Where a competitor buys clicks, they’re telling you which keywords convert. PPC Competitor Intelligence surfaces the paid keywords, live ad creative, and estimated spend behind your rivals’ Google Ads — high-intent terms worth targeting organically, and gaps worth bidding on.
| Paid keyword | Est. CPC | Slot |
|---|---|---|
| emergency plumber london | £6.20 | Ad #1 |
| boiler repair cost | £3.10 | Ad #2 |
| 24hr plumber near me | £5.80 | Ad #1 |
| gas safe engineer | £2.90 | Ad #3 |
Every term a competitor is bidding on, with estimated CPC and position — a shortlist of keywords someone has already proven convert.
The actual headlines and descriptions competitors are running, so you can see the offers and angles winning the auction.
A modelled spend figure per advertiser, tracked over time so you can see when a competitor ramps a campaign up or pulls back.
How it works
The same domains you already track for organic — no separate setup.
Paid keywords, ad creative, and spend estimates come from DataForSEO’s advertising data for your target location.
Target high-intent paid terms organically, flag gaps to your PPC team, and watch spend trends for competitive moves.
Turn the Paid search section on and the client portal shows how many keywords each competitor is buying and their estimated spend — a clear way to justify budget, shown as “Competitor 1, 2…” unless you reveal names.
No. Paid keyword, ad-copy, and spend data comes from DataForSEO’s advertising dataset — the same licensed source used for the rest of SEO Toolz.
It’s a model based on paid keyword count, estimated CPCs, and position — read it as a directional figure and a trend, not an invoice. It’s most useful for spotting when a competitor changes gear.
Because a competitor’s paid keywords are a free list of terms they’ve tested and found worth money — the strongest signal you’ll get of what to prioritise organically.
On demand or scheduled, metered against your monthly intelligence credits, with history retained for trend lines.
More of the platform
Your Growth Score, top priority actions, and competitor activity in one dashboard.
Plain-English, ready-to-paste fixes generated from your real crawl and ranking data.
Trace each keyword gap through to estimated traffic, leads, and revenue.
See every site linking to your competitors but not to you, scored for outreach.
Estimated organic traffic, market share, and top pages for every competitor.
Free to start. No credit card required.