The Ultimate PPC Competitive Intelligence Software Directory for 2025
The tools below help you "spy" on your competition in paid search, SEO, display and social ads.
Some common reasons to do this type of research and analysis:
- Ad copy & creative: know what you're up against: how can you ensure your ads are more compelling than your competition's? The free ad libraries (Google: transparency center) below will show you exactly which advertisers run which ads.
- Monitor (new) competitor visibility: who's visible on which keywords? Are any competitors leaving or joining the auction? With Auction Insights and third-party tools, you'll be the first to know.
- Keyword strategy: which keywords are your competitors targeting? Do these make sense to you?
- Landing pages: what do their landing pages look like? How does this change over time?
- Traffic estimates and sources: Similarweb is the only solution in this list that provides these types of insights.
Obviously, we strongly recommend against copying your competitors. What works for them may not work for you, and you should focus on highlighting your unique strengths.
This curated list of PPC Competitor Analysis software is a TrueClicks initiative to help online advertising professionals discover the best solution for their needs, both free and paid. TrueClicks does not earn commissions or any other form of payment from the vendors listed below.
Last update: May 5, 2025