Google Ads Competitor Analysis: A Comprehensive Guide for 2023

Written by CDC

September 29, 2023

a person holding a tablet on a Google search

In today’s super competitive digital advertising scene, staying ahead of the game is a must. Google Ads, a real powerhouse in marketing, can either supercharge your online presence or bring it crashing down. To make it big, you’ve got to keep tabs on your rivals and make smart moves accordingly. This comprehensive lesson will go into great detail on Google Ads competitor analysis, including a step-by-step procedure and several essential tools to develop the skill of keeping ahead in 2023.

How to Use Google Ads Keyword Planner

a close up of a laptop on a google search

To kick things off, keyword research is the foundation of any successful Google Ads campaign. The Keyword Planner tool by Google Ads is your go-to resource for identifying relevant keywords for your niche. You can pinpoint high-value keywords that your competitors might overlook by analyzing search volume, competition, and bid estimates.

How to Perform a Google Ads Competitive Analysis

Understanding your competitors’ strategies is paramount now that your keywords are sorted. To do this, analyze their ad copy, landing pages, and targeting options. Identify their strengths and weaknesses to inform your campaign strategies. Tools like SEMrush and Ahrefs can help you dissect competitor campaigns in detail.

Analyzing Auction Insights via Google Ads Campaign

Once you have a handle on your competitors, Google Ads offers an Auction Insights report that reveals valuable information about your performance compared to your competitors in ad auctions. Review metrics such as impression share, overlap rate, and position above rate to fine-tune your bidding and targeting strategies.

Leveraging Organic Research for Competitive Analysis

Now that we’ve covered paid ads, don’t limit your analysis to them. Evaluate your competitors’ organic search performance using tools like SEMrush and Ahrefs. Understand their top-ranking keywords and content strategies for a holistic view of their online presence.

Understanding the Advertising Research Tool

In addition to your competitors’ strategies, Google Ads provides an Advertising Research tool that helps you explore new advertising opportunities. Discover potential placements and audiences your competitors target, and leverage this information to expand your reach.

Performing Competitor Benchmarking

With all this data at your fingertips, benchmarking is crucial for setting realistic goals. Compare your performance metrics, such as click-through rates (CTR), conversion rates, and ad positions, against your competitors. Identify areas where you need improvement and adapt accordingly.

Monitoring Competitors’ Search Ads

In line with this, keep a close eye on your competitors’ search ads using tools like SEMrush and SpyFu—track changes in their ad copy, landing pages, and ad extensions. Analyze the evolution of their messaging and adapt your own to stay competitive.

Identifying New Keyword Opportunities

Moving forward, continuous innovation is critical to Google Ads’ success—Unearth new keyword opportunities by monitoring the changing search landscape and user behavior. Tools like Google Trends and can help you spot and capitalize on emerging trends.

Improving Your Overall Ad Performance

With these fresh insights in mind, use the information from competitive analysis to refine your ad campaigns. Optimize ad copy, landing pages, and targeting to align with the best practices in your niche. Regularly A/B test your ad creatives to ensure you stay ahead.

7 Essential Tools for Analyzing Your Google Ads Competitors

google ads logo

1. Google Ads Keyword Planner

As we continue, Google Ads Keyword Planner is an indispensable tool for keyword research. It provides valuable insights into keyword performance, helping you identify high-potential campaign keywords.

2. Google Ads Campaign Target ROAS Simulator

Moving on to bid strategies, the Target ROAS (Return on Ad Spend) simulator in Google Ads allows you to predict the impact of different bid strategies on your ROAS. Use it to optimize your bids and maximize your returns.

3. Google Merchant Center’s Price Competitiveness

For e-commerce businesses, Google Merchant Center’s Price Competitiveness tool lets you compare your product prices to competitors. Ensure your pricing remains competitive to attract more potential customers.

4. Google Merchant Center’s Best Sellers

On a related note, identify your best-selling products and optimize your ad campaigns to promote them. Use Google Merchant Center’s Best Sellers data to target relevant audiences effectively.

5. Semrush’s PPC Toolkit

Turning our attention to more comprehensive solutions, SEMrush’s PPC Toolkit is a powerful tool for competitive analysis. It provides in-depth insights into your competitors’ ad strategies, keywords, and ad copies, helping you make informed decisions.

6. Ahrefs’ Site Explorer

In addition to ad strategies, Ahrefs’ Site Explorer is a powerful tool for analyzing the backlink profiles of your competitors’ websites. It also provides valuable information on their top-performing pages and organic keywords.

7. SpyFu’s PPC Research

SpyFu’s PPC Research tool lets you spy on your competitor’s ad campaigns. Track their ad history, see their top keywords, and get insights into their spending. Use this data to refine your strategy.


In the ever-evolving world of digital advertising, staying ahead of the competition is a continuous process. By mastering the art of Google Ads competitor analysis and leveraging the right tools, you can position yourself for success in 2023 and beyond. Remember, it’s not just about keeping up; it’s about leading the way in the world of Google Ads. Stay informed, adapt to changes, and outperform your competitors to achieve your advertising goals.


Google Ads doesn't have a direct competitor, but alternatives include Microsoft Advertising, Facebook Ads, and Amazon Advertising.

Assess competitors' performance by:

  1. Ad Preview: Search their ads in real time.
  2. Ad Ranking: Monitor ad positions.
  3. Ad Copy: Evaluate ad quality and relevance.
  4. CTR & Conversion Rates: Make educated guesses based on ad position.
  5. Ad Schedule: Observe their campaign timing.
  6. Tools: Utilize competitive analysis tools.

You can't directly target competitors but can compete by targeting similar keywords and audiences while offering more value

  1. Online Presence: Assess their website and social media.
  2. Content: Check their content type and frequency.
  3. Email Marketing: Sign up for their newsletters.
  4. Social Media: Monitor engagement and content.
  5. Customer Reviews: Read feedback.
  6. Partnerships: Identify partnerships.
  7. Tools: Use market research tools and analysis platforms.

This analysis helps refine your marketing strategy and stay competitive.

Ready to boost your online success with Google Ads? 

If you’re interested in Google Ads or have questions about how it can benefit your business, don’t hesitate to contact Cameron Digital Consulting. Navigating the digital landscape is easier with our assistance.

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