How Can I Analyze My Competitors’ Google Ads Strategies?

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How Can I Analyze My Competitors’ Google Ads Strategies?

Analyzing your competitors’ Google Ads strategies can provide valuable insights that help you improve your own campaigns. By understanding what your competitors are doing, you can identify opportunities, refine your own strategy, and ultimately gain a competitive edge. This detailed guide will walk you through the process of analyzing your competitors’ Google Ads strategies, from identifying your competitors to using the insights to improve your campaigns.

To gain a solid understanding of creating successful campaigns, explore our guide on effective Google Ads campaigns tailored for lawyers.

Understanding Competitor Analysis

Definition of Competitor Analysis

Competitor analysis involves researching and understanding the advertising strategies of businesses that compete with you in the market. This includes examining their keywords, ad copy, landing pages, and overall campaign performance.

Goals of Competitor Analysis

The primary goals of competitor analysis are to:

  • Identify successful strategies used by competitors
  • Discover opportunities and gaps in the market
  • Improve your own Google Ads campaigns
  • Gain a competitive advantage

Identifying Your Competitors

Direct Competitors

Direct competitors are law firms that offer similar services to the same target audience in your area. Identifying these competitors is crucial for understanding who you are competing against in the Google Ads auction.

Indirect Competitors

Indirect competitors may offer different services but still compete for the same audience. For example, a personal injury law firm might consider insurance companies as indirect competitors.

For more on identifying relevant competitors, visit competitive analysis for law firms.

Tools for Competitor Analysis

Google Ads Auction Insights

Google Ads Auction Insights is a built-in tool that provides data on how your ads compare to those of your competitors. It offers insights into impression share, average position, and overlap rate.

Third-Party Tools

Several third-party tools can help you analyze competitors’ Google Ads strategies, including:

  • SEMrush: Provides keyword and ad copy analysis.
  • Ahrefs: Offers insights into keywords, backlinks, and organic search performance.
  • SpyFu: Allows you to see competitors’ keywords and ad spend.

Manual Research

Manually observing competitors’ ads directly in search results can also provide valuable insights. Regularly search for your targeted keywords and note the ads that appear.

Collecting Data


Identify the keywords your competitors are targeting. Use tools like SEMrush, Ahrefs, and SpyFu to discover their keyword strategies and performance.

Ad Copy

Analyze the messaging and structure of competitors’ ads. Pay attention to the headlines, descriptions, and calls to action (CTAs) they use.

Ad Extensions

Observe the ad extensions your competitors use, such as sitelinks, call extensions, and location extensions. Note how these extensions enhance their ads.

Landing Pages

Review the design and content of competitors’ landing pages. Examine the user experience, conversion elements, and overall effectiveness.

For tips on optimizing landing pages, visit best practices for Google Ads landing pages for lawyers.

Analyzing Competitors’ Keywords

Keyword Research Tools

Use keyword research tools to discover the keywords your competitors are targeting. SEMrush, Ahrefs, and SpyFu can provide detailed keyword data, including search volume and competition levels.

Keyword Overlap

Identify common keywords and gaps between your keyword strategy and those of your competitors. This can help you uncover new opportunities and areas where you can improve.

Evaluating Keyword Performance

Assess the effectiveness of competitors’ keywords by analyzing their ad positions, CTR, and conversion rates. This can provide insights into which keywords are driving the most value.

For more on effective keyword strategies, visit best keywords for law firm Google Ads.

Examining Ad Copy and Creative

Headline Analysis

Understand the effectiveness of competitors’ headlines by analyzing their structure and messaging. Look for patterns and techniques that you can incorporate into your own ads.

Ad Copy Techniques

Identify persuasive techniques and unique selling propositions used in competitors’ ad copy. Note how they highlight benefits, address pain points, and use emotional appeals.

Ad Formats

Observe the different ad formats competitors use, such as text ads, responsive ads, and display ads. Determine which formats are most effective in your market.

For tips on writing compelling ad copy, visit effective Google Ads copy for lawyers.

Reviewing Ad Extensions

Types of Extensions

Identify which ad extensions competitors are using. Common extensions include sitelinks, call extensions, location extensions, and promotion extensions.

Effectiveness of Extensions

Evaluate how ad extensions enhance competitors’ ads. Consider how they improve visibility, provide additional information, and encourage user interaction.

For more on using ad extensions effectively, visit Google Ads ad extensions for lawyers.

Assessing Landing Pages

Landing Page Quality

Analyze the design, content, and user experience of competitors’ landing pages. Look for elements that contribute to a high-quality user experience.

Conversion Elements

Identify key elements that drive conversions, such as clear CTAs, trust signals, and streamlined forms. Note how these elements are presented and how they can be improved.

Mobile Optimization

Review the mobile-friendliness of competitors’ landing pages. Ensure that your own landing pages are optimized for mobile users to capture a broader audience.

For more on optimizing landing pages for conversions, visit optimizing Google Ads for mobile law firm.

Benchmarking and Performance Metrics

Setting Benchmarks

Establish benchmarks for your own campaigns based on competitor performance data. This can help you set realistic goals and measure progress.

Performance Metrics

Track key metrics such as CTR, conversion rate, and Quality Score. Use these metrics to compare your performance with that of your competitors.

For tips on tracking and optimizing performance, visit tracking Google Ads performance for lawyers.

Developing Your Strategy

Gap Analysis

Identify opportunities and gaps in your competitors’ strategies. Look for areas where you can differentiate your firm and capitalize on unmet needs.

Strategy Adaptation

Adjust your Google Ads strategy based on the insights gained from competitor analysis. This may involve refining your keywords, ad copy, and targeting.

Continuous Monitoring

Keep track of competitors’ changes and adaptations. Regularly update your analysis and adjust your strategy to stay ahead in the competitive landscape.


Analyzing your competitors’ Google Ads strategies provides valuable insights that can help you improve your own campaigns. By understanding what works for your competitors and identifying opportunities for differentiation, you can optimize your advertising efforts and gain a competitive edge.

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Santiago Alvarez
Santiago Alvarez

Ad Hoc Digital is an agency that specializes in helping law firms get more clients, and in total our team has over a decade of experience in marketing and advertising. Santiago Alvarez, the founder has been working exclusively with law firms since 2022.

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