How to Spy on Competitors' Google Ads (and Why You Should!)

By: Jyll Saskin Gales, Google Ads Coach

Want to know what kind of ads your competitors are running? Maybe you're curious about the messaging they're using or if they're testing out any new ad formats. There's a simple way to peek behind the curtain and see exactly what ads they're showing to potential customers.

It's called the Google Ads Transparency Center, and it's like a library of ads from verified advertisers. This tool lets you see what ads a company is running, where those ads are being shown, and the different formats they're using. Let me show you exactly how to check competitors' ads on Google using this powerful (and free!) resource.

Why Should You Spy on Your Competitors' Google Ads? 

Before we dive in, let's talk about why this is even worth your time. Spying on your competitors (ethically, of course!) can provide some serious benefits:

• Spark your creativity: See what kind of ad copy, images, and calls to action your competitors are using. It might just give you the inspiration you need to refresh your own campaigns, to improve your click-through rates and quality score.
• Uncover new opportunities: Are your competitors missing out on any key ad formats or strategies? That could be your chance to differentiate yourself and capture more attention.
• Benchmark your own efforts: How do your ads stack up against the competition? Are you using strong visuals, compelling headlines, and clear calls to action?

How to Check Competitors' Ads on Google: A Step-by-Step Guide

Ready to become a Google Ads spy? Here's how to use the Google Ads Transparency Center like a pro:

1. Visit the Google Ads Transparency Center
2. Refine your search: You can filter by country, date range, and ad formats to narrow down your results.
3. Search by domain: This is the most reliable way to find your competitors. Simply enter their website address (e.g., competitorsname.com).
4. Explore their ads: You'll be able to see all the ads they're currently running across various Google networks (search, display, video, and more).
    

What You Won't Find in the Google Ads Transparency Center

While this tool offers valuable intel, it doesn't reveal everything. Here are a few things you won't see:

• Budget information: How much they're spending on their campaigns is confidential. However, you can infer this based on the number of ads you see here - tens, hundreds or thousands. More ad variations and formats generally means higher budgets.
• Targeting details: You won't know their exact keywords or audience targeting. However, you can look at their ad text and messaging to deduce their target keywords and audience segments. If you want to spy on your competitors' keywords, I've got a different trick for that! And my Indirect Competitor Targeting strategy is perfect if you want to steal your competitor's customers - I promise it's completely legal!
• Performance metrics: Clicks, impressions, and conversion rates are not available.

How to Spy on Competitors' Google Ads Like a Pro

• Think beyond your immediate competitors: Don't just limit yourself to the businesses you compete with directly. Check out companies in related industries, or even in different cities, to get a wider range of inspiration.
• Analyze their ad copy: Pay close attention to the language they use, the benefits they highlight, and their calls to action.
• Take note of their visuals: Are they using high-quality images or videos? What kind of style and tone are they conveying?
• Identify patterns and trends: Are they consistently using certain ad formats or messaging? This could give you insights into what's working well for them.

Ready to Gain a Competitive Edge?

Now that you know how to check competitors' ads on Google, it's time to put this knowledge into action! Continue to test new text, image and video assets in your own Google Ads to drive better results.