By Ruslan Galba | Tegra
This one-pager gives you a structured framework for auditing any competitor's Google Ads strategy in 30-45 minutes. Fill it out for your top 3-5 competitors and you'll have a clear picture of the competitive landscape - including where the positioning gaps are.
Competitor name: _______________ Website: _______________ Date analyzed: _______________ Verified advertiser on Google? Yes / No
How did you identify them?
Total active ads observed: _____
| Platform | Ad Count | Notes |
|---|---|---|
| Search | ||
| Shopping | ||
| Display | ||
| YouTube |
Longest-running ad (Evergreen):
Newest ad (Experimental):
Review 10-20 of their active ads. For each angle below, estimate what percentage of their ads use it. The total will exceed 100% because ads often use multiple angles.
| Angle | % of Ads | Example from Their Copy |
|---|---|---|
| Price/Value (discounts, savings) | ____% | |
| Quality/Premium (craftsmanship, materials) | ____% | |
| Urgency/Scarcity (limited time, selling fast) | ____% | |
| Social Proof (reviews, ratings, customer count) | ____% | |
| Authority/Expertise (certifications, years in biz) | ____% | |
| Convenience/Ease (free shipping, easy returns) | ____% | |
| Guarantee/Trust (money-back, warranty) | ____% | |
| Newness/Innovation (new launch, redesigned) | ____% | |
| Free Offer (free trial, free shipping, free gift) | ____% | |
| Comparison (vs., alternative to, switch from) | ____% |
Their dominant messaging angle: _______________ Their secondary angle: _______________
Look for multiple ads pointing to the same landing page with similar but not identical copy.
Detected test 1:
Detected test 2:
No tests detected? That tells you something too. Either they're not testing (less sophisticated) or they're running very few ads.
Analyze their most-used landing page (the one linked from their evergreen ads).
URL: _______________ Page type: PDP / Category / Advertorial / Quiz / Homepage / Dedicated LP
Conversion elements present:
| Element | Present? | Notes |
|---|---|---|
| Headline matches ad copy | Y / N | |
| Clear value prop above fold | Y / N | |
| Primary CTA above fold | Y / N | |
| Social proof without scrolling | Y / N | |
| Customer testimonials with names | Y / N | |
| Trust badges (security, payment) | Y / N | |
| Money-back guarantee displayed | Y / N | |
| FAQ or objection handling | Y / N | |
| Multiple CTAs on page | Y / N | |
| Mobile-optimized | Y / N |
Score: _____ / 10
8-10: Sophisticated conversion strategy. Hard to beat on page quality alone. 5-7: Competent but improvable. Gaps you can exploit. 0-4: Basic implementation. Significant opportunity for you to outperform with a better page.
Their primary trust signal: _______________ Missing trust signals: _______________
Pull Auction Insights for your top 5 keywords where this competitor appears.
| Metric | Value |
|---|---|
| Their impression share | ____% |
| Your impression share | ____% |
| Overlap rate (how often you both show) | ____% |
| Position above rate (how often they outrank you) | ____% |
| Their top of page rate | ____% |
Impression share trend (last 3 months):
What the trend tells you:
Their biggest strength: _______________ (What do they do better than you or most competitors?)
Their biggest vulnerability: _______________ (Where are they weak? Missing trust signals? Narrow messaging? Poor landing page?)
Your counter-positioning opportunity: _______________ (What angle can you own that they leave open?)
Counter-positioning headline idea: "_______________"
Shadow weakness of their dominant angle: Their dominant claim implies: _______________ Your counter occupies: _______________
After completing this sheet, identify 1-3 specific actions:
| # | Action | Priority | Deadline |
|---|---|---|---|
| 1 | High/Med/Low | ||
| 2 | High/Med/Low | ||
| 3 | High/Med/Low |
After filling out one sheet per competitor, compare their dominant angles:
| Angle | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 | Market Avg | You |
|---|---|---|---|---|---|---|---|
| Price/Value | % | % | % | % | % | % | % |
| Quality/Premium | % | % | % | % | % | % | % |
| Social Proof | % | % | % | % | % | % | % |
| Authority | % | % | % | % | % | % | % |
| Guarantee/Trust | % | % | % | % | % | % | % |
| Convenience | % | % | % | % | % | % | % |
Red Ocean angles (above 40% market avg): _______________ Blue Ocean angles (below 15% market avg): _______________
Your top positioning opportunity: _______________
Schedule these dates to re-run the analysis:
Track changes in competitor messaging angles, impression share, and landing page elements quarter over quarter. Movement reveals intent.
This one-pager covers the basics of competitive analysis. The Google Ads AI Agentic System ($4,997+) gives you the full system:
The one-pager gives you the snapshot. The full system gives you the machine.
Get the Google Ads AI Agentic System at tegra.co/store/google-ads-ai-agentic-system