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8 Tools for Analyzing Your Competitors in PPC

Samuel Edwards
|
January 10, 2022

Analyzing your competitors is a critical strategy for creating a winning pay-per-click campaign. You need to know who your competitors are, what keywords they’re targeting, which keywords they’re ignoring, and what kind of ads they’re running.

You can get all of this information manually, but it’s easier and faster to get it from PPC competitor analysis software for competitive analysis.

Why you need to perform PPC Competitor Analysis

Analyzing what your competitors are doing will help you avoid their mistakes and imitate their successes. It’s like getting an inside scoop on what works and what doesn’t without having to experiment with every possibility yourself.

What PPC Competitor Analysis is Not

Although you’ll be analyzing your competitors’ PPC activity and gaining great insights from their advertisements, competitor analysis is not a own marketing strategy for copying their ads.

You’ll get creative ideas from their ad copy, images, keywords, and headlines, but it’s important to remember to avoid copying images and text word-for-word.

If you’re already getting decent results from PPC ads, analyzing your competition can help you increase your market share.

Start analyzing your competition today

To help you start analyzing your competitors, we’ve created a list of the top 8 PPC best website competitor analysis tools.

1. SEMRush (free to try – $99.95+)

SEMrush website competitor analysis tools/competitor analysis tool & keyword research - how to keyword research, relevant keywords & increase organic traffic

If you’re running an SEO marketing campaigns, you’ve probably at least heard of SEMRush, if you haven’t already purchased a subscription. This is one of the best search engine optimization (SEO) tools/competitor analysis tool around, but it’s also excellent for PPC competitor analysis.

Features

  • PPC ad research. Just type in the URL of a competitor and SEMRush will provide you with a list of their keywords, bidding strategies, monthly budget, allocated organic traffic, and ad text.
  • Multiple platform tracking. SEMRush will provide you with data from Facebook and Bing PPC ad accounts.
  • Display ad research. SEMRush has a large database full of PPC ads published across the world. If your competitors have ever published an ad through the Google Display Network, it’s probably in the SEMRush database.

The free version of SEMRush will give you an overview of data, but you’ll need a paid account to get the details for competitive analysis.

SEMRush is one of those versatile best competitor analysis tools that every digital marketer should have for marketing efforts.

2. Google Ads Auction Insights (free)

Google Ads Auction Insights- SEO competitor analysis tools/competitive analysis tools

Google’s Action Insights tool makes it easy to compare your PPC ads with your competitors/competitive analysis, including overall performance and bidding strategy.

Features

When you use this tool, you’ll be able to view ad data from competitors bidding, competitors rank on the same keywords and ad placement auctions as you. Auction Insights will show you the following metrics:

  • Impression share. This metric is a ratio of impressions received compared with eligible impressions. The higher your impression share, the more often your ads are being displayed for your keywords.
  • Overlap rate. Your overlap rate shows how frequently your ads have been displayed next to your competitors’ ads. For example, if you see a competitor’s overlap rate of 10%, that means 10% of the time both of your ads were displayed at the same time.
  • Outranking share. This metric tells you how often your ads outranked a competitor’s ad. Obviously, a high outranking share score is desirable. If your score is low, take note of who is outranking/search rankings you and do more research into their ads.

Google’s Action Insights is free and comes with your Google Ads account to spy on your competitors.

3. Facebook Ad Library (free)

Facebook Ad Library

The Facebook Ad Library is one of the most underused competitor analysis tool around. Born from the desire to provide transparency, the Facebook Ad Library will give you free access to all current ads published by your competitors.

Features

  • Access to current ads. Just search for your competitors by name and you’ll get a list of ads they’re running on Facebook.
  • Search by keyword. If you don’t know who all of your competitors are, you can also search for ads by keyword. These organic search results might not be from your competitors, but they might still be useful to you.
  • Filter search results by media type. Once you get your search results, you can filter the ads by media type like images, memes, videos, and plain text.

Even if you don’t plan on running PPC ads on Facebook, check out what your competitors are publishing. You can use their ads to help determine your next moves on other PPC platforms.

4. What Runs Where ($299-$399)

What Runs Where

The ads database from What Runs Where contains ads from more than 90,000 individual advertisers, which amounts to over 60 million advertisements. When you need ad data from your competitors/spy on your competitors, you can’t beat the insights from a database this large.

Features:

  • See ads as displayed to users. You’ll see all of your competitors’ ads in detail as displayed to users, including images, text, and headlines.
  • Three types of ad data. Get data for desktop native, desktop display, and mobile display ads.
  • Ads come from across the internet. This ad database comes from across the internet, not just one platform like Google or Facebook.
  • Deep, granular insights. What Runs Where will tell you which calls-to-action (CTAs) have been successful, where the ads have been running, and what keywords were associated with each ad.
  • Filter results. Once you find your competitors/competitor research’ ads, you can filter your results by ad type, keyword, date, country, and other parameters.
  • Separate affiliate campaigns. You can filter out ads from affiliate campaigns run by the main brand.

The information provided by What Runs Where will help you optimize your own PPC ad campaign to capture more of your competitors’ traffic.

Pricing

What Runs Where offers two different plans at $299 and $399 per month.

5. Spyfu ($33-$299)

Spyfu competitive research, competitive intelligence & keyword rankings - detailed analytics

When you’re managing an SEO and PPC ad campaign, Spyfu is a great resource to spy on your competitors. However, some people have reported inaccurate website traffic and budget data so be prepared to compare data with another tool.

Features

  • Ad spend revealed. Search for your competitors/competitor research’ website to find out what they’re spending on PPC ads through Google Ads.
  • Ad performance. Spyfu will tell you how many clicks your competitors are getting on their ads plus how many paid keywords they’re using.
  • View competitor ads. View your competitors’ ads from the last 5 months.
  • CPC estimates. The paid versions of Spyfu provides CPC estimates along with additional keyword stats.

Spyfu is one tool that provides free users with access to large amounts of data, so it’s definitely worth signing up to test out.

You can also search for competitors backlinks and export your data to custom reports. If you want a powerful competitor/competitor research analysis tool, Spyfu has you covered with a risk-free 30-day money back guarantee.

6. Serpstat ($55-$499+)

Serpstat

Serpstat is primarily an SEO platform with PPC competitor analysis feature’s.

Features

  • Generate a list of competitors. Don’t know who your competitors are? Enter your website into Serpstat and you’ll get a list of your competitors.
  • Keyword insights. On the back end, the system figures out which keywords you share with your competitors, which keywords they’re using that aren’t present on your website, and how many keywords your competitors are bidding on through PPC ads.
  • View competitors’ ads. Serpstat will show you past ads run by your competitors on PPC platforms.

There’s a free browser-based version of Serpstat, but the features are limited. You’ll need a paid account to get significant, usable insights.

7. iSpionage ($50+)

iSpionage

iSpionage is one of the more affordable paid PPC competitor analysis tools and it also happens to provide some of the most advanced insights. This is a great tool for learning what works and following the examples set by successful competitors.

Features

  • Keyword Effectiveness Index (KEI). Identify the most effective and profitable keywords in your niche.
  • Ad Effectiveness Index (AEI). Identify your competitors’ most profitable ads.
  • Analyze data from three search engines. iSpionage pulls data from Google, Bing, and Yahoo.
  • See your competitors’ monthly budgets. In addition to seeing how much your competitors are spending on PPC ads, you’ll also get access to their overall strategy.
  • Additional SEO analysis features. As a bonus, you can also identify your competitors’ top SEO keywords so you can make sure you’re covering all the right keywords.

Overall, iSpionage is a great tool for anyone running a PPC marketing campaigns.

8. KeywordSpy (free to try)

KeywordSpy-best competitor analysis tools

KeywordSpy offers several PPC competitor analysis feature’s that pull real-time data. Some top brands use KeywordSpy, including Toyota, IBM, and American Express.

Features

  • Keyword identification. Identify competitors’ keywords and domain names used in their PPC ads.
  • View ad copy. See what your competitors are writing for their headlines and ads (content strategy).
  • View competitors’ ad spend. Find out how much money your competitors are spending on their ads.

The free trial will allow you to track a maximum of ten keywords, ads, and domains/competitor’s domain from your competitors.

PPC competitor analysis tools are extremely helpful

Ultimately, PPC competitive analysis tool will help you spy on your competitors & increase your CTR, reduce your CPC, identify keyword gaps, and ensure you’re targeting all the right keywords for your industry.

If you haven’t started analyzing your competition, sign up for some free trials with the competitor analysis tool listed in this article and take them for a test run. When you find the competitor analysis tools that fit your needs, upgrade to a paid version.

Need help with your PPC ad campaign? We can help!

How is your PPC ad strategy working out? If you’re getting less-than desirable results, our PPC ad services can help.

Running PPC ads isn’t easy. In fact, it takes time and commitment to learn all the ins and outs of pay-per-click advertising. Although some self-taught marketers can run a decently successful campaign, achieving outstanding results is a job best suited for professionals.

There are many complex PPC ad strategies you can’t learn over the weekend, like dayparting, for example. Also, each PPC platform requires a slightly different approach on the technical side.

If your ad campaign is struggling, reach out to our team of ad specialists – we’d love to help you get the clicks and conversions you deserve.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
The E-Commerce & Retail Guide to Running Profitable Paid Ads

If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in. 

Done right, they drive traffic, conversions, and repeat customers. 

Done wrong, they drain your budget and leave you wondering what went wrong.

Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.

So how do top-performing e-commerce and retail brands make their paid ads work? 

What are they doing that you’re not? 

This guide breaks it down step-by-step, so you can start running profitable ads with confidence.

Understand Your Business Goals Before You Spend a Dime

Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.

  • If your goal is new customer acquisition, your campaigns might be optimized for reach, clicks, or conversions. 
  • If your goal is profitability, you’ll focus more on return on ad spend (ROAS), customer lifetime value (CLTV), and cost per acquisition (CPA).

Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.

Know Your Numbers

If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget. 

And in e-commerce, that can get expensive fast.

Let’s start with the most critical numbers you need to know:

  • Cost of Goods Sold (COGS). This is what it costs you to produce or source the product you’re selling, including manufacturing, packaging, and shipping to your warehouse (or dropshipping fees). If you’re selling a T-shirt for $30 but it costs you $10 to manufacture and another $5 to ship, your total COGS is $15.
  • Average Order Value (AOV). AOV is the average dollar amount a customer spends when they place an order on your site. If your total revenue for a given period is $10,000 and you had 200 orders, your AOV is $50. This number helps you understand how much revenue you can expect per customer interaction – and it’s key to setting realistic ad spend limits.
  • Gross Profit Margin. This is the percentage of each sale that’s actual profit before marketing and operational costs. Using the example above, if your product sells for $30 and costs $15 to produce, your gross profit is $15, or 50 percent. If your AOV is $50 and your average product costs $25, you’re working with a 50 percent margin overall. Higher margins give you more breathing room with your ad spend.

Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin. 

So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.

For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.

Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:

  • Bundle products to increase AOV
  • Offer free shipping thresholds (e.g., “Free shipping over $50”)
  • Upsell or cross-sell related products during checkout

On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.

A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.

That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.

Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer. 

A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.

Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:

  • How much you can pay to acquire a customer
  • How much you need to make per order to be profitable
  • What kind of ROAS you should target in your campaigns
  • When it’s time to scale or pull back

Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.

Choose the Right Platforms for Your Audience

Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.

If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.

Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.

Nail Your Targeting

One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.

On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.

Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.

The more relevant your targeting, the more efficient your spend and the higher your return.

Invest in Scroll-Stopping Creative

Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.

Your creative needs to do three things quickly:

  1. Stop the scroll
  2. Spark interest
  3. Show value

Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.

For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.

Use Landing Pages That Convert

Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.

If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.

Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.

Monitor Performance

Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.

Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.

Watch for early indicators of success – or failure. 

  • If your CTR is low, your creative probably needs work. 
  • If people click but don’t buy, your landing page or offer may be off. 
  • If your ROAS is negative, it’s time to adjust your targeting, bidding, or pricing.

Treat your campaigns like living systems. Tweak, test, and improve them continuously.

Scale What’s Working, Kill What’s Not

Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.

Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.

And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.

Focus on Lifetime Value

One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.

If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.

At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.

Contact us today to learn more!

‍

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