Checklist for Google Ads Competitor Analysis
- Anirban Sen
- 13 hours ago
- 15 min read
Google Ads competitor analysis focuses on understanding how your competitors perform in paid search and shopping campaigns. It helps you identify who’s bidding on your keywords, their ad strategies, and how their landing pages convert. This process is critical for improving your visibility, reducing costs, and identifying opportunities to refine your campaigns. Here's a quick breakdown:
Why it matters: It uncovers who dominates valuable keywords, manages rising costs, and identifies new ad angles or opportunities.
Steps:
Preparation: Identify competitors using Auction Insights and tools like SEMrush. Group them into direct, indirect, and marketplace categories.
Data Collection: Export Auction Insights reports and segment by device, location, and time for detailed insights.
Analysis: Compare metrics like impression share, overlap rate, and ad messaging to spot gaps.
Action: Adjust bids, refine ad copy, and optimize landing pages for better performance.
For advanced results, working with experts like Senwired can help integrate competitor data into actionable strategies to improve your return on ad spend (ROAS) and reduce cost per acquisition (CPA).
Preparation and Initial Setup
Identify Your Main Competitors
Start by pulling Auction Insights reports from your Google Ads account for the last 30–90 days. Focus on your top-spending Search and Shopping campaigns at both the campaign and account levels. These reports will reveal which domains frequently compete with you in auctions, along with key metrics like impression share, overlap rate, and position above rate.
Next, conduct U.S.-targeted searches for your key brand and non-brand keywords in incognito mode to cross-check the Auction Insights findings. Pay close attention to advertisers consistently appearing in top paid positions and the Shopping carousel. Group these competitors into three categories:
Create separate lists for competitors bidding on brand-specific keywords versus those targeting more generic, non-brand terms, as these dynamics can vary significantly.
To identify competitors that may not show up in Auction Insights - perhaps due to differences in device targeting, regional focus, or budget levels - leverage third-party tools. These tools can provide additional insights into competitor activity. Build a matrix noting each competitor’s overlap on brand and non-brand terms, product categories, estimated spend levels, and auction aggressiveness. Assign priority levels (e.g., Tier 1 for frequent overlap and high impression share, Tier 2 for occasional overlap, and Tier 3 for less significant players) to focus your deeper analysis on the most impactful competitors.
With your competitor list in hand, you’re ready to define the scope of your analysis.
Define Your Analysis Scope
Choose a time frame that aligns with your strategy, such as the last 30 days or an entire quarter. Avoid periods with anomalies like outages or one-off promotions that could skew results.
Identify your top-performing U.S. regions (e.g., California, Texas) and devices (desktop, mobile, tablet) to segment Auction Insights and establish baseline metrics. Decide whether to analyze nationwide traffic or focus on clusters of high-performing states where your business generates the most value.
Next, determine which campaign types to include in your analysis. Core Search campaigns for keyword-targeted text ads are a must. If your strategy involves multiple channels, consider adding Shopping and Performance Max campaigns. You can also include YouTube or Video campaigns if competitors are active on those platforms. Clearly document your scope (e.g., "U.S.-only, top 10 revenue states, mobile and desktop, Search + Shopping + Performance Max") and specify what’s excluded (e.g., Display remarketing or brand-only search) to maintain focus.
Once your scope is set, gather baseline metrics to measure performance effectively.
Set Your Baseline Metrics
Collect key performance metrics, including:
Impressions
Clicks
CTR (Click-Through Rate)
CPC (Cost Per Click)
Conversions
Conversion Rate
Total Cost
CPA (Cost Per Acquisition)
Revenue
ROAS (Return on Ad Spend)
Impression Share
Segment these metrics by device, location, and campaign type. Be sure to note any account changes (e.g., budget adjustments or bid strategy updates) during the analysis period. Store all this data in a centralized dashboard, formatted consistently (e.g., USD currency, MM/DD/YYYY date format), to ensure clarity and accuracy when benchmarking pre-optimization performance.
Keep this dataset secure and maintain the same attribution model across all reports. This structured baseline will help you pinpoint performance gaps and prioritize optimization efforts as you integrate insights from Auction Insights and competitor creative analysis.
Data Collection and Auction Insights
Export Auction Insights Data
To get started, head to the Campaigns or Keywords tab in your account. Select the campaigns you want to analyze, click on Auction insights, and download the data in CSV or Excel format. Make sure to pull reports for 7-day, 30-day, and 90-day periods. This will give you a mix of short-term fluctuations and long-term trends in bidding activity.
Focus on these key metrics: impression share, overlap rate, position above rate, and top of page rate. These numbers will help you understand which competitors are gaining visibility and where your campaigns might be falling short - whether due to budget constraints or ad rank issues.
For better organization, save your downloads in a dedicated folder. Use clear naming conventions like "AuctionInsights_Search_30days_12-16-2025.csv" so you can easily locate and sort through your data as your analysis grows.
Once you’ve gathered the data, segment it by device, region, and time to uncover more specific insights.
Segment by Device, Location, and Time
After exporting your data, break it down for a more detailed view. Use Google Ads filters or tools like Excel or Google Sheets to segment the data by device (mobile, desktop, tablet), location (e.g., U.S. states), and time (specific date ranges). This step can reveal patterns, such as a competitor dominating mobile searches in California during evening hours or showing weaker performance on desktop in the Midwest over weekends.
Pay close attention to regions that drive the most revenue for your business. For example, if Texas contributes 25% of your conversions but a competitor holds 40% more impression share on mobile in that state, it’s a clear signal to adjust your mobile bidding strategy there. Similarly, look at weekday versus weekend performance to identify when competitors ramp up or scale back their ad spend. These patterns could highlight opportunities for your campaigns.
Keep tracking these segments across your 7-day, 30-day, and 90-day reports. This will help you distinguish between one-off events, like a competitor’s short-term promotion, and sustained trends, such as a consistent increase in overlap rate over three months. Both scenarios require different strategies, so identifying the difference is crucial.
Once segmented, use the insights to create comparison tables for a visual breakdown.
Build Visibility Comparison Tables
Use Excel or Google Sheets to create tables that compare your visibility metrics against competitors. Set up rows for each competitor and columns for metrics like impression share, overlap rate, and position above rate. Add sub-columns to break down these metrics by device and region for a more granular view.
To make analysis easier, include your own account's metrics in the first row for direct side-by-side comparisons. Use color coding to highlight strengths and weaknesses - for instance, green for strong performance (e.g., impression share above 80%) and red for areas needing improvement (e.g., impression share below 50%).
Update these tables bi-weekly for campaigns with high competition or monthly for more stable campaigns. Keep historical snapshots to track changes over time. This will help you measure if your optimizations are closing visibility gaps or if competitors are gaining an edge. Cross-reference these tables with your baseline metrics to assess how specific competitors are impacting your overall performance.
How to Spy on Competitor Google Ads 2025
Ad Messaging and Creative Strategy Analysis
This section builds on earlier Auction Insights by diving into the creative and promotional strategies competitors use to stand out.
Review Competitor Ad Copy
Start by searching your core keywords in incognito mode to see which ads appear at the top. Focus on non-brand terms (like "wireless headphones"), category terms (such as "athletic footwear"), and brand terms (your competitors' brand names). This gives you a clear picture of how competitors tailor their messaging based on where potential buyers are in their decision-making process.
For each ad, log key details like the competitor's name, headline, description, and any standout features. Look for patterns in their value propositions (e.g., "Free shipping on orders over $50"), social proof (like "4.8/5 stars from 10,000 reviews"), urgency cues (e.g., "Limited time: 20% off ends today"), and calls-to-action (like "Shop Now" or "Get a Free Quote"). Brand-specific ads often focus on trust and loyalty, while non-brand ads emphasize features, benefits, and special offers.
Use the Google Ads Transparency Center to dig deeper into your competitors' strategies across Search, YouTube, and Display. By entering a competitor's domain, you can view all their active ads and identify recurring themes, seasonal promotions, and the use of dynamic keyword insertion. Pay close attention to ad extensions like sitelinks, callouts, and structured snippets. These often carry additional hooks like "U.S.-based support", "Free returns", or "0% APR for 12 months", which can be just as influential as the main ad text.
Ads that remain active for extended periods often indicate a strong return on investment. Tools like Semrush and SpyFu can help you track historical ad performance, showing which headlines and descriptions endure over time versus those that are quickly replaced. Use these insights to test similar approaches in your own campaigns.
Once you've analyzed text ads, expand your focus to include Shopping ads and visual creative elements.
Audit Shopping and Creative Assets
For Shopping ads, search your top product keywords and review the carousel that appears. Take note of competitors' product titles, image styles, prices, and ratings. Pay attention to annotations like "Sale", "Price drop", "Best Seller", or "Free shipping."
This audit helps you understand whether competitors prioritize price, perceived quality (through high ratings or premium images), or unique features (like "organic", "Made in USA", or specific technical specs). For instance, if most competitors use standard product-only images but one uses lifestyle photography showing the product in action, that’s a creative strategy worth considering. Similarly, if competitors price their products $5–$10 lower than yours, you’ll need to decide whether to compete on price, offer bundles, or highlight superior quality and guarantees.
To keep track of these insights, create a comparison table. Include rows for each major competitor and columns for title structure, image style, price positioning (premium, mid-range, or budget), and rating strength. Update this monthly or whenever you notice shifts in the Shopping carousel. Cross-reference these findings with your Auction Insights data. If a competitor with strong Shopping creatives also has a high overlap rate and position above rate, it’s a sign their combination of messaging and bidding is working effectively.
Track Promotions and Offers
Building on your ad and asset analysis, monitor competitors' promotional strategies to better understand their pricing tactics. Over a 60- to 90-day period, check your key competitors' ads weekly. Document details like discount percentages (10%, 20%, 30%+), free shipping thresholds (e.g., "Free shipping over $50"), bundle deals (e.g., "Buy 2, Get 1 Free"), and seasonal campaigns (e.g., Memorial Day, Black Friday, holiday season). Note when these promotions start and end, the keywords they target, and whether they use urgency-driven language like "Ends in 24 hours" or "Only 5 left in stock."
Track how often competitors run promotions, how aggressive their discounts are, and whether they follow a predictable schedule - monthly, quarterly, or just during major retail events. This allows you to anticipate periods of heightened competition and plan your response. If matching discounts isn’t feasible, consider emphasizing other advantages like faster delivery, better warranties, or superior customer service.
Combine insights from the Google Ads Transparency Center and Auction Insights for a comprehensive view. For example, if a competitor’s impression share or top-of-page rate spikes during a specific week, check the Transparency Center to see if they launched a major promotion. Understanding these patterns helps you decide whether to compete directly with your own promotion or differentiate on non-price factors that resonate with your U.S. audience.
Landing Page and Conversion Strategy Analysis
Once you've reviewed competitors' ad copy and promotions, take a closer look at where those ads are directing traffic. Landing pages are critical in turning clicks into sales or leads. By studying how competitors structure their pages, you can uncover opportunities to improve your own conversion rates.
Audit Landing Page Quality
Start by analyzing top-performing competitor landing pages using tools like the Google Ads Transparency Center. To ensure pages load quickly, check their performance with Google PageSpeed Insights. Research shows that mobile users abandon pages at a rate of 53% if they take more than 3 seconds to load, while pages that load in just 1 second can triple conversions. Faster load times not only improve user experience but also boost your Quality Score and lower cost per click.
Mobile responsiveness is another essential factor. Use Google's Mobile-Friendly Test to evaluate how competitor pages adapt to different devices. With more than half of Google Ads traffic coming from mobile, a seamless mobile experience is crucial. Look for features like flexible grids, scalable fonts, and buttons that are easy to tap (at least 48x48 pixels). Check if competitors use AMP (Accelerated Mobile Pages) for even faster loads and test their designs across various screen sizes to ensure everything displays properly.
Next, assess message alignment between the ad and the landing page. For instance, if an ad promises "Free shipping on orders over $50", that same message should appear prominently on the landing page, ideally in the headline or hero section. Misaligned messaging can result in bounce rates that are 20-30% higher. Also, look for trust-building elements tailored for U.S. shoppers, such as BBB accreditation, SSL certificates, McAfee Secure seals, customer reviews with verified ratings, clear return policies like "30-day money-back guarantee", and U.S.-based contact details. These elements help build credibility and reduce hesitation during the purchase process.
Finally, evaluate the entire conversion journey to identify any points of friction.
Map Conversion Paths
Using insights from competitor ads, map out the customer journey from click to conversion. For eCommerce, this typically follows the path: ad → product page → add to cart → checkout. For lead generation, it’s often ad → landing page → form submission. Document each step and look for friction points, such as requiring account creation instead of offering a guest checkout. Studies show that 17% of U.S. shoppers abandon carts due to overly complex or lengthy checkout processes. Streamlined checkout flows - like one-page or two-step processes with clear progress indicators - can significantly improve conversions.
For lead generation, focus on how competitors design their forms. Note the number of fields and whether they’re required or optional. Research from Formstack highlights that reducing form fields from 11 to 4 can boost conversions by up to 120%. Short, single-column forms with features like auto-fill compatibility and social login options can further minimize friction. Also, observe whether competitors incorporate upsells and cross-sells during checkout. Features like product recommendations, bundles, or warranty add-ons can increase average order value without disrupting the user experience.
Once you’ve mapped the journey, evaluate how each interaction is designed to guide customers smoothly through the process.
Compare User Experience Elements
Create a comparison table to summarize key user experience factors, such as mobile load times, checkout steps, payment options, free shipping thresholds, and how clearly return policies are presented. For payment options, check if competitors accept popular methods like Apple Pay, Google Pay, PayPal, and Buy Now Pay Later services such as Affirm or Klarna. U.S. consumers now expect these options as part of a convenient shopping experience. Also, track how prominently competitors display star ratings, review counts, and testimonials - verified reviews can make a big difference in building trust.
This comparison can quickly highlight areas where you’re falling behind. For example, if competitors offer free shipping on orders over $50 and your threshold is $75, you may need to adjust to stay competitive. Similarly, if a competitor’s mobile page loads in 1.8 seconds while yours takes 4 seconds, optimizing your load times should be a priority. Use these insights to focus on changes that will drive the most impact, whether that’s speeding up your site, simplifying checkout, expanding payment methods, or making your return policy more transparent. These adjustments can help improve your conversion rates, maximize your Google Ads return on ad spend, and refine your campaigns for better results.
Performance Insights and Action Steps
Once you've gathered competitor data, the next move is turning those insights into actionable strategies for your Google Ads campaigns. This means benchmarking your performance, identifying areas where you're falling behind, and creating a focused plan to address those gaps.
Benchmark Performance Metrics
Start by comparing your campaign metrics with competitors using the Auction Insights report. This tool provides key data points like:
Impression share: The percentage of eligible impressions your ads receive.
Overlap rate: How often your ads compete with a specific competitor.
Position above rate: How frequently a competitor's ad appears above yours.
Top of page rate: The percentage of impressions your ads earn at the top of search results.
Export this data and create comparison tables to clearly identify where your visibility falls short compared to competitors.
For a broader view, tools like SEMrush or Ahrefs can estimate paid traffic volumes and share of voice. For example, in Ahrefs Site Explorer, entering a competitor's URL under "Paid traffic" reveals their top-performing keywords, traffic shares, and cost-per-click (CPC) data. Use these insights to establish a baseline and determine where your campaigns need improvement.
Identify Gaps and Opportunities
Once you've benchmarked your performance, dive deeper into the data to uncover weaknesses. For instance:
Low impression share or high position above rate could mean you're underbidding or struggling with a low Quality Score.
Use tools like SEMrush Keyword Magic Tool to find high-volume keywords your competitors are targeting but you’re missing. For instance, if competitors are consistently bidding on terms such as "wireless earbuds under $50", failing to target these could mean you're losing out on valuable market share.
You can also analyze competitors' ad copy and messaging. If their click-through rates (CTR) outperform yours - say, their CTR is 5.2% compared to your 3.1% - it might be due to more compelling ad copy. Tools like SpyFu can provide estimated CTR and CPC data to help you refine your approach. Additionally, the Google Ads Transparency Center can uncover regional targeting gaps. If competitors dominate mobile traffic in certain U.S. regions, adjusting your geo-bidding strategy could help you capture more of that audience.
Create Your Action Plan
Now it's time to put these insights into action. Develop a prioritized plan focused on high-impact changes. Here’s how:
Adjust bids: Increase bids by 10–20% on high-overlap keywords when your top-of-page rate is low.
Improve ad creatives: Use A/B testing to experiment with elements like dynamic keyword insertion or promotional callouts inspired by successful competitor ads.
Optimize landing pages: Focus on speed improvements, as faster load times not only enhance user experience but can also improve Quality Score and reduce CPC by up to 25%.
Start implementing bid adjustments in the first week, followed by creative testing in the second week. Track your progress using updated Auction Insights reports and Google Analytics, and tweak your strategies as needed. Regular monthly reviews and competitor monitoring through tools like SEMrush will help you stay ahead.
For a streamlined process and better results, consider partnering with Senwired. They specialize in optimizing Google Ads for eCommerce and lead generation, offering services like advanced campaign management and continuous Auction Insights monitoring. With their expertise, you could see a 20–30% ROI boost.
Conclusion: Key Takeaways
Checklist Summary
Staying ahead in Google Ads demands constant competitor analysis, and this four-phase framework helps cover all the essentials. In the Preparation stage, you identify your actual Google Ads competitors and establish baseline KPIs like impression share, average CPC (in USD), conversion rate, and ROAS. The Data Collection phase involves pulling Auction Insights, segmenting data by device and location, and using tools like SEMrush and Ahrefs to uncover competitor budgets and keyword strategies. During the Analysis phase, you compare performance metrics such as overlap rate, position above rate, top-of-page rate, and CTR to identify gaps where competitors outperform you. Finally, the Action phase focuses on implementing changes - adjusting bids, refining ad copy, and optimizing landing pages - while monitoring CPA and ROAS to confirm improvements in ROI.
Regular reviews are crucial to stay aligned with shifting trends. By tracking key metrics like impression share, overlap rate, CTR, CPC, CPA, and ROAS, you can directly link campaign performance to costs and revenue. If you notice declining impression share or rising CPAs despite optimizations, it’s a sign to dig deeper into competitive intelligence. This disciplined process ensures your ad performance continues to improve over time.
Benefits of Expert Partnership
While the checklist provides a solid foundation, executing this framework effectively often requires specialized skills, structured processes, and the ability to act decisively - resources that many in-house teams may lack. Collaborating with experts like Senwired can bridge this gap. They bring deep expertise in Google Ads and YouTube Ads, offering advanced bidding strategies and campaign structures that maximize the potential of your competitor insights. Senwired integrates market trends with your first-party data - like customer lifetime value, product profitability, and contribution margin - helping you focus on initiatives that drive real profit, not just surface-level metrics.
Senwired’s track record spans various eCommerce and lead-generation accounts, allowing them to benchmark your performance against proven industry standards while avoiding common mistakes. For instance, Lil Helper achieved 2.3x revenue growth and a 50% ROAS improvement through their refined strategies. Similarly, McNeela Music saw measurable increases in revenue and ROI across multiple advertising channels and regions under Senwired’s strategic management. If your competitors are excelling in areas like creatives, offers, or landing pages, partnering with Senwired can help you close the gap and achieve sustainable growth. Their expertise turns checklist insights into tangible results.
FAQs
How do I find my top competitors using Google Ads tools?
To figure out who your main competitors are in Google Ads, start with tools like Auction Insights and Keyword Planner. These tools can show you which businesses are targeting the same keywords, how often your ads overlap, and how competitors are performing in your market.
Pay attention to metrics such as impression share, average position, and overlap rate. These numbers reveal which companies are vying for the same audience as you. With this information, you can get a clearer picture of your competitors' strategies and market presence, allowing you to fine-tune your campaigns for stronger performance.
What key metrics should I track for competitor analysis in Google Ads?
To get a clear picture of how your competitors are performing in Google Ads, zero in on key metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). These numbers reveal how well they’re attracting traffic and turning clicks into results.
You’ll also want to keep an eye on impression share, quality score, and keyword performance. These metrics shed light on their ad visibility, relevance, and keyword tactics, offering valuable insights to fine-tune your own campaigns and gain an edge.
How can I improve my landing pages using competitor insights?
To make your landing pages more effective, take a close look at what your competitors are doing. Study their headlines, visuals, and calls-to-action to figure out what grabs attention and drives conversions. Once you’ve identified these elements, try incorporating and testing similar ideas on your own pages to fine-tune your design and messaging.
Pay special attention to areas like page load speed, mobile responsiveness, and presenting a clear and compelling value proposition. These factors are crucial for delivering a smooth user experience. Additionally, running regular A/B tests can help you identify what works best for your audience and make ongoing improvements. By applying insights from your competitors wisely, you can stay competitive and boost your conversion rates.
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