1Finding Your True Competitors
Use Auction Insights (If Running Ads)
Location: Google Ads → Campaigns → Insights & Reports → Auction Insights
| Metric | What It Shows |
|---|---|
| Impression Share | How dominant each competitor is |
| Overlap Rate | How often you compete head-to-head |
| Position Above Rate | Who wins when you compete |
Ideal Competitors to Analyze
| Characteristic | Why |
|---|---|
| Direct product overlap | Same customers, same keywords |
| "A few steps ahead" | More testing budget, figured it out |
| 3-5 competitors total | Enough for patterns, not overwhelming |
Avoid: Mega-retailers (Amazon, Target) unless true direct competitors.
2Google Ads Transparency Center
Access the Tool
URL: adstransparency.google.com (free, no login required)
Essential Settings
| Setting | Recommendation |
|---|---|
| Location | Where ads SHOW (not company HQ) |
| Time | "Any Time" for full picture |
| Platform | Start with "All", then filter |
What You Can See
- All active ads
- Ad formats (text, image, video)
- Placements (Search, Shopping, YouTube)
- Total ad count
What You Can't See
- Performance metrics
- Targeting details
- Ad spend
3Quick Analysis Framework
Step 1: Platform Distribution
For each competitor, document:
| Platform | Ad Count | Notes |
|---|---|---|
| Search | ||
| Shopping | ||
| YouTube | ||
| Display |
High volume = priority platform for that competitor.
Step 2: Text Ad Analysis
Filter to Search ads. Document:
- Key benefit themes (organic, quality, price)
- Repeated keywords/phrases
- Offer structures (discounts, free shipping)
- Market segmentation (age, use case)
Step 3: Image Ad Analysis
Filter to Shopping/Display. Note:
- Photography style (product-only vs lifestyle)
- Background (white vs colored vs environment)
- Product presentation (single vs multiple)
- Text overlays (SALE badges, benefits)
Step 4: Video Ad Analysis (If Applicable)
- Video lengths (15s, 30s, 45s+)
- Pacing (fast/energetic vs slow/calm)
- Content approach (demo, lifestyle, testimonial)
- Calls-to-action
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4Pattern Recognition
The Core Principle
Repeated elements = tested and validated approaches.
- If 5+ competitors use video testimonials → Test video testimonials
- If discount offers dominate → Test competitive discounting
- If specific language appears everywhere → That language resonates
What to Look For
| Pattern Type | What It Indicates |
|---|---|
| Same offer type | Market expects this offer |
| Same messaging angle | This benefit resonates |
| Same creative style | This format works |
| High ad volume | Significant investment (likely profitable) |
What High Ad Volume Tells You
- Serious advertising investment
- Extensive testing and optimization
- Likely have significant data on what works
- High-priority competitor to analyze
5Action Checklist
Before You Start
- ☐ Identify 3-5 true competitors
- ☐ Access Transparency Center
- ☐ Set correct location filter
For Each Competitor
- ☐ Document platform distribution
- ☐ Screenshot 5-10 representative ads
- ☐ Note repeated themes/offers
- ☐ Identify unique angles they use
Synthesis
- ☐ Identify patterns across all competitors
- ☐ List elements repeated 3+ times
- ☐ Note gaps no one is filling
- ☐ Create test list based on findings
Implementation
- ☐ Model proven elements (don't copy directly)
- ☐ Test competitor-validated approaches
- ☐ Differentiate where possible
- ☐ Track what works for your audience