Free and Paid Competitor Research Tools for Google Ads Campaigns

Hemant SEO

When running Google Ads campaigns, staying ahead of the competition is essential to achieve the best results. One of the most effective ways to gain an advantage is through competitor research. 

By analyzing what your competitors are doing, you can learn about their successful strategies, identify gaps in your own campaigns, and ultimately optimize your ads for better performance.

In this guide, we will walk you through the best free and paid competitor research tools for Google Ads campaigns. We’ll explain how each tool works, what features they offer, and how you can use them to improve your campaigns.

Why Competitor Research is Essential for Google Ads Campaigns

Google Ads is a highly competitive platform, and you need to know what your competitors are doing to succeed. Without competitor research, you’re essentially running blind, unable to understand which keywords, ad copy, or strategies are working best in your market.

Here are a few reasons why competitor research matters:

  • Refining Your Bidding Strategy: By seeing which competitors are bidding for the same keywords, you can adjust your bids to stay competitive.

  • Identifying High-Performing Keywords: Competitor research reveals which keywords are driving traffic to their sites, so you can target those keywords in your own campaigns.

  • Learning from Their Ad Copy: Observing competitors’ ad copy and landing pages can give you fresh ideas for improving your own ads.

  • Discovering Market Gaps: Competitor research helps you spot areas where you can outperform your competition by targeting underserved audiences or using unique ad strategies.

    • With that in mind, let’s dive into the tools that can help you research your competitors effectively.

    Free Competitor Research Tools for Google Ads

    If you have a limited budget or just want to get started with competitor research, there are several free tools available to help you gather useful insights. These tools are often less detailed than paid options but can still provide valuable data to inform your Google Ads strategy.

    Google Auction Insights

    Google Auction Insights is a free feature available within Google Ads that allows you to compare your campaign’s performance against competitors who are bidding on the same keywords. It’s a great way to see how you stack up against other advertisers in the auction.

    Key Metrics Offered by Auction Insights:

  • Impression Share: The percentage of total impressions you received compared to the total eligible impressions.

  • Average Position: The average position your ad appears in compared to your competitors.

  • Overlap Rate: The percentage of times your ad and a competitor’s ad appear in the same auction.

  • Position Above Rate: The percentage of times a competitor’s ad appeared above yours.

    • How to Use Auction Insights:

  • Go to your Google Ads account, select a campaign, and then click on “Auction Insights” under the “Dimensions” tab.

  • You can filter by keyword, ad group, or campaign level.

  • This tool allows you to see who your biggest competitors are and understand how your performance compares.

    • SEMrush (Free Version)

    SEMrush is one of the most popular competitive research tools available. While it is mostly a paid tool, SEMrush offers a limited free version that still provides valuable data, such as keyword insights and competitor performance.

    Features of SEMrush Free Version:

  • Keyword Overview: You can analyze competitor keywords and check their search volume, cost-per-click (CPC), and competition level.

  • Position Tracking: Track where competitors rank for specific keywords in Google Ads and organic search.

  • Limited Data Access: The free version only allows a limited number of searches per day, but it’s still a good start if you're just beginning with competitor research.

    • How to Use SEMrush’s Free Version:

  • Enter a competitor’s domain into the SEMrush search bar.

  • Look at their top keywords, ad copy, and estimated budget.

  • Use the keyword insights to identify new opportunities for your campaigns.

    • SpyFu (Free Features)

    SpyFu is another powerful tool that helps you monitor competitor activity in both paid search (PPC) and organic search. The free version of SpyFu provides basic competitor research features, which are enough to get you started.

    Features of SpyFu Free Version:

  • Competitor Keyword Search: Discover which keywords your competitors are targeting and how well they perform.

  • Ad History: See the historical performance of competitors’ ads, including the copy and keywords they’ve used.

  • Limited Access to Data: The free version lets you perform only a few searches per day and offers limited data, but it still provides valuable insights.

    • How to Use SpyFu Free Version:

  • Enter a competitor’s domain to see their keyword and ad performance.

  • Explore the historical data to see what’s been working for your competitors over time.

    • Google Keyword Planner

    Google Keyword Planner is a free tool that comes with your Google Ads account. While it is not specifically designed for competitor research, you can use it to find keywords that your competitors may be bidding on.

    How Google Keyword Planner Helps with Competitor Research:

  • Search Volume Data: Discover keywords with high search volume and low competition, which can be valuable targets for your ads.

  • Keyword Suggestions: Google will provide you with keyword suggestions based on your website or the websites of your competitors.

  • Competitive Metrics: Although it doesn’t directly show your competitors’ bids, it will give you a sense of how competitive a keyword is.

    • How to Use Google Keyword Planner for Competitor Research:

  • Enter a competitor’s website URL or product category to get keyword suggestions.

  • Analyze search volume and competition levels to see which keywords might be valuable for your own campaigns.

    • SimilarWeb (Free Version)

    SimilarWeb offers both free and paid plans that allow you to analyze website traffic, including traffic sources and keywords. The free version provides limited insights but can still help you understand where your competitors’ traffic is coming from.

    Features of SimilarWeb Free Version:

  • Website Traffic Analysis: See where your competitors’ website traffic is coming from (e.g., paid search, organic search, direct traffic).

  • Top Keywords: Identify the keywords that drive traffic to competitors’ sites.

  • Traffic Insights: View traffic trends, including changes in traffic volume over time.

    • How to Use SimilarWeb Free Version:

  • Enter a competitor’s URL to see where their traffic is coming from.

  • Look at the top keywords driving their traffic, which can give you new keyword ideas for your own campaigns.

    • Paid Competitor Research Tools for Google Ads

    While free tools are great for beginners, paid competitor research tools provide more comprehensive data and advanced features. These tools are worth the investment if you want to take your Google Ads campaigns to the next level.

    SEMrush (Paid Version)

    The paid version of SEMrush provides full access to all its features, making it one of the best tools for competitor research.

    Features of SEMrush Paid Version:

  • Keyword Magic Tool: Access millions of keyword ideas, including competitors’ top-performing keywords.

  • Ad Builder: See your competitors’ ad copy and create your own ads based on their successful campaigns.

  • Traffic Analytics: Get detailed traffic estimates, including how much your competitors are spending on ads and where they are getting traffic from.

    • How to Use SEMrush Paid Version:

  • Use the Keyword Magic Tool to discover the best keywords in your industry.

  • Analyze your competitors’ ad copy and landing pages to see what’s working for them.

    • SpyFu (Paid Version)

    The paid version of SpyFu gives you deeper insights into your competitors’ PPC and SEO strategies, including their ad copy, keyword performance, and budget estimates.

    Features of SpyFu Paid Version:

  • Ad Copy Analysis: See examples of your competitors’ ad copy and understand why certain ads are effective.

  • Historical Data: Access detailed historical data on your competitors’ keyword performance over the years.

  • Budget Estimates: Get an estimate of how much your competitors are spending on Google Ads.

    • How to Use SpyFu Paid Version:

  • Monitor competitor ad copy and see what makes their ads stand out.

  • Track competitors’ performance over time to see which strategies are most effective.

    • Ahrefs

    Ahrefs is a comprehensive tool mostly known for its backlink analysis, but it also provides valuable competitor research features for Google Ads.

    Features of Ahrefs for Competitor Research:

  • Paid Search Data: Discover which keywords your competitors are bidding on, along with CPC estimates and traffic potential.

  • Ad Copy Analysis: Review your competitors’ paid ads and landing page strategies.

  • Keyword Research: Ahrefs offers a vast keyword database that can help you identify new keywords to target.

    • How to Use Ahrefs for Competitor Research:

  • Use the paid search data to find profitable keywords that your competitors are targeting.

  • Look at their ad copy and landing pages for inspiration.

    • iSpionage

    iSpionage is a tool designed specifically for monitoring competitor PPC strategies.

    Features of iSpionage:

  • Keyword and Ad Copy Research: Analyze which keywords your competitors are bidding on and view their ad copy.

  • Competitive Intelligence Reports: Access detailed reports about competitors’ PPC spend and performance.

  • Landing Page Insights: See which landing pages are driving the most conversions for your competitors.

    • How to Use iSpionage:

  • Monitor your competitors’ ad spend and adjust your budget accordingly.

  • Discover new keyword opportunities and create high-converting ads based on competitor data.

    • Adbeat

    Adbeat is a tool focused on display advertising, which makes it an excellent choice for competitors’ ad copy and display network strategies.

    Features of Adbeat:

  • Display Ad Intelligence: See which display ads your competitors are running, along with their design and messaging.

  • Ad Spend Estimates: Get an estimate of how much your competitors are spending on display ads.

  • Ad Network Insights: Identify which networks and websites your competitors are using to place their ads.

    • How to Use Adbeat:

  • Explore competitors’ display ads to get ideas for your own creative designs.

  • Use ad network insights to identify the best sites for your display ads.

    • KeywordSpy

    KeywordSpy specializes in competitor keyword research for both paid and organic search.

    Features of KeywordSpy:

  • Competitor Keyword Research: Discover which keywords your competitors are targeting and how they rank for them.

  • Ad Copy Analysis: See examples of your competitors’ ads and landing pages.

  • CTR Estimates: Get estimates on your competitors’ clickthrough rates (CTR) and ad spend.

    • How to Use KeywordSpy:

  • Use keyword data to optimize your own campaigns.

  • Monitor competitors’ ad performance and adjust your strategies accordingly.

    • How to Use Competitor Research Tools Effectively

    Competitor research is not a one-time activity—it’s an ongoing process. Here’s how to use competitor research tools effectively:

  • Identify Key Competitors: Start by identifying your direct competitors. These are the businesses targeting the same audience and keywords. You can also monitor indirect competitors who might target a slightly different niche but still compete for the same audience.

  • Set Up a Research Schedule: Regularly check on your competitors to stay informed. Use competitor research tools weekly or monthly to track changes in strategies.

  • Combine Insights: Don’t rely on just one tool. Combine insights from multiple tools to get a comprehensive picture of your competitors’ strategies.

  • Monitor Trends: Keep an eye on seasonal trends, changes in ad copy, and shifts in keyword targeting. This will help you stay competitive in your niche.

    • Conclusion

    Competitor research is a critical part of any successful Google Ads strategy. Whether you’re using free tools like Google Auction Insights and Keyword Planner or investing in paid tools like SEMrush, SpyFu, or Ahrefs, competitor research will help you fine-tune your campaigns, increase efficiency, and improve your ad performance.

    Start with the free tools if you’re new to Google Ads, but consider upgrading to paid tools as your campaigns grow and you need more advanced data. 

    Ultimately, understanding your competitors will give you a strategic edge, helping you outbid them, outperform them, and dominate your market.