Competitor Ad Intelligence

Process

1. Identify target competitors (from user input or industry analysis)
2. Read ../ads/references/benchmarks.md for industry CPC/CTR/CVR baselines
3. Research competitor ad presence across platforms
4. Analyze ad copy, creative, and messaging themes
5. Estimate competitor spend and keyword strategy
6. Identify gaps and opportunities
7. Generate competitive intelligence report

Data Sources

Free Intelligence Sources

Google Ads Auction Insights

Available from the user’s own Google Ads account:

• Impression share vs competitors
• Overlap rate (how often you compete)
• Outranking share (who wins more often)
• Top of page rate and absolute top of page rate
• Available for Search and Shopping campaigns

Platform-Specific Research

Google

• Ads Transparency Center: search by advertiser name or domain
• Search for competitor brand terms to see their ads live
• Auction Insights for impression share comparison

Meta

• Ad Library: filter by advertiser, country, platform (FB/IG), date range
• Shows creative (image/video), ad copy, active dates
• Shows platform placement (Facebook, Instagram, Audience Network)

LinkedIn

• Ad Library: search by company name
• Shows Sponsored Content, Message Ads
• Limited data compared to Meta Ad Library

TikTok

• Creative Center: top-performing ads by industry, country, objective
• Hashtag analytics: trending sounds and hashtags
• No per-advertiser library — use Creative Center for industry trends

Competitive Analysis Framework

1. Ad Copy Analysis

For each competitor, document:

• Headlines: primary messages and value propositions
• CTAs: what action they’re driving (free trial, demo, buy now, learn more)
• Offers: pricing, discounts, free shipping, trials
• Tone: professional, casual, urgent, educational, emotional
• USPs: unique selling propositions they emphasize
• Pain points: customer problems they address

2. Creative Strategy Analysis

• Formats used: image, video, carousel, collection, document
• Visual style: photography, illustration, UGC, stock, branded
• Video approach: studio quality vs UGC vs animated
• Creative volume: how many active ads (indicator of testing velocity)
• Refresh frequency: how often new creatives appear

3. Messaging Themes

Categorize competitor messaging into themes:

4. Keyword Intelligence (Google/Microsoft)

• Brand keyword bidding: are competitors bidding on your brand?
• Keyword overlap: which non-brand terms do you both target?
• Keyword gaps: terms competitors rank for that you don’t target
• Match type strategy: estimated match types from ad triggers

5. Spend Estimation

• Meta Ad Library shows spend ranges for political/social ads
• Google Auction Insights + impression share = directional spend estimate
• Third-party tools (SEMrush, SpyFu) for more precise estimates
• Manual estimation formula:

  Estimated Monthly Spend = Impressions × CPM / 1000
  or
  Estimated Monthly Spend = Clicks × Estimated CPC
  

Gap & Opportunity Identification

Platform Gaps

• Which platforms are competitors NOT on? (opportunity to own)
• Which platforms are they underspending on? (opportunity to outspend)

Messaging Gaps

• What customer pain points are NO competitors addressing?
• What value propositions are underrepresented in the market?
• What content formats are competitors not using?

Audience Gaps

• What demographics/segments are competitors not targeting?
• What geographic markets are underserved?
• What funnel stages are competitors neglecting?

Creative Gaps

• What ad formats are competitors not using? (video, UGC, Spark Ads)
• What creative styles are missing from the competitive landscape?
• What platform-specific features are competitors not leveraging?

Competitive Response Strategy

When Competitors Bid on Your Brand

• Always run brand campaigns to defend (low CPC, high CTR)
• Dynamic keyword insertion to show your brand prominently
• Sitelinks to key pages (pricing, features, reviews)
• Ad copy that emphasizes unique differentiators
• Consider bidding on competitor brand terms (know the rules)

When You’re Outspent

• Focus on efficiency over volume (better targeting, creative, landing pages)
• Target long-tail keywords competitors ignore
• Use Exact match for precision (less waste)
• Double down on retargeting (lower CPA than prospecting)
• Compete on creative quality, not budget

Output

Deliverables

• COMPETITOR-INTELLIGENCE-REPORT.md — Full competitive analysis
  • Per-competitor ad presence summary
  • Ad copy and messaging analysis
  • Creative strategy comparison
  • Estimated spend levels
  • Keyword overlap and gaps
• COMPETITIVE-GAPS.md — Opportunities identified from competitor analysis
  • Platform gaps
  • Messaging opportunities
  • Audience segments to target
  • Creative format opportunities
• Strategic recommendations for competitive positioning
• Priority actions to gain competitive advantage