If you want to beat your competitors in online advertising, one of the smartest moves is learning how to spy on competitors’ Google Display Ads. By analyzing what they’re running, you can discover what’s working for them, improve on it, and launch ads that perform even better. This process is simple, legal, and can help you reach more customers without wasting money.
What Does “Spying” on Competitors’ Google Display Ads Really Mean?
Spying in this case doesn’t mean hacking into someone’s account or breaking the law. It means using public tools and data to study how your competitors advertise.
Google Display Ads are image-based ads that appear across millions of websites, apps, and videos. They can show photos, graphics, or animations alongside short text.
If your competitors are running these ads, you can see
- What they look like
- Where they’re placed
- What offers do they promote?
Example: If a local roofing company is running an ad for “Free Roof Inspections This Month,” you can see their design, copy, and targeting style, and then create a stronger offer for your own campaign.
Why Knowing Your Competitors’ Ads Gives You a Real Edge
When you know what others in your industry are running, you can make better decisions about your own ad strategy. Here’s how competitor research can help:
- Spot winning ad designs that grab attention.
- Discover the words and calls-to-action that get clicks.
- Find out which seasonal promotions they run.
- See the websites and audiences they target.
According to a WordStream study, the average click-through rate (CTR) for Google Display Ads is just 0.46%. Studying your competitors can help you design ads that beat the average and attract more leads for the same budget.
What Tools Let You See Competitors’ Display Ads?
You don’t need to guess what your competitors are doing. These tools make it easy to see their active and past ads:
- Google Ads Transparency Center – Free tool from Google. Search by business name to see current ads
- SEMrush – Paid tool with details on ad copy, targeting, and landing pages
- SpyFu – Shows historical ad data and keyword overlaps
- Moat – Free previews of display ads and creative details
- Adbeat – In-depth spend and placement analysis (great for larger campaigns)
Tip: If you’re just starting, use Google’s free Transparency Center. For deeper insights, a marketing partner like WolfPack Advising can help you get the most out of paid tools.
How to Spy on Competitors’ Google Display Ads Step-by-Step
Here’s a simple process on how to spy on competitors’ Google Display Ads and start gathering competitor insights:
1. List your competitors
Write down local businesses in your field, plus any big industry names.
2. Search in Google Ads Transparency Center
Go to Google Ads Transparency Center, type the competitor name, and view their active ads.
3. Save examples
Take screenshots or create a swipe file to track your findings.
4. Break down what’s working
Look at colors, headlines, photos, and offers. Which ones stand out?
5. Check where the ads appear
Some tools show placements on specific websites, apps, or YouTube videos.
6. Watch over time
Check every few weeks to see if they change designs or offers.
Example: A plumbing company notices a rival runs water heater replacement ads every fall. They can plan their own fall campaign with a stronger offer, like same-day service.
If you don’t have time to complete these steps yourself, an agency that is reputable should be doing this for you. If an agency is servicing multiple clients in your industry or area, it is likely that they already have a good idea of what your competitors are doing.
At WolfPack Advising, competitor research is a key component of our onboarding process as part of our Google Search Ad Services.
Turning Competitor Insights Into Ads That Outrank Them
After asking ‘How do I spy on competitors’ Google Display Ads?’ and finding their ads, it’s now time to put that information to use. Here’s how to leverage it to improve your own campaigns:
- Make your offer more appealing – If they offer a discount, you could add free service perks
- Use different visuals – Stand out with brighter colors, real customer photos, or videos
- Refine targeting – If they target homeowners, you might narrow it to specific neighborhoods or income levels
- Test your ads – Run A/B tests with different headlines and images to see what performs best
Mistakes to Avoid When Spying on Competitors’ Google Display Ads
- Copying exactly – This can harm your brand and lead to legal issues
- Ignoring your own brand voice – Keep your messaging consistent
- Relying only on competitor ads – Your own testing is just as important
Related Questions
- How do I spy on my competitors’ Google Display Ads for free?
- You can use Google Ads Transparency Center to search for any advertiser by name and view their active ads at no cost.
- Is it legal to look at competitors’ ads?
- Yes. If you use public tools and data, you’re simply viewing what’s already visible to the public.
- What’s the difference between Google Search Ads and Display Ads?
- Search Ads appear in Google’s search results as text listings, while Display Ads are image-based and appear on websites, apps, and YouTube.
- How can I find out where my competitors are advertising online?
- Tools like SEMrush, Adbeat, and SpyFu can show placements and targeting details for competitors’ campaigns.
- Which tools show the most accurate competitor ad data?
- Google Ads Transparency Center is the most reliable for active ads. Paid tools like SEMrush and Adbeat provide deeper insights and historical data.
Conclusion
Spying on your competitors’ Google Display Ads isn’t about copying, it’s about learning. By using public tools and paying attention to what works for others, you can design ads that attract more clicks, get better leads, and make your marketing budget go further.
If you want help building ads that outperform your competition, WolfPack Advising can guide you through every step, from research to launch. Contact us today to start building a campaign that gets results.
