost score (7/10 vs 3/10)
• Higher Ease of Use score (8/10 vs 6/10)
• Better fit for small business (8/10 vs 5/10)
• Better fit for startups (8/10 vs 5/10)

Why choose Semrush

• Higher Analytics score (9/10 vs 6/10)
• Higher Scalability score (8/10 vs 6/10)
• Better fit for marketing teams (9/10 vs 4/10)
• Better fit for agencies (9/10 vs 6/10)

Apollo

Pros

• Prospect database, email sequencing, dialer and enrichment come in one subscription, so teams buy fewer tools.
• The free plan has no time limit and lets a team try the full prospecting workflow.
• Reviewers rate ease of use highly, and G2 shows about 4.7 out of 5 from roughly 9,700 reviews.
• Admins can pool credits across the team and set per-user caps.

Cons

• Many reviews report inaccurate data, especially mobile numbers and contacts outside North America.
• Credits expire each cycle, phone reveals cost about eight times as much as an email, and credits are spent even on bad records.
• Support is the lowest-rated G2 subcategory, and Trustpilot shows a TrustScore of about 3.1.
• API access and SSO require the top Custom plan, and every seat must be on the same plan.

Semrush

Pros

• Very large keyword database, cited at 26.8 billion keywords across 142 country databases, with intent tagging and clustering.
• One subscription covers SEO, PPC research, content, link outreach and AI search visibility tracking.
• Daily report limits do not use a credit system, and reviewers find them more generous than Ahrefs at similar prices.
• A free plan and a 7-day trial on paid plans let buyers test it before committing.
• Integrates with Google Search Console, Google Analytics, Looker Studio, Zapier and Make, with MCP access from the Starter plan.
• SplitSignal runs SEO split tests that compare page groups and estimate the effect of on-page changes on organic clicks.

Cons

• Each plan includes only one user, and extra seats start at 45 dollars a month, so team costs rise quickly.
• Many users complain about two-step cancellation and billing disputes, and Trustpilot scores are around 1.6 to 2.1.
• Monthly plans are not refunded, and the one-time refund covers only annual plans within 7 days.
• The dense interface shows tools your plan does not include, and beginners face a learning curve.
• Historical data requires Pro+, and full API access requires the custom Advanced plan.
• Traffic and volume figures are estimates and can differ from Google Search Console for low-volume keywords.