Competitor analysis shows your rivals' hand: the keywords, ads and offers they use to win customers

A competitor is gaining ground on Google, launches new ads every two weeks and takes customers you're trying to reach with the same budget. We find out which keywords and content bring them traffic, where their links and press coverage come from, which ads they run and for how long. We start with a baseline analysis, then examine the same websites every month. The report ends with decisions for your campaigns and content, and the data spreadsheets are yours to keep.

Let's talkMonthly monitoring

When it's worth looking at your competitors

  • A competitor is gaining ground on Google

    You don't know what is driving it: keywords, content or links from news and industry sites. Monitoring shows it area by area, together with the date the growth started.

  • You're planning a campaign or content budget

    You'd rather go where nobody else is than outbid the market leader. A list of keywords and topics your competitors leave alone gives you a ready plan for the first few months.

  • You're entering a new market or category

    You don't know the players yet. A baseline analysis shows who sells there, what they sell and on which keywords, before you spend your first euro on advertising.

What we examine

You can choose between two services, separately or together, on the same terms. We pick the tools to suit the market and the scope.

Service 1

Monitoring your competitors' visibility in Google and AI

We examine six layers, each one compared with your own website.

  1. 1Organic visibilitybroken down by area and keyword group
  2. 2Link profilewhere new links come from and how fast
  3. 3Press coveragesponsored articles, news and industry sites, 'best of' lists
  4. 4Where the traffic goeswhich pages and content pull in traffic
  5. 5Changes over timewho is growing, who is losing ground and since when
  6. 6Presence in AI answerswhether and how competitors show up in Google AI Overviews, ChatGPT and Gemini
Service 2

Competitor ad analysis

We check which ads your competitors run and for how long, based on data from the public ad libraries. That's how we analyse competitors in Google Ads, Meta Ads and LinkedIn Ads.

  1. 1Meta Ad LibraryFacebook and Instagram
  2. 2Google Ads Transparency CenterSearch, YouTube, Display Network
  3. 3LinkedIn Ad LibraryB2B campaigns
  4. 4What we take from itcreative directions, offers, landing pages and the moments when competitors step up the pace

Monthly competitor monitoring

Competitor monitoring is a monthly check of your competitors' visibility in Google and their ads, compared with the baseline analysis.

  1. at the start, up to 4 weeks

    Baseline analysis

    We examine all the layers at once. The result becomes the reference point we compare every following month against.

  2. every month

    Rotating focus area

    Every month we go deeper into one area and keep track of changes in the others as they happen.

  3. every month

    Monthly report

    You get the data, conclusions and decisions to make in one document.

  4. three times a year

    Summary after a full cycle

    Once we've gone through all the areas, we sum up what has changed in the market and what to do about it.

We keep the data, reports and conclusions in your Project Chronicle, which belongs to you, including after you stop working with us.

How we price it

We give you the amount in writing after we talk, together with the scope and the start date. The price has two parts: a one-off baseline analysis at the start and the monthly cycle.

Number of competitors
how many websites the research covers
Scope
visibility in Google, ads or both services
Modules
comparison sites, an industry benchmark, the summary
Tool licences
chosen for the project and billed within the cycle

What competitor analysis is

What it covers

Competitor analysis answers three questions. Who takes search traffic from you, on which keywords and with what content? Where do your competitors get their links and press coverage? Which ads do they run and for how long? We repeat the research every month on the same websites, so besides the current picture you also see which way things are moving.

What you can't check without tools

You can browse the ad libraries yourself, for free. Visibility by keyword, the link profile and changes over time, however, need tools with a paid licence and a month-by-month comparison. We do that part, the SEO side of competitor analysis, for you.

The public ad libraries listed above are a good place to start on your own.

Questions about competitor analysis

Where does your data come from?

From public sources: search results, ad libraries, press coverage and tools that index the web. We don't use competitors' accounts or internal data.

Will a competitor find out that we're researching them?

No. The research relies on public data and doesn't involve any contact with the website being researched.

What if a competitor is one of your clients?

We check that before we send a proposal. If a website on the list belongs to one of our clients, we say so openly and either leave it out of the scope or turn the project down.

How many competitors can you cover?

Usually 5 to 20 websites. The number affects the price, so we choose together the competitors that tell us the most about your market.

Can we start with the baseline analysis alone?

Yes. The baseline analysis is a standalone report, and you can add monitoring with the same method later.

Who owns the data and reports?

You do, including after you stop working with us. We keep them in your Project Chronicle, and you get the data in spreadsheets you can open without our tools.

Let's talk about your competitors

Tell us who you compete with and what you want to know about them, and we'll prepare a proposal with the list of competitors, the scope and the price of the baseline analysis and the monthly cycle.

Let's talkAd account audit