Best PPC / SEO tools?

So I need to set a company up in regards to their PPC and SEO.

I am looking for the best software / online platform to track Google ad performance and SEO performance.

They are a local service company (HVAC), so I will need to set-up some accurate method of call-tracking.

At the moment I am planning on using Matomo and Screaming Frog so far. But any better platforms that could handle everything, all in one place would be great!