When it comes to digital advertising, especially on Google, most businesses don’t fail because of a bad product or offer. They fail because they’re guessing. Guessing which keywords will work. Guessing what the competition is doing. Guessing where their budget is going.
But with the right tools, you can eliminate the guesswork and make data-backed decisions that actually improve performance. Whether you're running your own Google Ads or working with an agency, here are four tools our Google Ads specialists use every day to help clients win more leads for less spend.
1. Google Ads Transparency Center
See exactly what your competitors are advertising
This free tool from Google gives you a front-row seat to your competitors' live ads. You can search any business name or website and view their active Google Ads across Search, YouTube, and Display.
Why it matters: Instead of wondering how competitors are positioning themselves, you can see the headlines, copy, and creative they’re running and what platforms they’re prioritising.
Pro tips:
- Look for patterns in messaging – are they using seasonal offers? Location targeting?
- Compare your ad quality to theirs. Are you competing with stronger messaging?
- Use it to benchmark your creative – especially useful for franchise brands competing locally.
Try it: Google Ads Transparency Center
2. SE Ranking
Uncover your competitors’ keyword strategy
SE Ranking is a powerful SEO and PPC research tool that gives you visibility into which keywords your competitors are targeting (both organically and with paid ads). It shows estimated search volumes, ad copy, positions, and even how much they might be spending.
Why it matters: If you’re not using data to guide your keyword selection, you’re flying blind. SE Ranking helps you identify:
- Keyword gaps (terms competitors rank for but you don’t)
- High-performing search terms you may be missing
- Overlap between SEO and paid keywords
Pro tips:
- Compare competitor domains side-by-side to spot gaps.
- Look for long-tail keywords that are cheaper but high-converting.
- Track keyword performance across locations if you’re a multi-location business.
Bonus: It also helps with local SEO audits – important for NZ businesses with multiple branches.
Try it: SE Ranking
3. Google Keyword Planner (in Google Ads)
Find keyword ideas with real search data
Google’s Keyword Planner is a staple in campaign planning. It helps you discover new keyword ideas, see average monthly search volume, and get suggested bid ranges.
Why it matters: This tool gives you real-world data on what people are actually typing into Google, so you can align your ads with buyer intent and reduce wasted spend.
Pro tips:
- Use keyword filters like location (e.g. “Auckland”) or service terms (e.g. “emergency plumber”).
- Build ad groups around tightly themed keywords for better Quality Scores.
- Avoid broad match unless paired with solid negative keywords.
Bonus: Use Keyword Planner to identify content ideas, not just ad copy. It’s a great source for blog topics and landing page messaging too.
Try it: You can find this tool inside your Google Ads account
4. Search Terms Report (in Google Ads)
Audit exactly what people type to trigger your ads
The Search Terms Report in your Google Ads dashboard shows real search queries that triggered your ads – some of which might not be relevant to your business.
Why it matters: This is one of the easiest ways to stop wasting money. Irrelevant clicks on low-quality search terms drive up costs and lower conversion rates.
Pro tips:
- Check this report weekly (especially when campaigns are new).
- Add irrelevant queries as negative keywords to block them.
- Look for unexpected intent – if you’re attracting job seekers instead of customers, something’s wrong.
Real-world example: One of our clients kept getting clicks from people searching for "free quote templates" when they were targeting "free quotes for roofing". A simple negative keyword saved hundreds of wasted clicks.
Try it: You can find this tool inside your Google Ads account
Final Thoughts: Don’t Guess – Measure, Compare, and Optimise
You don’t need a huge budget to outperform your competitors on Google Ads. You need insight. With tools like Google Ads Transparency, SE Ranking, Keyword Planner, and Search Term Reports, you can stop guessing and start running ads based on what works.
These tools give you:
- Better creative ideas
- Smarter keyword targeting
- Higher conversion potential
- Lower cost per lead
If you’re running Google Ads now and not sure what’s working, or you just want a second set of eyes, we’re here to help.
Book a free strategy call with our team and let’s talk about how we can help improve your results. You could be one conversation away from better-performing campaigns.
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