Google Ads Competitor Analysis Tips

Ever wondered why some businesses soar in the digital skies while others barely take off?

The secret often lies in mastering Google Ads competitor analysis.

It’s not just about using Google Ads; it’s about diving deep, uncovering hidden strategies, and outsmarting the competition. 

Ready to unveil these secrets? Let’s embark on this game-changing journey!

The Importance of Competitor Analysis in Google Ads

Ah, the digital battleground of Google Ads! It’s where businesses, big and small, jostle for attention, hoping their ad shines the brightest.

But here’s the thing: it’s not just about having the flashiest ad or the biggest budget.

It’s about strategy, and a significant part of that strategy is understanding your competitors.

Let’s dive deep into why competitor analysis in Google Ads is not just important—it’s crucial.

The Digital Chessboard

Imagine playing chess without ever looking at your opponent’s moves.

Sounds absurd, right?

That’s precisely what you’re doing if you’re not analyzing your competitors in Google Ads.

  • Seeing Beyond Your Own Moves
    • Every time you set a bid, choose a keyword, or design an ad, you’re making a move on this digital chessboard. But if you’re not watching your competitors, you’re playing blind. It’s like trying to score a goal in soccer without knowing where the goalkeeper is standing.
  • Understanding the Landscape
    • Google Ads isn’t just about your ads; it’s about how your ads compare to others. Are your competitors bidding higher? Are their ads more engaging? Are they targeting a niche you haven’t even considered? Think of it as hiking. You wouldn’t start a hike without checking the terrain, would you?

Gaining Crucial Insights

With tools like competitive keyword analysis, you can peek into your competitors’ strategies. And trust me, the insights you’ll gain are pure gold.

  • Keyword Strategies
    • What specific keywords are your competitors targeting? Are there any high-performing keywords you’ve missed? You can uncover these hidden gems and incorporate them into your strategy by performing competitor research. It’s like finding a shortcut in a race.
  • Ad Performance
    • How are your competitors’ ads performing compared to yours? Are they getting more clicks? Higher conversion rates? By understanding this, you can tweak your ads to outperform theirs. Think of it as tuning a car for a race. You’d want to know how the other cars are performing to make the best tweaks, right?
  • Budgeting and Bidding
    • Are your competitors spending more or less than you? Are they getting better results with a smaller budget? This insight can help you optimize your bids and get the most bang for your buck. It’s like shopping smartly, ensuring you get the best value for your money.

Staying Ahead of the Curve

In the ever-evolving world of Google Ads, yesterday’s strategies might not work today. By keeping an eye on your competitors, you ensure you’re always one step ahead.

  • Adapting to Changes
    • If all your competitors suddenly change their bidding strategy or start targeting a new keyword, you’d want to know why, right? Maybe there’s a new trend or a shift in the market. By analyzing your competitors, you track changes and you can adapt quickly. It’s like surfing. You need to constantly watch the waves to ride them perfectly.
  • Continuous Learning
    • The digital marketing landscape is always changing. By observing your competitors, you’re continuously learning, adapting, and improving. It’s a never-ending cycle of growth. Think of it as attending a class where the syllabus keeps updating. You always need to stay updated to score well.

Competitor analysis isn’t just a “nice-to-have”; it’s a “must-have.”

It provides invaluable insights, helps you optimize your strategy, and ensures you’re always ahead.

So, the next time you’re setting up a Google Ads campaign, remember to keep an eye on your competitors.

✏️Dive deeper into the world of competitor analysis with insights from SaaS marketing.

Step-by-Step Guide to Google Ads Competitor Analysis

Alright, let’s get down to the nitty-gritty.

You’ve realized the importance of competitor analysis in Google Ads, and now you’re itching to get started. But where do you begin?

Fear not!

I’ve got you covered with this comprehensive step-by-step guide.

1. Setting the Stage: Understand Your Own Campaigns

Before you start peeking into your competitors’ strategies, it’s essential to have a clear understanding of your own Google Ads campaigns.

  • Audit Your Current Keywords
    • Dive deep into your Google Ads Keyword Planner and list down all the keywords you’re currently targeting. Are they broad, exact, or phrase match? Think of it as taking inventory in a store. You need to know what you have before you can figure out what you need.
Google Keyword Planner
  • Analyze Your Ad Performance
    • How are your ads performing? What’s your click-through rate, conversion rate, and cost-per-click (CPC)? These metrics will serve as a benchmark when you start comparing with competitors. It’s like a health check-up. You need to know your current state to understand what needs improvement.

2. Identifying Your Main Competitors

You can’t analyze everyone. So, let’s narrow down the list.

  • Use Google Search
    • Type in your main keywords into Google and see which ads appear at the top. These are your primary competitors. It’s like identifying the main players in a football match. You need to know who you’re up against.
  • Leverage Third-Party Tools
    • There are plenty of tools like Semrush and Ahrefs that can provide a list of competitors based on shared keywords and other metrics. Think of these tools as your secret agents, giving you insider info on the competition.

3. Deep Dive into Competitor Keywords

Now, let’s uncover the goldmine: your competitors’ keywords.

  • Keyword Overlap and Gaps
    • Using keyword research tools like Google Keyword Planner, identify which keywords overlap with yours and where the gaps are. These gaps are potential opportunities for you. It’s like finding unexplored territories on a map. New lands to conquer!
  • Analyze Keyword Performance
    • Dive into platforms like Ahrefs to see how your competitors’ keywords are performing. What’s their search volume, cost-per-click, and competition level? This step is like checking the performance stats of a car before a race. You want to know what you’re up against.
Analyzing competitor's keywords in Ahrefs

4. Dissecting Ad Copies and Strategies

Ads are the frontline soldiers in this battle. Let’s see what weapons your competitors are wielding.

  • Ad Copy Analysis
    • What kind of headlines are your competitors using? What’s their unique selling proposition? Are they using any specific call-to-actions? It’s like analyzing the dialogue delivery of an actor in a movie. What lines make the most impact?
  • Strategic Insights
    • Are your competitors using any specific ad strategies? Maybe they’re leveraging remarketing ads or focusing on mobile device optimization. These valuable insights can help you refine your strategy. Think of it as understanding the tactics of a chess player. Are they aggressive or defensive?

5. Budgeting, Bidding, and Beyond

Money talks, especially in Google Ads.

  • Analyze Ad Spend
    • How much are your competitors spending on their PPC campaigns? Are they getting a better ROI with a smaller budget? Tools like Semrush can provide insights into estimated ad spends. It’s like understanding the financial strategies of a business. Where are they investing?
  • Bidding Strategies
    • Are your competitors using manual or automated bidding? Are they leveraging strategies like smart bidding? Understanding this can help you optimize your bids. Think of it as a bidding war in an auction. You need to know your competitors’ strategies to outbid them.

Competitor analysis in Google Ads isn’t a one-time task. It’s an ongoing process of learning, adapting, and evolving.

Leveraging Insights for Your SaaS Business

Alright, so you’ve done the hard work of analyzing your competitors in Google Ads.

You’ve got a treasure trove of insights, but now comes the million-dollar question: How do you leverage these insights for your SaaS business?

Let’s embark on this journey together and unlock the potential of those golden nuggets you’ve unearthed.

1. Translating Insights into Actionable Strategies

Having insights is one thing, but turning them into actionable strategies is where the real magic happens.

  • Understand Your Competitors’ Strengths and Weaknesses
    • Dive deep into the insights you’ve gathered. What are your competitors doing right? Where are they faltering? Think of it as a SWOT analysis. By understanding their strengths, weaknesses, opportunities, and threats, you can craft a strategy that capitalizes on their weak points.
SWOT Analysis
  • Optimize Your Ad Copies
    • If your competitors’ ads are performing better, it’s time to revisit your ad copies. Maybe it’s the headline, the call to action, or the overall messaging. Remember, in the world of SaaS, it’s all about solving a problem. Make sure your ads convey that message loud and clear.

2. Focusing on SaaS-Specific Strategies

SaaS businesses have unique challenges and opportunities.

Let’s leverage those insights to address them.

  • Landing Page Optimization
    • Your ads might be getting clicks, but are they converting? Dive into insights related to landing page performance and optimize accordingly. Think of your landing page as your storefront. It needs to be inviting, informative, and geared towards conversion.
  • Enhance Your Offerings
    • Are there features or services that your competitors are highlighting, that you aren’t? Maybe it’s time to revisit your product roadmap or highlight lesser-known features. It’s like discovering a hidden gem in your product suite and showcasing it to the world.
  • Focus on Conversion Rate Optimization (CRO)
    • Dive deep into conversion rate optimization strategies. From A/B testing to user journey mapping, ensure that every click has the best chance to convert. Think of CRO as fine-tuning a musical instrument. Every tweak brings you closer to that perfect note.

3. Continuous Learning and Evolution

The digital landscape is ever-evolving, and so should your strategies.

  • Stay Updated with Industry Trends
    • SaaS is a dynamic industry. New tools, technologies, and strategies emerge regularly. By staying updated, you ensure that your strategies are always ahead of the curve. It’s like being a surfer. You need to catch the latest wave to ride high.
  • Iterate and Optimize
    • The insights you’ve gathered are a starting point. Continuously measure your performance, gather new insights, and iterate your strategies. It’s a cycle of learning, implementing, measuring, and optimizing. Rinse and repeat for continuous growth.

Leveraging insights for your SaaS business isn’t just about copying what your competitors are doing.

It’s about understanding the landscape, finding gaps, and crafting strategies that set you apart.

✏️For a deeper understanding of how Google Ads can transform your SaaS business, check out this insightful article.


You’ve unlocked the playbook to Google Ads competitor analysis.

But remember, the digital arena is ever-evolving.

To truly stay ahead of the competition, continuously refine your strategies, and never stop learning. 

Eager for another Google Ads adventure? Dive into Google Ads best practices!

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. Grow your SaaS with his support today!