How to Check Competitors Google Ads Budget (Step-by-Step)

Checking competitor’s Google Ads budgets involves using tools like SEMrush to estimate their ad spend, keywords, and strategy, giving you a competitive edge.

Steps to Check Competitors’ Google Ads Budget”

1. Set up your SEMrush account
2. Use the “Advertising Research” tool
3. Analyze their ad spend data
4. Compare multiple competitors
5. Apply insights to your strategy

Let’s dive in.

Tools You’ll Need to Check Competitor Ad Budgets

When it comes to checking your competitors’ Google Ads budgets, having the right tools can make all the difference.

While there are several options available, SEMrush stands out as the go-to choice for in-depth ad spend analysis.

Other tools like SpyFu and Ahrefs offer competitive insights.

But SEMrush provides the most comprehensive data for Google Ads research, including keyword costs, estimated traffic, and ad copy analysis.

Why SEMrush is the Best Tool for This Task

SEMrush isn’t just a keyword research tool; it’s a full-scale competitive intelligence platform.

Here’s why it’s the top choice for analyzing your competitors’ ad budgets:

• Accurate Budget Estimates: SEMrush’s Advertising Research tool provides precise ad spend estimates, helping you understand how much your competitors are investing.
• Keyword and Ad Copy Insights: Get a clear view of the keywords your competitors are bidding on, along with their top-performing ad copy.
• Traffic and Performance Data: Analyze the estimated traffic, click-through rates, and cost-per-click for each competitor.
• Historical Trends: Track how your competitors’ ad spend has changed over time, revealing their long-term strategy.

With these powerful features, SEMrush gives you a clear edge in competitive analysis, making it the ideal tool for this guide.

How to Check Competitors’ Google Ads Budget Using SEMrush

Understanding how much your competitors are spending on Google Ads can give you a major advantage in your marketing strategy.

With SEMrush, this process becomes straightforward, thanks to its powerful Advertising Research tools.

Here’s a step-by-step guide on how to check your competitors’ Google Ads budget using SEMrush.

Step 1 – Set Up Your SEMrush Account

Before diving into the competitor analysis, you’ll need to set up your SEMrush account.

If you don’t already have one, here’s how:

1. Sign Up for SEMrush: Visit the SEMrush website and sign up for a free trial or choose a paid plan if you’re serious about ongoing competitive research.
2. Choose the Right Plan: The Pro plan is great for smaller businesses, but if you’re managing multiple clients or running a larger operation, consider the Guru or Business plans for more data access and advanced features.
3. Set Up Your Workspace: Once inside, create a project for your website or client’s site to keep all your research organized.

Step 2 – Use the “Advertising Research” Tool

With your account set up, it’s time to start digging into competitor data:

1. Navigate to the Advertising Research Tool: In the SEMrush dashboard, go to “Advertising” in the main menu, then select “Advertising Research.”
2. Enter Your Competitor’s Domain: Type in the domain of the competitor you want to analyze (e.g., competitorsite.com).
3. Select the Right Location: Make sure to choose the correct country or region, as ad budgets can vary significantly by market.
4. Review the Overview Data: Here, you’ll see a snapshot of your competitor’s ad performance, including estimated monthly ad spend, traffic volume, and average CPC (Cost Per Click).

Pro Tip: Use the date filter to see how their ad budget has changed over time, which can reveal seasonal trends or recent strategy shifts.

Step 3 – Analyze Their Ad Spend Data

Once you’ve pulled up the competitor data, focus on these key metrics:

• Estimated Ad Spend: This is the estimated monthly budget your competitor spends on Google Ads. It gives you a rough idea of how aggressive they are with paid traffic.
• Top Paid Keywords: Review the list of keywords your competitor is bidding on. This can help you identify high-value keywords you might be missing.
• Traffic Share: See how much traffic each ad generates for your competitor, helping you prioritize which keywords are worth targeting.
• Ad Copy Analysis: Check the actual ad text they’re using. This can provide insights into their messaging strategy and what’s resonating with their audience.

Pro Tip: Use the “Competitors” tab in this section to discover similar businesses that are also competing for your target audience.

Step 4 – Compare Multiple Competitors

To get a complete picture of your market, it’s essential to benchmark multiple competitors:

1. Add Multiple Domains: In the same Advertising Research tool, add up to five competitors to compare their ad budgets side by side.
2. Review Competitive Positioning: Use the “Position Changes” report to see who’s increasing or decreasing their ad spend, which can signal shifts in strategy.
3. Analyze Traffic Trends: Compare traffic distribution among competitors to identify potential gaps or opportunities in your niche.

Pro Tip: Use the “Market Explorer” tool for a broader view of your industry, including the biggest players and emerging competitors.

How to Analyze and Use the Ad Budget Data

Now that you have access to your competitors’ ad budget data through SEMrush.

The real value comes from knowing how to use this information strategically.

Here’s how to turn those raw numbers into competitive insights that can boost your own ad campaigns.

Spotting High-ROI Opportunities

One of the first steps in analyzing ad budget data is to identify the keywords and ad groups where your competitors are spending the most.

These high-spend areas are often the most profitable for them, indicating strong intent and conversion potential.

Here’s how to spot these opportunities:

1. High CPC Keywords: Look for keywords with high cost-per-click (CPC) rates. These are usually the most competitive and potentially profitable terms.
2. Top Performing Ads: Review the ads that drive the most traffic and have the highest visibility. This often signals a successful, well-optimized campaign.
3. Ad Copy Insights: Analyze the headlines and descriptions your competitors use. Notice any recurring phrases, power words, or unique selling points that might be driving their high ROI.

Pro Tip: Use this data to refine your own ad copy and bidding strategy, focusing on keywords that have proven profitability.

Finding Budget Gaps to Exploit

While it’s tempting to go head-to-head with your competitors’ biggest spending campaigns, you can often find better opportunities in their blind spots.

Here’s how to identify these budget gaps:

1. Low Competition Keywords: Look for keywords where your competitors are spending relatively little but still driving traffic. These are often long-tail keywords or niche terms that can deliver high ROI without intense competition.
2. Ad Position Analysis: Check if your competitors are only targeting the top ad positions. If they’re ignoring lower positions, you might be able to capture profitable clicks at a lower CPC.
3. Content Gaps: Use the “Competitors” tab in SEMrush to see where your rivals are underperforming or completely missing out. This is where you can carve out a unique space for your brand.

Pro Tip: Don’t just focus on their weaknesses. Use this data to double down on areas where your own ads can outperform.

Tracking Budget Trends Over Time

Budget trends can reveal a lot about your competitors’ overall strategy and market positioning.

Here’s how to use this data for long-term planning:

1. Seasonal Spending Patterns: Look for spikes in ad spend around specific seasons or events. This can help you time your campaigns more effectively.
2. Competitive Shifts: If a competitor suddenly increases their ad spend, it might indicate a new product launch or aggressive market push.
3. Historical Data for Forecasting: Use SEMrush’s historical data to track how your competitors’ budgets have evolved over months or years. This can guide your long-term strategy and help you anticipate market changes.

Pro Tip: Regularly compare this data to your own ad performance to identify shifts in the competitive landscape.

Common Mistakes to Avoid When Checking Competitor Ad Spend

Understanding your competitors’ Google Ads budget is a powerful advantage…

But it’s easy to fall into common traps that can lead to poor decisions or wasted ad spend.

Here’s what to watch out for:

Relying on a Single Data Source

While SEMrush is a fantastic tool for competitor analysis, relying on a single data source can limit your insights.

Different tools like SpyFu, Ahrefs, and Google’s own Keyword Planner can offer complementary data, providing a more comprehensive view of your competitors’ strategies.

For example, some tools excel at keyword-level data, while others provide better insights into display ads or social media campaigns.

Pro Tip: Cross-check your SEMrush data with at least one other source to validate your findings and reduce the risk of costly mistakes.

Ignoring Seasonal and Industry Trends

Ad budgets can fluctuate dramatically depending on the season, industry trends, or major events.

For instance, a competitor might ramp up their budget during Black Friday, the holiday season, or a major product launch.

If you don’t account for these spikes, you might end up chasing inflated numbers that don’t reflect their typical ad spend.

Pro Tip: Use SEMrush’s historical data feature to spot these trends and avoid overestimating your competitors’ usual budget.

Misinterpreting Data Without Context

It’s easy to get caught up in raw numbers, but without context, data can be misleading.

For example, a high ad spend doesn’t always mean a competitor is dominating.

They might be targeting unprofitable keywords or running inefficient campaigns.

Similarly, a sudden drop in spend could indicate a strategic pivot, rather than a decline in performance.

Pro Tip: Always combine ad spend data with qualitative insights like ad copy quality, landing page design, and customer reviews to get a full picture.

Ready to outsmart your competitors?

Understanding your competitors’ ad budgets can give you a significant edge in the PPC game.

It helps you allocate your budget more efficiently, identify untapped keyword opportunities, and avoid costly bidding wars.

With the right tools like SEMrush and a smart approach to data analysis, you can outsmart even the biggest players in your niche.

Ready to outsmart your competitors?

Book a free PPC strategy call now and start maximizing your ad budget today.