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If you're running Google Ads, you're probably up against some tough competition. Businesses are constantly bidding for the same keywords, trying to get their ads in front of the right audience. But if you want to get ahead, you can’t just focus on your own campaigns—you need to know what your competitors are doing, too. That’s where Google Ads competitor analysis comes in.

By studying your competitors' ads, keywords, and strategies, you can find ways to improve your own campaigns, spend smarter, and get better results. This guide will walk you through the steps of Google Ads competitor analysis, so you can stay ahead of the competition and make your ad budget work harder for you.

What Is Google Ads Competitor Analysis and Why Does It Matter?

What Is Google Ads Competitor Analysis?

Google Ads competitor analysis is the process of researching and evaluating your competitors’ advertising strategies to improve your own campaigns. This involves looking at:

• Which businesses are competing for the same keywords
• The types of ads they run
• Their bidding strategies and budget estimates
• The structure and effectiveness of their landing pages
• What makes their campaigns successful (or unsuccessful)

By studying your competitors' Google Ads efforts, you gain insights into what’s working for them and how you can refine your approach to get better results. This isn’t about copying—it’s about learning what’s effective and applying those lessons to improve your own campaigns.

Why Does Google Ads Competitor Analysis Matter?

Google Ads is all about visibility—you want your business to appear in the right searches at the right time. But when multiple businesses target the same audience, simply running ads isn’t enough. You need to understand what your competition is doing and find ways to do it better.

Here’s why Google Ads competitor analysis is essential:

1. Identify Your Real Competitors

You may think you know who your biggest competitors are, but Google Ads can reveal unexpected challengers. Some businesses bid on your brand name, even if they don’t sell the same products or services. Others may be ranking for the same keywords even though they aren’t direct competitors.

Analyzing your competition helps you separate true competitors from businesses that just happen to be in the same search space.

2. Discover High-Performing Keywords

Keywords are the backbone of Google Ads. The right keywords can bring in high-quality leads, while the wrong ones can drain your budget.

By researching your competitors’ keyword strategies, you can:

• Find high-value keywords that drive traffic and conversions.
• Avoid expensive, low-return keywords that don’t deliver results.
• Uncover hidden opportunities where competition is low but demand is high.

If a competitor is consistently bidding on certain terms, it’s likely those keywords are valuable. On the other hand, if they’ve stopped bidding on a keyword, it might not be worth pursuing.

3. Improve Your Ad Copy to Get More Clicks

Your ad copy plays a huge role in whether someone clicks on your ad. Competitor analysis helps you understand what’s working in your industry.

Look at the headlines, descriptions, and calls-to-action (CTAs) that competitors are using. Are they offering discounts? Highlighting benefits? Creating urgency?

If you see a competitor consistently appearing in the top results, study their approach:

• Are they using emotional appeals?
• Do they include numbers or specific offers?
• How do they differentiate themselves from others?

Learning from successful ad copy can help you refine your messaging and improve your click-through rate (CTR)—which, in turn, can lower your costs and boost conversions.

4. Identify Opportunities to Improve Your Campaigns

Competitor analysis isn’t just about seeing what others are doing—it’s about finding gaps in their strategy that you can take advantage of.

For example:

• Are competitors failing to use ad extensions like sitelinks or callouts? Adding these can make your ad more visible and engaging.
• Do their landing pages feel outdated or confusing? If you create a more user-friendly page, you could capture the audience they’re losing.
• Are they only running ads during certain hours? Running ads at off-peak times might give you an edge at a lower cost.

Even small tweaks can help you stand out and win more clicks without increasing your budget.

5. Lower Your Cost-Per-Click (CPC) by Improving Your Quality Score

Google assigns each ad a quality score based on how relevant it is to the searcher. A higher quality score can lower your CPC and improve your ad position.

By studying high-ranking competitors, you can learn what Google considers a “high-quality” ad experience and apply those best practices to your own campaigns.

For example, competitors with high ad rankings often:

• Have highly relevant ad copy that matches user intent.
• Use strong keywords in their headlines and descriptions.
• Direct traffic to well-optimized landing pages that load fast and provide a great user experience.

If you can increase your quality score, you may be able to outrank competitors while paying less per click.

6. Adjust Your Bidding Strategy to Compete More Effectively

Some businesses bid aggressively on certain keywords, while others focus on specific audiences or times of day. Competitor analysis helps you figure out when and where to invest your budget.

For example:

• If a competitor bids aggressively during business hours, you might get better results targeting early mornings, evenings, or weekends.
• If they focus heavily on mobile traffic, you could optimize your desktop experience to stand out.
• If they always outrank you on a key term, adjusting your bid strategy or improving your ad relevance can help you compete.

By understanding their bidding habits, you can make data-driven decisions rather than guessing where to allocate your budget.

How to Analyze Competitors in Google Ads

Running Google Ads is a great way to reach potential customers, but you’re not the only business trying to get noticed. Your competitors are bidding on the same keywords, using strategic ad copy, and optimizing their landing pages to attract clicks. If you want to improve your results and maximize your ad spend, you need to analyze your competitors’ strategies.

By studying your competition, you can learn what’s working for them, what gaps exist in their strategy, and how to position your ads to stand out. This process, known as Google Ads competitor analysis, gives you the insights needed to make smarter decisions about keywords, bidding strategies, ad copy, and landing pages.

Now, let’s break down how to analyze your competitors step by step.

Step 1: Find Out Who Your Competitors Are

Before you can analyze your competitors, you need to identify them. You might already know the names of a few businesses you compete with, but in the world of Google Ads, competitors can be very different from what you expect.

There are two main types of competitors to watch:

• Direct competitors – These are businesses that sell the same products or services as you. If you run a local plumbing business, your direct competitors are other plumbers in your area.
• Search competitors – These are businesses that might not offer the same services but are bidding on the same keywords as you. For example, a DIY home repair website might be competing with a local handyman business in search results.

How to Identify Competitors in Google Ads

If you’re not sure who your competitors are in Google Ads, there are several ways to find out.

1. Search for Your Target Keywords on Google

The easiest way to find competitors is to search for the keywords you’re targeting and see who appears in the sponsored ad spots at the top of the search results.

Try this:

• Open an incognito browser (to avoid personalized search results).
• Type in the primary keywords related to your business.
• Look at the top paid ads and the businesses that appear.

These businesses are competing for the same customers as you.

2. Use Google Ads Auction Insights

If you’re already running ads, Google gives you direct insights into who your real competitors are.

In your Google Ads account, go to:

• Campaigns > Auction Insights

This report shows:

• Which advertisers are appearing alongside you in search results.
• How often their ads show up compared to yours.
• Whether they are outranking you.

This data is valuable because it helps you see which businesses are directly competing for visibility.

3. Use Third-Party Tools

If you want even deeper insights, use tools like:

• SEMrush – Enter your website URL, and it will show which competitors are bidding on your keywords.
• SpyFu – Lets you see historical ad data for competitors, including keywords and estimated ad spend.
• Ahrefs – Helps uncover which keywords competitors rank for organically and through paid ads.

These tools help you find competitors you may not have considered and give insights into how much they’re spending and which keywords they prioritize.

Step 2: Analyze Competitor Keywords

One of the most important parts of Google Ads competitor analysis is figuring out which keywords your competitors are bidding on.

Why Keyword Analysis Matters

Knowing your competitors’ keywords helps you:
Discover new keywords that could drive traffic to your business.
Avoid costly, low-performing keywords that aren’t delivering results.
Find opportunities where competitors aren’t advertising but potential customers are searching.

When you understand which keywords are bringing in customers for your competitors, you can refine your own bidding strategy and ensure you’re targeting the best possible search terms.

How to Find Competitor Keywords

There are multiple ways to research competitor keywords, including Google’s own tools and third-party platforms.

1. Use Google Ads Keyword Planner

Google provides a free tool that can help uncover competitor keywords.

How to use it:

• Open Google Ads and go to Keyword Planner.
• Click on Discover New Keywords.
• Enter a competitor’s website URL instead of a keyword.

Google will then show a list of keywords that competitor’s website is optimized for. These are likely the same keywords they’re bidding on in Google Ads.

2. Use SEMrush or SpyFu for Competitor Keywords

If you want deeper insights, tools like SEMrush and SpyFu allow you to see exactly what keywords your competitors are paying for.

What these tools can show:

• Which keywords competitors are bidding on
• How much they’re spending (estimated)
• Which keywords are bringing them traffic

This information allows you to refine your keyword strategy by:
Targeting high-performing keywords that your competitors rely on.
Avoiding high-cost, low-return keywords that don’t convert well.
Finding less competitive keywords that still attract customers but cost less per click.

3. Check Your Own Google Ads Search Terms Report

If you’re already running Google Ads, one of the most useful reports is the Search Terms Report.

How to find it:

• Open your Google Ads account.
• Go to Keywords > Search Terms.

This report shows:

• What keywords triggered your ads
• Which competitors are appearing for those same searches

This helps you see where your ads overlap with competitors and adjust your bidding strategy accordingly.

Step 3: Check Out Competitor Ads & Messaging

Once you’ve identified your competitors and the keywords they’re targeting, the next step is to analyze how they’re crafting their ads. The goal is to understand what kind of messaging is working for them so you can refine your own approach and stand out.

Why Analyzing Competitor Ads Matters

Even if two businesses are bidding on the same keyword, the way they present their offer in their ads makes a huge difference. A well-written ad will:

• Capture attention.
• Increase click-through rates (CTR).
• Influence customer perception.
• Improve ad relevance, which can lower costs per click (CPC).

If a competitor consistently ranks above you in search results, chances are their ads are more engaging and relevant than yours. Studying their approach can give you ideas for optimizing your own ads.

What to Look for in Competitor Ads

When reviewing competitor ads, focus on these key elements:

1. Headlines & Descriptions

The headline is the most important part of an ad because it’s what grabs attention first. Competitors may use:

• Numbers & Statistics – Example: “Save 20% on Your First Order”
• Emotional Triggers – Example: “Never Overpay for Car Insurance Again”
• Urgency & Scarcity – Example: “Limited Time Offer – Book Today”

Look at how their descriptions reinforce their main message. Are they offering free shipping, fast service, or money-back guarantees?

2. Calls-to-Action (CTAs)

A strong CTA tells the searcher what to do next. Check if competitors are using:

• Direct action CTAs – Example: “Get a Free Quote” or “Book Now”.
• Persuasive language – Example: “Join 10,000 Happy Customers”.
• Limited-time offers – Example: “Sign Up Today – Sale Ends Soon”.

If a competitor’s CTA consistently appears in top-ranking ads, it’s likely effective.

3. Ad Extensions

Google Ads allows advertisers to add extra details to their ads using extensions. These can help ads stand out by providing more information and increasing visibility.

Look for:

• Sitelink extensions – Links to different pages on their website (e.g., “Pricing,” “Reviews,” “Contact”).
• Callout extensions – Short phrases that highlight benefits (e.g., “24/7 Support,” “Fast & Free Shipping”).
• Structured snippets – Lists of features (e.g., “Available Sizes: Small, Medium, Large”).
• Location extensions – A business’s physical address, which is useful for local services.

If your competitors are using extensions and you’re not, they could be taking up more ad space and attracting more clicks.

How to Research Competitor Ads

There are three main ways to check out what kind of ads your competitors are running.

1. Search for Your Keywords on Google

One of the simplest ways to analyze competitor ads is to search for your target keywords and see what shows up in the paid search results.

Try this:

• Open an incognito browser so your past searches don’t influence the results.
• Type in your top keywords and take note of the ads that appear.
• Look at how competitors structure their headlines, descriptions, and CTAs.

2. Use SpyFu or SEMrush to View Competitor Ad History

If you want to go deeper, tools like SpyFu and SEMrush let you:

• See which ads competitors have run in the past.
• Find out how long certain ads have been running (long-running ads are likely performing well).
• Compare ad copy and keyword usage.

This helps you spot patterns and identify the messaging that works best in your industry.

3. Check the Google Ads Transparency Center

Google now allows users to see all the ads a company is running through the Google Ads Transparency Center.

To access it:

1. Go to Google Ads Transparency Center.
2. Enter a competitor’s business name.
3. Browse their current and past Google Ads campaigns.

This tool is useful for seeing how competitors adjust their messaging across different times of the year (for example, during holiday sales or promotions).

How to Use This Information to Improve Your Ads

Once you’ve analyzed competitor ads, use these insights to improve your own campaigns:
Test different headline styles – Try adding numbers, emotional triggers, or questions.
Optimize your CTA – If competitors are using strong CTAs, experiment with similar phrasing.
Use ad extensions – If your competitors’ ads take up more space, add extensions to make your ads more prominent.
A/B test new ad variations – Create multiple versions of your ad and compare performance.

Step 4: Look at Competitor Landing Pages

A well-crafted ad will get clicks, but if the landing page doesn’t meet the customer’s expectations, it won’t lead to conversions. That’s why analyzing competitor landing pages is just as important as studying their ads.

Why Competitor Landing Pages Matter

If your competitors are getting better results than you, it may be because their landing pages:

• Are better designed and easier to navigate.
• Have a stronger call to action (CTA).
• Offer a better user experience.

Studying what makes a competitor’s landing page effective can help you optimize your own pages for higher conversions.

What to Analyze on a Competitor’s Landing Page

When you land on a competitor’s page, focus on these elements:

1. Design & Layout

• Is the page visually appealing and easy to navigate?
• Does it load quickly?
• Is the information organized clearly?

A cluttered or slow-loading landing page can hurt conversions, so if your competitors’ pages are sleek and fast, you may need to improve yours.

2. Call-to-Action (CTA)

• What action do they want visitors to take?
• Is the CTA clear and easy to find?
• Are they using urgency (“Limited Spots Available”) or exclusivity (“Only for New Customers”)?

If their CTA is highly visible and persuasive, you might need to rethink your own approach.

3. Lead Magnets or Offers

Some businesses offer extra incentives to get people to convert. Look for:

• Free guides, e-books, or consultations.
• Discounts for first-time customers.
• Limited-time promotions.

If competitors are using these tactics and you’re not, you might be missing opportunities.

How to Research Competitor Landing Pages

1. Click on Their Ads (Using Incognito Mode)

To see where a competitor’s ad takes you:

• Search for a competitor’s ad on Google.
• Click on it (in incognito mode) to avoid influencing their data.
• Analyze how their page is structured and what they want visitors to do.

2. Use SimilarWeb or BuiltWith

• SimilarWeb can show how much traffic a competitor’s site gets.
• BuiltWith reveals what technologies they use (e.g., chatbots, email pop-ups).

3. Check Page Speed & Usability

Use Google PageSpeed Insights to see if their landing pages load faster than yours. A slow page can drive potential customers away.

Step 5: Track Competitor Bidding Strategies

Once you’ve analyzed your competitors' keywords, ad copy, and landing pages, the next step is understanding how they’re bidding in Google Ads. Bidding strategies determine how much an advertiser is willing to pay per click and when and where their ads appear.

If your competitors are consistently ranking above you, it’s likely that they have a strong bidding strategy. By tracking how they bid, you can identify patterns and adjust your own bidding to compete more effectively without overspending.

Why Competitor Bidding Strategies Matter

Google Ads works on an auction system, meaning advertisers compete in real time to show their ads when someone searches for a keyword. If a competitor bids more aggressively or optimizes their bidding strategy better than you, their ads will show up more often and in better positions.

Studying how competitors bid can help you:

• See if they’re outbidding you and why.
• Find opportunities to bid more strategically rather than just spending more money.
• Identify when they run their ads and whether there are cheaper times to advertise.
• Understand whether they prioritize certain devices or locations over others.

Key Bidding Factors to Watch

When tracking a competitor’s bidding strategy, focus on these areas:

1. Bid Adjustments

Google allows advertisers to adjust their bids based on device, location, time of day, and audience. Some businesses increase bids for mobile searches or adjust bids for high-value customers who have visited their site before.

What to look for:

• Are competitors targeting mobile users more than desktop users?
• Do they appear more often in certain locations?
• Are they prioritizing specific audience segments?

If a competitor is dominating mobile searches, you may need to increase your bids for mobile traffic or ensure your landing pages are optimized for mobile users.

2. Ad Scheduling (Time of Day and Day of Week)

Some advertisers only run ads during peak hours, while others spread their budget throughout the day.

What to check:

• Are competitors appearing more during business hours or evenings?
• Do they run ads on weekends, or do they focus on weekdays?
• Do they increase their bids during specific times?

If a competitor’s ads disappear after 6 PM, for example, you might find an opportunity to run ads at night with less competition and lower costs.

3. Geotargeting (Location-Based Bidding)

Some competitors may focus their ad spend on specific locations, especially if they serve certain cities or regions.

What to analyze:

• Are competitors bidding higher in certain states or cities?
• Do they ignore certain areas, creating an opportunity for you?
• Are they targeting international customers as well?

If you see a competitor focusing heavily on one city but ignoring another, you might be able to capture an audience they’re not reaching.

How to Monitor Competitor Bidding Strategies

You can’t see a competitor’s exact bids, but there are tools and reports that can help you estimate how they’re bidding.

1. Google Ads Auction Insights

If you’re running Google Ads, the Auction Insights report is one of the best ways to track your competitors.

Where to find it:

1. Log in to Google Ads.
2. Go to your Campaigns or Ad Groups section.
3. Click on Auction Insights.

This report shows:

• How often competitors appear in the same searches as you.
• How frequently their ads show above yours.
• Their impression share, which tells you how often they show up compared to how often they could show up.

If a competitor has a much higher impression share, they are likely bidding aggressively or have a higher quality score than you.

2. Use SEMrush & SpyFu to Estimate Competitor Ad Spend

SEMrush and SpyFu provide estimated ad spend and bidding trends for competitors. While the numbers won’t be exact, they give a good idea of who is spending the most and where.

These tools can help you:

• See which keywords competitors are spending the most on.
• Track how their budget changes over time.
• Identify patterns in bidding to find opportunities where competition is lower.

What to Do if a Competitor Is Outbidding You

If a competitor is consistently ranking above you, consider these options:

Improve Your Quality Score – Google factors in ad relevance, click-through rate (CTR), and landing page experience. A higher quality score can reduce your costs per click (CPC) and improve your ranking without increasing your budget.

Adjust Your Bidding Strategy – Instead of outbidding competitors on expensive keywords, try:

• Focusing on long-tail keywords that are less competitive but still relevant.
• Using bid adjustments to target users at the best times or locations.
• Testing automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) or Maximize Conversions.

Test Different Ad Schedules – If a competitor is dominating business hours, try running ads at less competitive times to get cheaper clicks.

Refine Your Audience Targeting – If competitors are spending more on broad searches, you can focus on more specific, high-intent audiences for better results.

Step 6: Apply What You’ve Learned

After gathering all of this data, it’s time to take action.

How to Use Competitor Analysis to Improve Your Google Ads Strategy

Refine Your Keywords – Focus on the best-performing terms while cutting out wasted spend. Use insights from competitor keyword research to add high-value terms and remove low-converting ones.

Improve Your Ad Copy – If competitors are using a strong call-to-action (CTA), test new headlines and descriptions to increase click-through rates.

Optimize Your Landing Pages – Ensure your landing pages are fast, easy to navigate, and highly relevant to the ad. Competitor landing page analysis can show you what works and what doesn’t.

Adjust Your Bidding – Use insights from the Auction Insights report and bidding strategy research to improve your bid adjustments, ad scheduling, and geotargeting.

Keep Monitoring Competitor Strategies – Google Ads competition changes frequently, so regular analysis is important. Set aside time to check Auction Insights and third-party tools to see if competitors are shifting strategies.

Why Google Ads Competitor Analysis Should Be an Ongoing Process

A one-time analysis is useful, but it’s not enough. The world of digital advertising changes constantly, and businesses that adapt will always perform better than those that don’t.

By continuously tracking your competitors’ Google Ads strategies, you can:

• Stay ahead of market trends and avoid outdated tactics.
• Make data-driven adjustments rather than guessing what works.
• Improve your return on investment (ROI) by spending money where it makes the biggest impact.

Your competitors are always testing new strategies, adjusting bids, and refining their messaging. By keeping an eye on what’s working (and what isn’t), you’ll be able to fine-tune your campaigns, optimize ad performance, and stay ahead of the competition.

If you want to maximize your Google Ads success and ensure you’re always one step ahead, regular competitor analysis should be a core part of your digital marketing strategy.

Take Your Google Ads to the Next Level

Want to make the most of your Google Ads budget? THAT Agency can help. Our team specializes in creating and optimizing ad campaigns that drive real results.

Contact us today to see how we can improve your Google Ads strategy and help your business grow!