Skill

ads-competitor

Competitor ad intelligence analysis across Google, Meta, LinkedIn, TikTok, and Microsoft. Analyzes competitor ad copy, creative strategy, keyword targeting, estimated spend, and identifies competitive gaps and opportunities. Use when user says "competitor ads", "ad spy", "competitive analysis", "competitor PPC", or "ad intelligence".

From ads

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Tool Access

This skill uses the workspace's default tool permissions.

Skill Content

Competitor Ad Intelligence

Process

Identify target competitors (from user input or industry analysis)
Read ads/references/benchmarks.md for industry CPC/CTR/CVR baselines
Research competitor ad presence across platforms
Analyze ad copy, creative, and messaging themes
Estimate competitor spend and keyword strategy
Identify gaps and opportunities
Generate competitive intelligence report

Data Sources

Free Intelligence Sources

Source	Platform	What You Can Find
Google Ads Transparency Center	Google	Active ads, formats, geo targeting
Meta Ad Library	Meta/Instagram	All active ads, creative, copy, spend range
LinkedIn Ad Library	LinkedIn	Active ads from company pages
TikTok Creative Center	TikTok	Top ads, trending creative, hashtags
Microsoft Ads	Microsoft	Limited — use auction insights

Google Ads Auction Insights

Available from the user's own Google Ads account:

Impression share vs competitors
Overlap rate (how often you compete)
Outranking share (who wins more often)
Top of page rate and absolute top of page rate
Available for Search and Shopping campaigns

Platform-Specific Research

Google

Ads Transparency Center: search by advertiser name or domain
Search for competitor brand terms to see their ads live
Auction Insights for impression share comparison

TikTok

Creative Center: top-performing ads by industry, country, objective
Hashtag analytics: trending sounds and hashtags
No per-advertiser library — use Creative Center for industry trends

Competitive Analysis Framework

1. Ad Copy Analysis

For each competitor, document:

Headlines: primary messages and value propositions
CTAs: what action they're driving (free trial, demo, buy now, learn more)
Offers: pricing, discounts, free shipping, trials
Tone: professional, casual, urgent, educational, emotional
USPs: unique selling propositions they emphasize
Pain points: customer problems they address

2. Creative Strategy Analysis

Formats used: image, video, carousel, collection, document
Visual style: photography, illustration, UGC, stock, branded
Video approach: studio quality vs UGC vs animated
Creative volume: how many active ads (indicator of testing velocity)
Refresh frequency: how often new creatives appear

3. Messaging Themes

Categorize competitor messaging into themes:

Theme	Competitor A	Competitor B	Your Brand
Price/Value	✅ Primary	⚠️ Secondary	?
Quality/Premium	❌	✅ Primary	?
Speed/Convenience	⚠️ Secondary	❌	?
Trust/Authority	✅ Primary	✅ Primary	?
Innovation	❌	⚠️ Secondary	?

4. Keyword Intelligence (Google/Microsoft)

Brand keyword bidding: are competitors bidding on your brand?
Keyword overlap: which non-brand terms do you both target?
Keyword gaps: terms competitors rank for that you don't target
Match type strategy: estimated match types from ad triggers

5. Spend Estimation

Meta Ad Library shows spend ranges for political/social ads
Google Auction Insights + impression share = directional spend estimate
Third-party tools (SEMrush, SpyFu) for more precise estimates

Manual estimation formula:

Estimated Monthly Spend = Impressions × CPM / 1000
or
Estimated Monthly Spend = Clicks × Estimated CPC

Gap & Opportunity Identification

Platform Gaps

Which platforms are competitors NOT on? (opportunity to own)
Which platforms are they underspending on? (opportunity to outspend)

Messaging Gaps

What customer pain points are NO competitors addressing?
What value propositions are underrepresented in the market?
What content formats are competitors not using?

Audience Gaps

What demographics/segments are competitors not targeting?
What geographic markets are underserved?
What funnel stages are competitors neglecting?

Creative Gaps

What ad formats are competitors not using? (video, UGC, Spark Ads)
What creative styles are missing from the competitive landscape?
What platform-specific features are competitors not leveraging?

Competitive Response Strategy

When Competitors Bid on Your Brand

Always run brand campaigns to defend (low CPC, high CTR)
Dynamic keyword insertion to show your brand prominently
Sitelinks to key pages (pricing, features, reviews)
Ad copy that emphasizes unique differentiators
Consider bidding on competitor brand terms (know the rules)

When You're Outspent

Focus on efficiency over volume (better targeting, creative, landing pages)
Target long-tail keywords competitors ignore
Use Exact match for precision (less waste)
Double down on retargeting (lower CPA than prospecting)
Compete on creative quality, not budget

Output

Deliverables

COMPETITOR-INTELLIGENCE-REPORT.md — Full competitive analysis
- Per-competitor ad presence summary
- Ad copy and messaging analysis
- Creative strategy comparison
- Estimated spend levels
- Keyword overlap and gaps
COMPETITIVE-GAPS.md — Opportunities identified from competitor analysis
- Platform gaps
- Messaging opportunities
- Audience segments to target
- Creative format opportunities
Strategic recommendations for competitive positioning
Priority actions to gain competitive advantage

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