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How To Spy On Your Google Ads Competitors

How To Spy On Your Google Ads Competitors

How To Spy On Your Google Ads Competitors

On Google Ads, your competition are very visual.

Every time you seek for one thing comparable on your merchandise, your competition advertisements’ are proper there, staring you within the face.

A commonplace urge I see with many trade house owners is wish to get their advertisements on best in their competition.

But that’s now not at all times a just right technique. At least, now not if you wish to run winning campaigns.

Because from the out of doors, you don’t have any thought wether your competition are in truth making any cash from the ones advertisements. Even in the event that they’ve been operating them for plenty of months or years, doesn’t imply a factor. (Trust me, I’ve noticed the insides of loads of Google Ad accounts and will testify to this.)

So if you wish to spend extra to outrank your competition, or simply get began with Google Ads, it’s just right to have a little bit additional info.

How a lot are they spending? What key phrases are they promoting on? And how winning are they?

Of direction, your competition wish to stay all of this knowledge hidden. Heck, they could even be ashamed of the amount of cash they’re throwing away.

But happily for you they are able to’t disguise the whole lot.

In this text I’ll display you ways with a little bit little bit of time and the correct gear, you’ll be able to get to find out what your Google Ads competition are precisely doing.

Quick word prior to you cross on: in the event you do make a decision first of all Google Ads, or need make stronger your present campaigns grasp your unfastened 6-page worksheet to steer you alongside!

Key Competitor Insights

Most folks instantly get started with the gear. These topic, nevertheless it’s extra necessary to make a decision what we’re in truth looking for out.

To me those are essentially the most attention-grabbing questions:

  1. Which competition are promoting on Google Ads?
  2. How a lot visitors do they get?
  3. How a lot are they paying for those guests?
  4. What are their most well liked key phrases?
  5. What do their maximum necessary metrics seem like? (Revenue, AOV, CAC & LTV?)

In what follows I’ll display you the right way to to find this knowledge.

1. Which competition are the usage of Google Ads?

The absolute best solution to uncover who’s promoting on Google Ads is to only seek for a few key phrases and spot which advertisers display up.

That’s a just right get started, however know that this manner would possibly simplest display phase of the enjoying box:

  • Geography & language: the consequences are restricted to the positioning and language of your browser
  • Keywords: you want to have some clue in their key phrases
  • Schedule: advertisers can configure their advertisements to just display throughout positive instances. So repeat your seek at other instances of the day and days of the week.
  • Ad funds: Their funds may well be exhausted, inflicting them to not display for that point of the day

For the advertisers that display up, you’ll be able to check out their numbers with a device referred to as Similarweb.


Goto Similarweb.com

Plug within the URLs that you simply’ve discovered

Scroll right down to the Traffic Source document:


Here you get a handy guide a rough take a look at the visitors assets of this website online. (I’ve verified this visitors cut up with a few web site the place I’ve get entry to to the Google Analytics and it used to be very correct, with a couple of five% distinction for some numbers)

If you scroll right down to the Search phase:


Here you’ll be able to see the cut up between natural and paid seek visitors. The proper facet of the chart is essentially the most attention-grabbing.

(I additionally examined this cut up for accuracy with a few purchasers and used to be happy with the estimates)

Google Ads Auction Insights

If you might be already operating Google Ads campaigns, you’ll be able to extra detailed knowledge from the Google Ads Auction Insights document. This document will inform you the way you evaluate to different advertisers for your entire account, a selected marketing campaign or a selected advert workforce.

The good thing with this system is that you simply get a sexy transparent image of which advertisers you’re competing with and the way competitive they’re.

Here is a take a look at the Auction Insights document for a marketing campaign of one in every of my purchasers:


In the primary column of the desk you’ll be able to see the entire different advertisers, I’ve blurred maximum out for confidentiality however you’ll be able to see a few giant shops like Amazon and Target.

If your document presentations those form of giant competition, don’t be scared off. It is conceivable to compete towards those giants in the event you do issues proper.

But as a result of those companies perform beautiful another way than you might be, I’ll go away them out of the analysis. If we’re on the lookout for actionable knowledge that you’ll be able to use in our campaigns and trade, so you want competition that promote identical pieces to what you promote.

If you promote outside furnishings, you want to seem into different outside furnishings shops, now not a shop like Walmart which sells somewhat of the whole lot.

Note that in the event you’re taking a look at this document for a Google Shopping marketing campaign, the choice of columns might be restricted.

2. How a lot Google Ads visitors do your competition get?

As I proven you above, my goto software to search out visitors numbers for any website online was once Similarweb.

Unfortunately they don’t display that information anymore for a large number of websites? Especially for smaller ones you’ll frequently see the next:

My bet is that some their estimates weren’t 100% so that they lower some unreliable knowledge assets.

But even supposing Similarweb doesn’t at all times display the real choice of guests, realizing the cut up between the other visitors assets will also be treasured. You can evaluate and spot the place your personal visitors comes from.

Let say an advertiser will get 2000 guests/month by means of natural seek, and that’s 50% in their visitors. If they take a look at that visitors assets document for one in every of their competition and spot they get 75% thru natural seek, it would imply there may be attainable on this channel.

But a large number of this is guestimating and speculating, let’s see how we will be able to to find the real visitors numbers.

A) If you’re operating Google Ads Campaigns

If you’re operating Google Ads marketing campaign, the Auction Insights I’ve discussed above are a really perfect supply of knowledge:


You can see Dominant Danny, amazon.com, You (my shopper), goal.com & Lagging Larry.

Out of the entire knowledge on this desk, those are an important metrics:

  • Impression percentage: what share of the time did this advertiser display up vs the entire attainable impressions?
  • Outranking percentage: what share of the time did this advertiser outrank my shopper?

Let’s check out some specifics:


Dominant Danny has the best Impression Share of all advertisers with those similar set of key phrases. This retailer is appearing up in 82% of all searches whilst my shopper simplest presentations 35% of the time.

Very tough math signifies that if my shopper may just get to that stage of visitors, we might be taking a look at 2.5x the clicks and a couple of.5x value and probably 2.5x the income.

The causes for an extremely low Impression Share is usually a decrease advert funds, decrease max CPCs or decrease high quality rankings.

B) If you’re operating NOT Google Ads Campaigns

There are a ton of key phrase/PPC gear that focus on giving this aggressive analysis knowledge.

These will provide you with the choice of key phrases trade is promoting on, how a lot visitors that drives and what that value.

as a result of there are lots of gear available in the market that glance identical, I determined to run a handy guide a rough check to check their usefulness and accuracy. I when put next a US-based shopper’s knowledge to the consequences from those gear.

Here is what that seemed like:

competitive PPC tools comparison


These aren’t nice effects. Of the five gear that I examined, simplest SpyFu got here shut.

I do know that the consequences from those form of gear can can range wildly relying on which website online you might be researching. I’m guessing that larger accounts may even have extra correct knowledge.

But in the event you’re about any of those gear, scroll to the top of the thing the place I’ve integrated somewhat extra information on each and every software.

three. What are your competition’ best key phrases?

Here is the place you might be at. You know:

  • Which competition are promoting on Google Ads
  • How a lot visitors they get?
  • A coarse estimate how a lot they’re spending.

Now it’s time to dig a little bit deeper and uncover the Google Ads key phrases that your competition are promoting on.

The gear I’ve discussed prior to let you to to find the key phrases and the visitors they get from them.

Here is a document I pulled from SEMrush whilst researching Allbirds:


It begins with the fundamentals: which key phrases, the per 30 days seek volumes and their estimated CPCs. The final two columns provide you with extra insights into the position of a selected key phrase for an advertiser.

The visitors % and value % help you briefly center of attention on an important key phrases.

Knowing which key phrases are most well liked for a emblem is attention-grabbing. But it will be much more attention-grabbing to understand how winning those key phrases are.

Here is my rule of thumb, from maximum to least winning key phrases:

  • Type 1: Store emblem key phrases: searches for the shop’s identify
  • Type 2: Third-party branded key phrases: searches for the manufacturers and merchandise retailer sells
  • Type three: particular non-branded key phrases: detailed searches for merchandise
  • Type four: common non-branded key phrases: very wide class searches

As I stated, essentially the most winning searches in any account are the ones for the shop’s emblem. These branded key phrases have an ROI of 50-300x. Many shops are hesitant to put it on the market on them, however the fee is so low that they frequently are a just right funding.

Example of the possible ROI of branded key phrases

But it will additionally paintings in the event you’re competing with that emblem.

If you notice a competitor with a considerable amount of branded key phrases, it’s essential to attempt to arrange a marketing campaign to focus on those competitor searches together with your advertisements. While it’s simple to thieve clicks on this manner, the orders don’t frequently practice.

It can paintings for some manufacturers, however normally competitor branded key phrases are out of achieve.

A greater manner is to check out and uncover the kind 2 and kind three key phrases from a competitor.

Try to look which on which merchandise and types they’re promoting on. And how lengthy they’ve been promoting on them.

That’s a just right get started to pass judgement on profitability of a key phrase. But as I stated prior to, this common sense doesn’t at all times grasp up. Some advertisers will proceed to plow cash into unprofitable key phrases for a few years.

Let’s check out a few particular gear to look how they are able to assist with the analysis.


In Similarweb, you’ll be able to in truth get the % cut up of branded visitors, with the real key phrases.



SEMrush has a document which provides a sexy forged assessment of the key phrases, visitors quantity and share of all visitors.

Checking once more for my shopper, the quantity key phrases is off, however SEMrush manages to spot nearly the entire maximum trafficked ones.



Ahrefs has an overly identical key phrase assessment and their numbers are in the similar ballpark as SEMrush. The largest factor is that Ahrefs attributes even much less key phrases, simplest 25 vs the 146 lively ones we have now within the account.



iSpionage has a captivating document with essentially the most winning key phrases.

The best three key phrases it surfaced for this shopper are certainly among the extra winning ones and now not simply those with essentially the most visitors.

ispionage-top-keywords report


As a part of SpyFu it has a integrated Google Ads marketing consultant the place it tells now not simplest what’s going down but in addition what you must do.

Here is a document with some key phrases tips which can be lacking for this shopper however that different advertisers are the usage of.


So whilst there is not any unmarried software that you’ll be able to use for all of your wishes, crosschecking a few websites within the other gear will provide you with a good suggestion about essentially the most attention-grabbing key phrases, their recognition and seek volumes.

four. How a lot cash are your competition making from Google Ads?

Here is the place Google Ads will get difficult (and really attention-grabbing!). If two advertisers promote the very same merchandise, run the very same campaigns, advertisements and key phrases, the consequences can nonetheless be other.

Especially in larger accounts (with budgets over $5k/month), the foundational portions grow to be very important to be triumphant.

Numerous it has to do with how high quality the website online is at promoting and the way smartly it could actually persuade consumers to buy once more.

Let’s say Advertiser A has a conversion fee of three% whilst Advertiser B is 1.five%. If the whole lot else remains the similar, Advertiser A will be capable of bid much more for each and every click on than Advertiser B.

It’s an easy instance, however already presentations how the have an effect on of the underlying metrics at the Google Ads efficiency. Here are an important metrics:

Obviously, those are treasured metrics which maximum corporations love to stay underneath wraps.

And I’ve but to come upon a device that may display me those metrics, so listed below are my (ingenious) tricks to get them.

Google rep

I’m an reliable Google Partner in order a part of this program I’ve were given a Google rep I will name once I want enter for brand new purchasers or campaigns.

The upper the funds of the (attainable) shopper, the extra information they’ll supply.

So for a brand new shopper, I used to be ready to get the client acquisition value of the highest five gamers of their trade. the information used to be anonymized however nonetheless. Since my shopper were promoting on this marketplace prior to, we had a sexy just right thought about the fee consistent with click on, which allowed us to paintings backwards and determine the income numbers for all of those gamers.

This actually helped us to position in combination an inventory of objectives to steer our optimizations.

So in the event you’re already promoting or taking a look to get began, name them up and easily ask them for this information.


Check fresh displays that your competition have accomplished at meetings, meet-u.s.or webinars. They gained’t spill the beans totally however they’ll frequently go away clues. This means that you can piece in combination the information you want.

Sometimes an blameless taking a look tweet will also be the important thing you want.


I’ve attended many meetings the place I’ve run into chatty distributors or (ex) workers that percentage a little bit an excessive amount of knowledge. So pay attention carefully whilst you stumble upon somebody attention-grabbing. (This works extraordinarily smartly throughout the beverages a part of reside occasions 🙂


If you don’t have a clue about which metrics you must be hitting and are getting nowhere through spying for your competition, take a look at those ecommerce benchmarks.

For an instance how this manner works, take a look at my research of the Google Ads technique from Allbirds:

Competitive PPC Tools

I’ve discussed a few gear on this article. All of the studies and charts I’ve proven prior to will also be had without spending a dime. Most of them be offering a unfastened plan and paid or professional model that is going into extra element.

Some gear is probably not 100% correct so don’t center of attention blindly at the numbers they supply.

Use them as signs to offer course on your efforts:

  • which competition are on Google Ads?
  • Have they lately larger or reduced spending?
  • Are there any seasonal developments of their promoting?
  • Etc.

So take a look at the gear beneath and to find one that matches your taste:

  • Similarweb – wide software with a lot of unfastened knowledge
  • SEMrush – forged PPC software with global strengthen
  • Ahrefs – wonderful software for search engine optimization, features as a PPC software are beautiful restricted.
  • KeyphraseSpy – common search engine optimization and PPC software, choices up a large number of advert copies (just right for inspiration)
  • iSpionage – PPC software with beautiful restricted unfastened plan
  • SpyFu – essentially the most correct software from our little experiment. Google Ads marketing consultant will give you actionable insights
Convinced to get began? Get your unfastened 6-page worksheet that can assist you enforce be super-effective at Google Ads.

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