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How to analyze competitor ad copy on Semrush

intermediate 8 min read Updated 2026-03-30
Quick Answer

Use Semrush's Advertising Research tool to analyze competitor ad copy by entering their domain and exploring their ad history, keywords, and creative variations. Access detailed ad performance data and copy variations to improve your own PPC campaigns.

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Prerequisites

  • Active Semrush subscription
  • Competitor domain names or URLs
  • Basic understanding of PPC advertising
  • Knowledge of your target keywords

Step-by-Step Instructions

1

Access the Advertising Research Tool

Log into your Semrush account and navigate to Advertising Research under the Competitive Research section in the main menu. Enter your competitor's domain in the search bar and select your target country from the dropdown menu.
Start with your main competitor's root domain for the most comprehensive results.
2

Review the Ad History Overview

In the Ad History tab, examine the overview metrics including total ads, ad spend estimates, and traffic volume. Look at the Timeline graph to identify when competitors launch new campaigns or change their advertising strategy.
Pay attention to seasonal patterns and campaign launch dates to time your own campaigns strategically.
3

Analyze Individual Ad Copies

Scroll down to the Ads section to view actual ad copies. Click on individual ads to see full headlines, descriptions, and display URLs. Use the Date Range filter to focus on recent ads or specific time periods when analyzing performance trends.
Look for recurring themes, call-to-actions, and value propositions that appear across multiple ads.
4

Examine Ad Keywords and Positioning

Click on the Keywords tab within Advertising Research to see which keywords trigger competitor ads. Sort by Traffic % or CPC to identify their most valuable keywords. Cross-reference this data with their ad copy to understand keyword-ad relevance.
Export keyword data using the export button to create comprehensive competitor keyword lists.
5

Study Landing Page Connections

In the ad listings, click on the Landing Page URLs to see where competitors direct their traffic. Analyze how ad copy aligns with landing page content and identify conversion optimization strategies they're using.
Screenshot landing pages as they may change frequently, and document the ad copy to landing page message matching.
6

Compare Multiple Competitors

Use the Domain vs Domain feature under Gap Analysis to compare ad strategies across multiple competitors. This reveals common industry approaches and helps identify unique positioning opportunities for your campaigns.
Focus on competitors with similar business models and target audiences for the most relevant insights.
7

Export and Organize Data

Export competitor ad data using the Export button in each section. Create a spreadsheet to categorize ads by theme, keywords, and performance indicators. Set up regular monitoring by saving competitor domains in your Projects for ongoing analysis.
Set up automated reports to track competitor ad changes weekly or monthly depending on your industry's pace.

Common Issues & Troubleshooting

No ads showing for competitor domain

Verify the competitor actually runs paid ads by checking different country databases or try variations of their domain (www vs non-www). Some competitors may only advertise in specific regions.

Limited ad history data available

The competitor may have low ad spend or recent advertising activity. Try analyzing their parent company domain or check if they use different domains for advertising campaigns.

Cannot access landing pages from ads

Some landing pages may be geo-restricted or have been removed. Use the Wayback Machine or archive.org to view historical versions of the landing pages.

Export function not working properly

Check your subscription limits for data exports. Clear browser cache or try exporting smaller data sets. Contact Semrush support if the issue persists across different browsers.

Prices mentioned in this guide are pulled from current plan data and may change. Always verify on the official Semrush website before purchasing.
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