How to Spy on Competitors’ Google Ads?


Your competitors are can very much be tracked on Google Ads. Each time you search for material connected to your niche, your competitors’ advertising campaign links are right in front of you.

A typical desire found among many business leaders is to have their ads appear above those of their competitors. However, this is not always a successful tactic, especially if you wish to conduct profitable ads, at any rate.

Since you do not know whether your competitors profit from those ad campaigns from the outside, it makes no difference if they’ve been operating them for months or even years. Therefore, if you want to invest more money to outrank your competition, or if you simply want to get started with Google Ads, it’s essential to get a little more knowledge.

Monitoring your competitors’ activities can help you challenge and uncover flaws in their approach.

Which of Your Competitors is Running Google Ads?

Figuring out who is promoting their links on Google Ads is the first step in determining what your Google Ads adversaries are doing. The simplest approach is to enter a few keywords and check which companies are on top of the Ad sections.

However, it is crucial to highlight that this technique does not provide a realistic picture of the entire playing field. For example, the ads of competitors’ may have been set to only appear at specific times of day, or they may have used up their ad money for the day. Moreover, because search results are restricted to your browser’s location and language, several competitors’ ads may not appear.

SimilarWeb can be used to look at the data of the advertisements that appear. For example, after you’ve entered the URLs you’ve discovered, scroll down to see the Traffic Origin report.

Next, scroll further down to the Search tab to view the breakdown of organic and paid visitors.

How to Use Google Ads Auction Insights?

If you currently have a Google Ads campaign active, the Google Ads Auction Insights analysis will provide you with more granular information. This analysis will show you how your account compares against other advertisers overall, for a single campaign or for a targeted ad group.

You may get to it by heading to the ‘Auction Insight’ tab after selecting any active ad campaign. Click on Select ‘All’ once you’ve opened it.

This will provide a number of relevant reports to you.

Here are a few topics you may learn about your competitors:

  • Quality Score
  • Impression share
  • Overlap rate (the degree with which your competitors’ advertisements appear next to yours)
  • Position-above rate (the degree with which your campaigns surpass those of your competitors)
  • Average Ad position.

You’ll receive a report that’s simple to explore and locate the information you’re looking for. Using the data collected, you may determine where you should slow down and act more effectively.

How Much Google Ads Traffic Do Your Competitors Receive?

If you’re operating a Google Ads program, the Auction Insights feature can be a valuable resource once again. However, you should give particular emphasis to the impression share and outranking share.

The impression share indicates how frequently your ad was seen. It is determined by dividing the number of eligible impressions by the number of impressions produced.

The impression share statistic also informs you how frequently your competitor’s ad acquired an impression as a percentage of the auctions in which your ad competed.

This data allows you to determine how well your advertisement is reaching out to your potential consumers. You may also see if raising your bids has increased your impression share.

The outranking share tells you how many times your ad outranked the advertisers throughout the auction. In other terms, this section indicates whether your bidding approach to surpass a certain competitor was profitable.

How to Find Competitors Google Ads Keywords?

Stop looking for a cheap tool that provides a list of rival keywords with just a couple clicks. A competitor keyword analysis is not always that straightforward. While tools can be extremely useful, you’ll need to perform some human research to generate a complete list of your rivals’ keywords.

Don’t be discouraged by the amount of work involved. Although there is no single one-click tool for performing organic keyword competitor research, there seem to be a few distinct techniques accessible to smooth out and quicken your research approach.

HTML page source

Visit your competitor’s webpage and select a page to search for keywords on. Next, right-click anywhere on the page and select the “page source” option. A screen should appear, revealing the blog’s HTML source code.

Search for keywords in the meta description, title tag, optional keywords tag, and any image tags and alt tags in the source code. Although not all websites implement the keywords tag, it’s still worth giving a check.

Google keyword planner

To use the Google Keyword Planner Program on the Google AdWords platform, everything you need is just a free Google account.

  • Log in to Google Ads, proceed to the Keyword Planner section, and look for the “Find new keywords” button.
  • Now, select “Search new keywords by using a phrase, website, or category.”
  • After you’ve completed the form, insert your competitor’s webpage URL in the text box under “Your landing page,” then click “Get suggestions.”
  • Google will then crawl the entered URL and compile a list of keywords linked to the website and the entire website.
  • Once Google has finished displaying your results, tap on the “Keyword ideas” button to the right of the chart to display the list of competitor keywords.


SEMRush is a great platform that provides an excellent organic keyword analyzer that displays top-ranking phrases for virtually any domain. It is as easy as entering the URL of your competitor’s webpage and reviewing the list provided by SEMRush.

Moreover, the SEMRush tracker also reveals the URL which ranks for each keyword, allowing you to better understand what aspects of your competition’s marketing strategy are working particularly well for them.

How Much Do My Competitors Spend on Google Ads?

Although you cannot directly determine how much your competitors spend, you can see their keywords to get impressions and top positions. As a result, you can assume that they spend more on these keywords than other advertisements.

Using Google Ads Auction insights, you can know when your competitors are submitting bids. This information can be very useful because it allows you to pinpoint days of the week or particular hours of the day when competitors are highly active (or less active). You may then modify your bidding strategy to capture additional auctions when it counts.


Spying is not always unethical, especially when exploring the Google ads world and learning how to excel in your Ad campaign. Knowing what your competitors are doing to strengthen their Google Ad campaign can always help you level up yours and eventually help your company grow.

At Clixpert, a google ads agency in Sydney, we’ve helped thousands of businesses get the best results with Google Ads.  Contact our experts and  see your business grow online.


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