Google Ads Competitor Analysis: Tools & Tactics in 2025

Google Ads competitor analysis helps you learn more about your competitors’ ad campaign strategies. Tools like Bestever make this easier by tracking competitor ad performance, while platforms like SpyFu and Semrush let you dig into keyword data. With the right approach, you can spot opportunities and refine your strategy to stay ahead.

In this article, we’ll cover: 

• What a Google Ads competitor analysis is and why it's important
• Steps for conducting your own
• Best tools in 2025
• 6 top tips for outranking your competitors
• Benchmarking your performance
• Key Google Ads trends in 2025

Let’s start by talking about what Google Ads (formerly AdWords) competitor analysis is.

What is Google Ads competitor analysis?

Google Ads competitor analysis is a form of digital ad intelligence and involves the process of researching and evaluating your competitors’ ad strategies to understand what’s working for them. It helps you get key insights about:

• The keywords they bid on, so you can see which search terms drive traffic to their ads.
  ‍
• The ad copy and messaging they use, so you can analyze how they position their products or services.
  ‍
• Their bidding strategies and ad placements, allowing you to identify whether they target broad, exact, or phrase-match keywords and where their ads appear.
  ‍
• The landing pages and offers they promote, to learn how they convert traffic and what incentives they use to drive action.

Why is competitor analysis essential for Google Ads success? 

Running Google Ads without also learning more about your competition is a recipe for wasted ad spend. You can keep throwing things at a wall until you find something that sticks, but doing some research can help you optimize your budget early on. A strong competitor analysis helps you:

• Identify high-performing keywords: Once you identify these keywords, you can focus on the search terms that drive the best results.
  ‍
• Uncover gaps and missed opportunities: Find keywords, audiences, or ad placements your competitors aren’t targeting.
  ‍
• Refine your ad messaging: Improve your copy by understanding what resonates with your audience.
  ‍
• Optimize your budget: Learn where competitors are overspending or underspending and adjust your strategy accordingly.
  ‍
• Boost conversions: Analyze landing pages and offers to create more compelling ad experiences.

6 steps to conduct a Google Ads competitor analysis

Analyzing your competitors’ Google Ads strategy can give you a clearer path to better performance. Here’s how to break down their approach so you can refine your own campaigns:

1. Identify your top Google Ads competitors

Start by searching for your target keywords on Google, noting which brands consistently appear in the ads section. Then:

• Use Google Ads Transparency Center to see who’s actively running campaigns.
  ‍
• Check Auction Insights in Google Ads to find out which advertisers are competing in your space.
  ‍
• Use tools like Semrush or SpyFu to track which brands rank for similar paid keywords.

2. Analyze competitor keywords

Your competitors' keyword choices reveal where they focus their ad spend. To find shared and unique keywords:

• Use Google Ads Keyword Planner to discover overlapping search terms.
  ‍
• Run competitor URLs through tools like Ahrefs or Semrush to see which paid keywords drive traffic.
  ‍
• Check for keyword bidding history and cost trends.
  ‍
• Identify any branded keywords they target.

3. Check out competitor ad copy and creatives

Understanding how competitors position their products or services can help improve your own messaging. To analyze ad copy:

• Use Google Ads Transparency Center to view current and past ads.
  ‍
• Track ad variations to see which creatives perform best. You can use a tool like Adbeat or run ad creatives through Bestever’s Ad Analysis Dashboard to find out which of their elements are working (and which need some optimization).
  ‍
• Look at your competitors’ ads and compare headline styles, CTA placements, and value propositions.
  ‍
• Note any trends in offers, urgency tactics, or emotional triggers used in their copy.

4. Track competitor landing pages and offers

A well-optimized landing page can make or break an ad campaign. One thing you can do is visit competitor landing pages to analyze:

• Headline and CTA structure: How do they hook visitors and encourage clicks?
  ‍
• Lead generation forms: Do they ask for minimal details or require in-depth signups?
  ‍
• Page speed and mobile experience: Are their pages fast and easy to navigate?
  ‍
• Promotions and offers: Are they using limited-time discounts, free trials, or bundled deals?

If you’d like to learn more about your competitors’ previous landing pages, you may be able to find them on the Wayback Machine. You can also use a tool like BuiltWith to find out what your competitors are using to build their websites.

5. Monitor bidding strategies and ad placements

Your competitors’ bidding strategies can give you insights into where they invest their budget. You can track:

• Ad frequency and placement trends: Use Google Ads Auction Insights to see who bids aggressively.
  ‍
• Display network presence: Check a tool like Adbeat to see where competitors place their ads.
  ‍
• Video and shopping ads: Use a tool like Semrush to analyze YouTube ads and Google Shopping listings.

6. Competitor budget and spend analysis 

While you can’t see exact ad budgets, there are ways to estimate how much your competitors spend on Google Ads. 

You can use the tools mentioned above, like SpyFu and Semrush, to get estimates of monthly PPC spend based on impression share, cost-per-click (CPC) trends, and historical bidding data. 

How Bestever helps with budget efficiency

Bestever helps with Google Ads budget efficiency by analyzing past performance to identify high-converting creatives, ensuring ad spend goes toward what works best​. It tracks competitors' strategies, providing insights into effective search terms and ad formats. 

The platform detects ad fatigue, suggests creative updates, and ensures accurate conversion tracking to prevent wasted budget. AI-driven insights allow users to quickly assess which ads drive the best ROI, while automated reports simplify decision-making. 

How often should I conduct competitor analysis?

There’s no specific guideline for how often you should conduct your analysis. It all depends on your industry and how competitive the market is. However, here’s a general guideline of things you can do:

• Monthly: Check for keyword shifts, ad copy changes, and new competitors entering the space each month so you know if you need to do any additional competitor research according to your results.
  ‍
• Quarterly: Each month, it’s wise to review bidding trends, ad placements, and landing page updates so you can make adjustments to your strategy if you need to.
  ‍
• During major industry events or seasonal peaks: Competitor strategies often change around holidays, sales events, or industry trends. Doing your analyses during these times can help you stay ahead.
  ‍
• When performance drops: There could be many reasons why your click-through rate (CTR), CPC, or conversions performance dropped. One of the many ways to identify the cause is by checking your competitors’ activity.

Best tools for Google Ads competitor analysis in 2025

These days, there are countless tools to help you perform your competitor analysis. They often vary in functionality, pricing, and best use cases. Let’s take a look at some top tools below:

6 top tactics to outrank your Google Ads competitors

Beating your competitors in Google Ads isn’t just about increasing your budget, it’s about smart strategy. These six tactics will help you get better results without overspending:

1. AI-powered bid optimization

Adjusting your bids manually can be time-consuming. And if your competitors use automated bidding, it’s likely that they’ll outpace you. Here’s why it’s smart to use AI-powered bid optimization:

• It allows you to automatically adjust bids based on real-time competition and performance trends, so you can prevent wasted ad spend.
  ‍
• It lets you optimize for conversions and not just clicks, so you can make sure that your budget goes toward high-quality traffic.
  ‍
• You can identify low-cost, high-value opportunities by analyzing competitor bid patterns and adjusting your own strategies accordingly.

For example, if your competitors are aggressively bidding on a high-volume keyword, AI can help you lower your bid during peak hours and increase it when competition drops. This can help you keep your costs in check.

Google’s Smart Bidding is a good place to start if you want to give AI-powered bid optimization a try. There are also other services, like BrightBid, that you might also want to consider.

2. Improve ad copy and A/B test creatives

A well-crafted ad copy can make all the difference in your CTRs by making your ad stand out, aligning with user intent, and driving action. Strong ad copy creates a strong first impression, highlights unique selling points (USPs), and differentiates you from competitors. 

To outperform competitors, you can:

• Analyze their headlines and descriptions in the Google Ads Transparency Center to find common trends. Look for patterns in wording, offers, and call-to-action phrases that frequently appear in top-performing ads. If competitors emphasize "award-winning service," consider countering with a more compelling differentiator like "Voted #1 by 10,000+ Customers."
  ‍
• Use power words that competitors might be missing to create urgency and emotional appeal. If their CTA says "Buy Now," test a stronger alternative like "Get 50% Off Today" or "Limited-Time Offer – Claim Your Discount!" Words like exclusive, limited, guaranteed, and effortless can encourage engagement.
  ‍
• A/B test multiple versions of your headlines, descriptions, and display URLs to see what resonates best. Test different phrasing, CTA placements, or offers to determine which combination drives the highest engagement. For example, one version could focus on discounts ("Save 30% on Winter Jackets") while another highlights social proof ("Rated 5 Stars by 10,000+ Customers!").
  ‍
• Incorporate numbers and specific benefits to make your ad copy more compelling. Instead of a vague statement like "Fastest Delivery on the Market," try "Get Your Order in 24 Hours – Guaranteed!". Numbers make ads feel more credible and eye-catching.
  ‍
• Test emotional vs. logical appeals to see what resonates with your audience. If competitors are focusing on features ("Durable and Lightweight Running Shoes"), test an emotional appeal like "Run Faster, Longer – Designed for Champions."

3. Target competitor brand names

Bidding on competitor brand keywords can be a powerful way to intercept high-intent users who are already looking for similar products or services. Instead of waiting for them to discover your brand, you can place your ad right in front of them at the exact moment they’re considering a purchase.

For example, if someone searches for "Nike running shoes," Adidas could run an ad targeting that search with a compelling offer, like "Adidas vs. Nike: See Why Runners Choose Us." This approach works best when you provide a clear incentive for users to consider your brand, whether it's a better price, superior features, or a unique benefit that sets you apart.

That said, this strategy only works if your landing page backs up your claim. If your ad promises a compelling reason to switch, but your landing page is vague or generic, visitors will bounce right back to the competitor they originally searched for.

Should I bid on competitor brand names?

Proceed with caution — this tactic isn’t for everyone. Here’s a general guideline:

• Do it if: You have a clear advantage like better pricing, features, or unique benefits that make switching worthwhile. A strong comparison page or exclusive offer can improve conversions.
  
  
• Don't do it if: Legal risks exist, or you're just trying to siphon competitor traffic without offering a compelling reason to choose your brand. 

4. Optimize landing pages for better conversions

Even the best ad can’t fix a poor landing page experience. To maximize conversions:

• Ensure fast load times: Google prioritizes pages that load in under 3 seconds. Use tools like Google’s free PageSpeed Insights to optimize.
  ‍
• Make your pages mobile-friendly: According to Semrush, over 60% of Google searches in the United States come from mobile devices. It’s a good idea to optimize your landing pages for mobile to make sure customers have a user-friendly experience.
  ‍
• Use heatmaps: You can use heatmaps like VWO or Hotjar to analyze how visitors interact with your page and where they drop off.
  ‍
• Test different CTAs: "Sign Up for Free" might convert better than "Request a Demo."

5. Use audience segmentation and remarketing

Your competitors aren’t just bidding on keywords, they’re also targeting specific audience segments. You can:

• Use Google’s Custom Audiences to target people based on search intent, website visits, or app activity.
  ‍
• Retarget visitors who didn’t convert with display and YouTube ads to keep your brand top-of-mind.
  ‍
• Exclude low-performing audience segments to avoid wasting ad spend.

For example, if you run ads for high-end watches, instead of targeting everyone searching for "luxury watches," you could refine your audience to people who have visited Rolex’s site or follow luxury brands on social media.

6. Competitor audience targeting insights

Competitors don’t just compete on keywords, they also optimize for specific audience segments. Here’s how to analyze their targeting:

• Google Ads Audience Insights: Breaks down demographic and interest groups engaging with competitor ads.
  ‍
• Facebook Ad Library: Shows competitor ad placements, age, gender, and behavioral targeting.
  ‍
• LinkedIn Campaign Insights: Useful for B2B competitors because it reveals professional audience segments.

Benchmarking your performance against competitors 

Tracking your Google Ads performance is important, but numbers alone don’t tell the full story. To understand if your campaigns are truly competitive, you need to compare them against industry benchmarks. This helps you spot areas where you’re excelling, or where your competitors might be outperforming you.

Here are key PPC benchmarks to measure your performance against:

How to use competitor benchmarks

So you’ve done your analysis — now what? Well, here’s what you can do to make use of that information:

• Compare CTRs: If your click-through rate is lower than the benchmark, your competitors are likely using more engaging ad copy or better targeting. Do a bit more research to see where you can improve your strategies.
  ‍
• Monitor CPC trends: If your cost per click is rising, check Google Auction Insights to see if competitors are outbidding you. Adjust your bidding strategy or test less competitive keywords.
  ‍
• Track Quality Score: A low Quality Score means your ads aren’t as relevant as they could be. Run your ads through Bestever’s ad analysis dashboard to get insights on your creatives, then optimize your ad bidding and targeting.

How Bestever automates performance benchmarking

Manually tracking ad performance and comparing it to competitors can be time-consuming. Bestever takes the guesswork out of it by automating the process and providing real-time insights that help advertisers stay ahead. Here’s how it works:

• Tracks competitor performance in real time: During onboarding, you can add competitors, and Bestever will continuously monitor their ad performance, creative trends, and audience targeting strategies. This makes it easy to spot gaps and new opportunities.
  
  
• Analyzes past ad data for smarter decisions: Instead of guessing what works, Bestever reviews historical campaign data to find patterns in high-performing creatives, messaging, and ad formats so you can refine future campaigns with confidence.
  
  
• Flags creative fatigue before it costs you: Bestever detects when your ads start underperforming and suggests optimizations before you waste ad spend.
  
  
• Simplifies performance reporting: Bestever pre-populates reports with key metrics, making it easy to compare your performance against industry benchmarks and adjust your strategy accordingly.

The future of Google Ads: key trends for 2025

Google Ads is leaning harder into automation, and if you’re still relying on manual tweaks, you might be falling behind. 

Here’s what’s changing:

• Performance Max is taking over: Google is pushing Performance Max campaigns as the go-to option, meaning more automation and less hands-on control. It’s great for optimizing across different placements but leaves advertisers with fewer manual settings to tweak.
  ‍
• AI is running the bidding game: Automated bidding strategies like Target ROAS and Maximize Conversions are now doing the heavy lifting.
  ‍
• Predictive analytics is changing the playbook: AI is getting smarter at forecasting keyword competition, CPC changes, and audience shifts before they happen. That means advertisers who rely on real-time data and automation will be a step ahead while others scramble to catch up.

How Bestever helps you optimize ads based on your competitor analysis

Google Ads competitor analysis isn’t just about tracking what others are doing, it’s about using those insights to improve your own campaigns. Bestever helps you break down competitor performance and fine-tune your ads with real-time data and AI-driven recommendations. 

Here’s how it works:

• Instantly analyze competitor ad performance: Bestever’s Ad Analysis tool evaluates engagement, budget efficiency, and creative impact, giving you a clear picture of how your ads compare. Instead of guessing why a competitor’s ad is performing better, you’ll get actionable insights to adjust your strategy.
  
  
• Optimize ads before spending too much: Instead of waiting days or weeks to see if an ad works, Bestever pinpoints weaknesses early so you can make adjustments before burning through your budget.
  
  
• Learn from past performance: Bestever reviews your historical ad data to identify patterns in what has worked before. It helps you recognize effective trends in your own campaigns so you can build on them further.
  
  
• Generate fresh ad creatives efficiently: If you need more ad variations, Bestever can quickly generate images and videos that match your brand, helping you test new approaches without slowing down your campaign schedule.

Want to make the most of your competitor analysis research? Let our team show you how Bestever can help you analyze your own ads and optimize them to meet and exceed competitor standards. 

 Try a demo of Bestever for free.