10 Best Free PPC Competitor Analysis Tools for Marketers [2025] 

If you're running paid search campaigns, keeping an eye on your competition isn’t optional, it’s part of the job. Free PPC competitor analysis tools can show you what keywords your competitors are targeting, what their ads look like, and how they structure their campaigns.

In this guide, we’ll walk through 10 tools that help you turn competitive insights into strategy without adding extra cost to your ad spend.

In this article, we’ll cover: 

• What PPC competitor analysis is
• Tips for competitor analysis
• 10 top free PPC competitor analysis tools
• How to use these tools

Let’s start by talking about what PPC competitor analysis is.

What is PPC competitor analysis?

Pay-per-click (PPC) competitor analysis is the process of looking at what other advertisers in your space are doing in paid search. It helps you understand how they’re reaching your shared audience and where you might be able to do it better.

Here’s what you can typically learn:

• Keywords: What terms they’re targeting and how often they show up
  
  
• Budgets: Rough estimates of how much they’re spending
  
  
• Ad copy: The headlines, descriptions, and CTAs they’re using
  
  
• Placements: Where their ads are showing, like on search, display, or YouTube

Doing this kind of digital ad intelligence gives you a shortcut to informed campaign planning. Instead of starting from scratch, you can use what’s already working and skip the ad strategies that waste spend. It’s one of the easiest ways to boost your return on investment without increasing spend.

TL;DR: Top 10 free PPC competitor analysis tools

1. SpyFu: Best for keyword research and long-term ad history
   
   
2. WASK: Best for quick Google Ads competitor comparisons
   
   
3. The HOTH PPC Tool: Best for simple keyword and ad copy insights
   
   
4. Backlinko: Best for getting a combined SEO and paid view
   
   
5. Semrush: Best for blended organic and paid traffic analysis
   
   
6. iSpionage: Best for tracking ad budget estimates and campaign timelines
   
   
7. Ubersuggest: Best for budget-friendly keyword and landing page analysis
   
   
8. AdBeat: Best for display ad intel and creative tracking
   
   
9. Similarweb: Best for traffic source breakdowns and site-level ad insights
   
   
10. Google Ads Auction Insights: Best for seeing direct competitor performance on your own keywords

1. SpyFu – Best for keyword search and long-term ad history

SpyFu is a competitive research tool that helps you see which keywords your competitors are bidding on and what their ads have looked like over time. It’s useful for getting historical insights into paid search strategies and spotting long-term trends in Google Ads campaigns.

Features

SpyFu lets you do a few things for free, including:

• View competitor keywords and ad copy samples
  
  
• Access limited historical ad data
  
  
• Compare two domains side by side
  
  
• See changes in keyword strategy over time

Pros

• Offers long-term ad history
  
  
• Domain comparison is easy to use
  
  
• Shows real ad copy and headline samples
  
  

Cons

• Limited daily searches on the free plan
  
  
• No budget or click-through data
  
  
• Less coverage for low-traffic sites

Ideal users

SpyFu is great for marketers who want a snapshot of their competitors’ paid search history without paying for a full analytics suite. It’s helpful for Google Ads-focused teams looking for trend data.

Verdict

SpyFu’s free plan gives you just enough to explore competitor keywords and ad copy without getting buried in data. It’s not deep on metrics, but it’s great for quick checks or early-stage research.

2. WASK: Best for quick Google Ads competitor comparisons

WASK offers a lightweight tool for viewing competitor Google Ads. You can enter a keyword or domain and quickly see who’s running ads, what their copy looks like, and how often it appears. It’s simple, fast, and doesn’t require an account to get started.

Features

WASK’s free PPC checker has some helpful features, including:

• Competitor searches by keyword or domain
  
  
• Previews of live Google Ads
  
  
• Basic visibility into ad headlines and display URLs
  
  
• Frequency indicators for how often ads appear

Pros

• No account required
  
  
• Fast ad previews
  
  
• Easy to check headline and display trends
  
  

Cons

• No spend or keyword volume data
  
  
• Results can be thin in smaller niches
  
  
• No filters or export options

Ideal users

WASK is good for marketers or small businesses who want a no-frills way to scan the competition without setting up a full account. It can also be helpful for messaging research and identifying headline trends.

Verdict

WASK keeps things simple. It doesn’t offer deeper data like budgets or performance insights, but it works well when you just want a fast look at who’s running what.

3. The HOTH PPC Tool: Best for simple keyword and ad copy insights

The HOTH offers a free PPC research tool that lets you see which keywords your competitors are bidding on and what their ads look like in Google search. It’s a no-login tool, so you can enter a domain and get results immediately. The data is limited, but it’s helpful if you just need a quick look.

Features

The free version of The HOTH’s PPC tool has helpful features, such as:

• Basic competitor keyword lookup by domain
  
  
• Ad copy previews (headlines and descriptions)
  
  
• Estimated ad positions

Pros

• Totally free with no login
  
  
• Very quick to use
  
  
• Clear ad copy and keyword preview

Cons

• No data filtering or sorting
  
  
• No spend estimates
  
  
• Very limited keyword data per domain

Ideal users

The HOTH PPC Tool is good for beginners or business owners who want a fast way to review competitor ads without setting up an account or navigating complex platforms.

Verdict

The HOTH’s tool is straightforward and accessible. It doesn’t go deep into metrics or keyword volume, but it’s fine for light research or getting a feel for how competitors are writing their ads.

4. Backlinko: Best for getting a combined SEO and paid view

Backlinko was bought by Semrush but still offers free tools and content that can give you a basic look at both SEO and PPC performance for a competitor’s site. While it’s not a full-featured platform like others on this list, it provides educational resources and simple domain-level insights for marketers looking to understand a site’s traffic mix.

Features

With Backlinko’s free features, you can access data such as:

• Sample paid keywords and ad examples from selected tools and guides
  
  
• Overview of a domain’s traffic sources (organic vs. paid)
  
  
• SEO metrics like backlinks and domain authority

Pros

• Combines SEO and PPC insights
  
  
• Helpful for general traffic strategy
  
  
• No account setup needed

Cons

• Not a dedicated PPC tool
  
  
• Paid search data is very limited
  
  
• No deep filtering or export features

Ideal users

Backlinko is good for marketers who want a combined look at search visibility, both paid and organic, without needing to switch between multiple tools.

Verdict

Backlinko isn’t a dedicated PPC platform, but it’s still helpful for getting a general sense of how a competitor is driving traffic. If you're looking for a broad overview and learning resources, it’s a solid place to start.

5. Semrush: Best for blended organic and paid traffic analysis

Semrush is a well-known marketing tool that offers limited PPC insights on its free tier. You can use it to look up domains, view paid keyword samples, and get a basic sense of how a competitor splits their traffic between paid and organic channels. It’s more robust than some other free tools, but access is capped unless you upgrade.

Features

With a free Semrush account, you can:

• Run limited domain lookups
  
  
• View partial lists of paid keywords
  
  
• See ad copy previews and top landing pages
  
  
• Get an overview of traffic split between organic and paid sources

Pros

• Mix of SEO and paid data
  
  
• Includes top landing pages
  
  
• Strong visualization tools

Cons

• Strict usage caps on the free plan
  
  
• Some PPC data locked behind paid tiers
  
  
• Can be overwhelming if you only want ad data

Ideal users

Semrush is good for marketers who want to see both SEO and PPC data in one place, especially those comparing multiple competitors or evaluating entire traffic strategies.

Verdict

Semrush offers solid functionality even on the free plan, but search limits and data caps show up quickly. It’s useful for light research or one-off checks, but frequent users will likely need a paid plan.

6. iSpionage: Best for tracking ad budget estimates and campaign timelines

iSpionage gives you a snapshot of your competitors’ Google Ads activity, including how long their ads have been running and estimated spend. While the free version is limited, it’s helpful for identifying long-term ad strategies and spotting which campaigns are likely performing well based on duration.

Features

The free version of iSpionage gives access to helpful info, such as:

• Domain-based keyword research
  
  
• Ad copy previews
  
  
• Estimated monthly ad spend
  
  
• Campaign duration timelines
  
  
• Basic average position data

Pros

• Shows campaign length, not just ad copy
  
  
• Offers rough spend estimates
  
  
• Highlights top-performing ads by duration

Cons

• Interface feels dated
  
  
• Daily lookup limits on the free plan
  
  
• Most filters require a paid upgrade

Ideal users

iSpionage is good for advertisers who want to track how consistently competitors are running campaigns and get rough spending benchmarks without investing in a full analytics suite.

Verdict

iSpionage offers more context than most free tools by showing which ads are sticking around and where competitors may be focusing their budget. The interface is a bit dated, and daily search limits apply, but it’s useful for spotting patterns in competitive campaigns.

7. Ubersuggest: Best for budget-friendly keyword and landing page analysis

Ubersuggest is an SEO-focused tool that also offers limited PPC insights on its free plan. You can look up a competitor’s domain to see sample paid keywords, view estimated traffic data, and check the landing pages tied to their ads. While the features are basic, they’re enough to support light competitive research.

Features

With a free Ubersuggest account, you can:

• View a limited list of paid keywords for competitor domains
  
  
• Preview sample ad copy
  
  
• See top landing pages connected to paid traffic
  
  
• Access basic CPC and traffic estimates

Pros

• Shows landing pages connected to paid traffic
  
  
• Combines paid and SEO insights
  
  
• Straightforward layout

Cons

• Search and feature limits on free plan
  
  
• Not ideal for niche keyword research
  
  
• Deeper PPC data requires a subscription

Ideal users

Ubersuggest is good for solo marketers or small teams that want a simple way to explore competitor ads and paid keyword strategies alongside SEO data.

Verdict

Ubersuggest doesn’t go deep, but it covers the basics. It’s a solid option for casual research or if you want one tool that touches both paid and organic traffic without a learning curve.

8. AdBeat: Best for display ad intel and creative tracking

AdBeat focuses on display advertising rather than search. It shows sample banner and video creatives, estimated ad placements, and basic spend patterns across publishers. While the free version is limited, it’s one of the few tools that highlight display ad strategy.

Features

With the free features offered by AdBeat, you can:

• Previews of display ads (banners, videos)
  
  
• Limited view of ad placement history
  
  
• Estimated spend by domain
  
  
• Sample publisher targeting info

Pros

• Focuses on display ads
  
  
• Shows actual creative assets
  
  
• Offers some publisher insight

Cons

• No keyword or search ad data
  
  
• Historical and spend data are limited
  
  
• Free access only gives a sample view

Ideal users

AdBeat is good for marketers running display campaigns who want to see what types of creatives their competitors are using and where those ads are showing up.

Verdict

AdBeat is narrow in scope but helpful for creative research. It doesn’t offer search ad data or keyword insights, but for visual benchmarking on display campaigns, it adds value, especially if you want to see what's been running the longest.

9. Similarweb: Best for traffic source breakdowns and site-level ad insights

Similarweb gives you a broad overview of how any website gets its traffic. While it’s not a traditional PPC analysis tool, it does show you whether a competitor is investing in paid traffic and how that compares to other channels. It’s helpful when you want to understand the full marketing picture behind a domain.

Features

The free version of Similarweb shows you helpful data, such as:

• Traffic breakdown by source (paid, organic, social, etc.)
  
  
• Overview of top referring sites
  
  
• List of high-traffic landing pages
  
  
• Limited geographic and engagement data

Pros

• Shows full traffic mix
  
  
• Useful for paid vs. organic comparisons
  
  
• No login needed for basic reports
  
  

Cons

• No ad copy or keyword previews
  
  
• Not PPC-specific
  
  
• Deeper data hidden behind paywall

Ideal users

Similarweb is good for marketers who want to know how much of a competitor’s traffic comes from paid channels and how it fits into their broader strategy.

Verdict

Similarweb isn’t built for PPC research, but it offers valuable context. It’s useful if you’re looking at paid traffic in relation to everything else a competitor is doing, but not if you need specific ad or keyword data.

10. Google Ads Auction Insights: Best for seeing direct competitor performance on your own keywords

Google Ads Auction Insights is not a traditional Google Search ads spy tool, but if you're already running campaigns, it’s one of the most accurate sources you can use. 

It’s a reporting tool inside your Google Ads account that shows how your ads stack up against others bidding on the same keywords. The data is pulled directly from your campaigns, so it’s more accurate than most third-party tools, but only available if you’re actively running ads.

Features

Auction Insights includes helpful info, such as:

• Impression share for competing domains
  
  
• Overlap rate (how often your ads show with theirs)
  
  
• Position and outranking share
  
  
• Device and time segmentation

Pros

• Extremely accurate (first-party data)
  
  
• Includes useful share and position metrics
  
  
• Great for live campaign benchmarking
  
  

Cons

• Only works if you’re actively running Google Ads
  
  
• Doesn’t show competitor ad creatives
  
  
• No access to brands outside your keyword set

Ideal users

Google Ads Auction Insights is good for advertisers who are already running Google Ads and want to see which brands are showing up alongside their own ads, and how often.

Verdict

Auction Insights is one of the most accurate ways to measure PPC competition, but it only works if you already have campaigns live. You won’t get creative or landing page data, but it’s valuable for tracking visibility and spotting aggressive competitors in your keyword set.

Comparison table: Tools and their free features and access

Want to see a quick comparison of the tools and what they can do for you? Let’s take a look at what you can access for free:

Bonus: Bestever for creative intelligence

Bestever doesn’t replace your pay-per-click tools, it strengthens them. It doesn’t track keywords, bids, or budgets — instead, it focuses entirely on creative performance. While platforms like SpyFu or Semrush tell you what your competitors are doing, Bestever helps you figure out why their ads are working. It analyzes visuals, hooks, calls to action, and messaging structure, then scores them based on engagement, persuasiveness, and sales focus.

This makes it a great complement to tools like WASK, iSpionage, or Google Ads Auction Insights. You can use those to spot opportunities and keyword gaps, then bring in Bestever to help your creative team build ads that actually convert.

Tips for analyzing PPC competitors for free

You don’t need a premium subscription to start learning from your competitors — a mix of manual research and free tools can go a long way. Here are some of the easiest ways to start:

• Use search results like a PPC checker: Type in your target keywords and see which brands show up in the ads. Pay attention to how often they appear, what their headlines say, and which offers they’re promoting.
  
  
• Browse Meta’s Ad Library: If your competitors are running Facebook or Instagram ads, the Meta Ad Library lets you see active campaigns by advertiser. This gives you a clear look at visuals, messaging, and how long each ad has been running. It can be useful for ecommerce or consumer-facing brands where visuals play a big role in conversions.
  
  
• Track their landing pages: Click through a few ads and look at the landing page structure. What’s above the fold? Is there a lead form or product grid? This helps you connect ad copy to on-site strategy so you can plan your own strategies.

How to use these tools for your own strategy

Using free PPC tools isn’t just about collecting data, it’s about making better decisions with it. Here’s how to turn all that intel into practical campaign wins:

• Spot the right keywords to go after: Tools like SpyFu, iSpionage, or Ubersuggest show you which terms your competitors are bidding on consistently. If they keep showing up, those keywords probably bring in results, so it may be worth considering them for your strategy.
  
  
• Compare your messaging side-by-side: Use tools to scan ad copy. Pay attention to how others position their offers, including what tone they use, what pain points they hit, and how they call users to action. If everyone’s saying the same thing, that’s your chance to be different.
  
  
• Look beyond the ad itself: With platforms like Semrush or Backlinko, take a look at where the ads lead. Are your competitors pushing people to long-form landing pages, short product pages, or something else entirely? Your funnel starts with a click, but it doesn’t end there.
  
  
• Level up your creative with Bestever: Once you know the keywords and messages that matter, Bestever’s creative analytics can help you break down the ad visuals that convert. Use it to sharpen your own ads and optimize them for performance.

Frequently asked questions 

What’s the best free PPC tool for ad copy research?

If you're focused on ad copy specifically, SpyFu and WASK are solid picks. Both tools let you preview the headlines and descriptions your competitors are running in Google Ads. They act as a PPC checker for messaging, so you can study what’s getting clicks and shape your own copy to compete.

Can I see how much my competitor is spending?

Some paid search intelligence platforms like iSpionage and Similarweb give you budget estimates based on historical trends. You won’t get exact numbers, but these tools give you a ballpark range to understand how aggressive a brand is in your niche.

How does creative affect CPC and CTR?

Even if you’ve nailed your keyword list, your creative can make or break performance. Tools like Bestever go beyond standard competitive PPC analysis and actually show you why an ad works. You can see hooks, visuals, and calls-to-action that drive results, so you’re not just copying keywords but also learning from top performers.

Can I use these tools for Bing or LinkedIn Ads too?

Most competitor analysis tools are focused on Google Ads, but some platforms like Semrush and SpyFu offer limited insights into Bing. LinkedIn is a tougher nut to crack. Since it’s more B2B focused, there aren’t many free competitor website analysis tools that track LinkedIn ad performance in the same way.

Do I need a paid tool to get full data?

If you’re doing competitor PPC analysis at scale, especially across multiple regions or product lines, paid tools like AdBeat or Semrush give you way more depth. But if you’re just starting out or testing the waters, most of the tools on this list are more than enough.

What’s the difference between SEO and PPC analysis?

SEO focuses on unpaid search results and content ranking, while PPC competitor analysis zeroes in on paid search ads, what keywords they bid on, how much they spend, and which ads show up. Tools like Backlinko’s Competitor Analysis Tool or Ubersuggest can give you both views in one place.

What’s the best tool for display vs search ads?

If you're analyzing display creatives and placements, AdBeat and Similarweb are great for that. For search ads, SpyFu, WASK, and The HOTH’s PPC tool are more focused on keyword tracking and ad structure, which is helpful if you're learning how to analyze PPC competitor strategies without paying for a premium platform.

How Bestever can complement your PPC strategy

Free PPC competitor analysis tools like SpyFu, Semrush, and iSpionage are great for figuring out what your competitors are bidding on, how their campaigns are structured, and where you might have gaps or opportunities. They give you the data you need to shape an informed paid search strategy.

But data alone doesn’t make ads perform. You can follow the right keywords, match the right bids, and still fall flat if your creative doesn’t connect. That’s where Bestever comes in.

Bestever is a creative performance tool that helps you understand why certain ads work and how you can optimize yours to perform. Here’s how:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time — your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.

• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Want to see how creative actually drives results? Let our team show you how Bestever breaks down visuals, hooks, and messaging to help you convert more.

Schedule a free demo of Bestever now.