You’ve launched your Google Ads campaign. You’re targeting the right keywords. You’ve built a clean landing page. And yet, your competitor is the one getting the clicks. It might be time to dig deeper with PPC competitor analysis if that sounds familiar.
Whether you’re running a chiropractic clinic, dental practice, medical centre, or cosmetic surgery clinic, you’re not just competing for patients. You’re competing for attention, visibility, and trust, all in a matter of seconds.
This is where PPC competitor analysis changes the game. It’s not about copying your competitors; it’s about outsmarting them with data, strategy, and precision.
What Is PPC Competitor Analysis?
PPC competitor analysis is the process of finding out how your direct and indirect competitors are using pay-per-click advertising to reach your audience.
It helps you see what others in your space are doing: what keywords they’re bidding on, what their ads say, and how their landing pages are designed to convert visitors into bookings.
This isn’t about copying. It’s about understanding what’s working for them, and why.
With the right approach, PPC competitor analysis can show you:
- Where you’re missing keyword opportunities
- How to improve your own ads
- What changes might boost your conversions
By studying your competitors, you can build smarter campaigns, spend more efficiently, and make confident decisions backed by data, not guesswork.
In short, this is how you move from reacting to leading.
Why PPC Competitor Analysis Is Essential
Healthcare advertising is competitive and highly regulated. For chiropractors, dentists, cosmetic surgeons, and medical centres, it’s vital to stay within AHPRA guidelines while still reaching the right people.
A solid PPC competitor analysis allows you to:
- Understand how competitors position their services
- Identify profitable keywords and market opportunities
- Improve your PPC landing page analysis
- Boost your PPC performance without guesswork
How To Identify Your PPC Competitors
To begin your analysis, you need to identify PPC competitors, those who are appearing on search engines for the same services you offer.
Here’s how:
Use Google Search
Search your own keywords (e.g., “Invisalign Brisbane” or “cosmetic surgery Gold Coast”) and see who comes up in the top ad positions.
Use Auction Insights
Within your Google Ads account, navigate to Auction Insights. This tool shows you:
- Who else is bidding on your keywords
- Their impression share
- How often they appear above you
Explore PPC Competitor Analysis Tools
You can use platforms like:
- SEMrush
- SpyFu
- Ahrefs
- iSpionage
- Adbeat
These PPC tools allow you to analyse competitor ads, track keyword performance, and explore ad copy trends.
Analysing Competitor Keywords
The keywords you choose can make or break your campaign, but what if your competitors already know which ones are working best?
By analysing competitor keywords, you’re not just collecting data; you’re uncovering exactly where and how others are getting ahead of you in the search results. And once you see it, you can respond with purpose.
Here’s how to do it effectively:
Step 1: Use A Keyword Explorer Tool
Tools like SEMrush and Ahrefs give you access to the keywords your PPC competitors are actively bidding on. This includes:
- Branded terms (e.g. clinic names or specific services)
- High-converting keywords (the ones likely bringing in bookings)
- Search volume (how often people are looking for those services)
- Cost-per-click data (so you can prioritise your ad spend)
These tools help you see the playing field clearly, no more flying blind or wasting budget on low-return phrases.
Step 2: Identify Keyword Gaps
This is where the real insight lives.
Keyword gaps are search terms your competitors are targeting that you’re not. These are often phrases that match high intent, but aren’t yet part of your campaigns.
By closing these gaps, you can:
- Show up in more relevant searches
- Decrease direct PPC competition
- Capture market share without needing to outspend
It’s one of the simplest ways to gain an edge, yet most clinics skip it.
When you consistently monitor and refine your keyword strategy, you’ll reach the right people before your competitors do.
Competitor Ad Copy Analysis
Sometimes, it’s not just the keywords; it’s the words.
When someone sees an ad in Google search results, they’re making a snap judgment in seconds. That’s why analysing your competitors’ ad strategies is so valuable. It reveals not only what they’re promoting, but how they’re positioning themselves in the minds of your shared audience.
Here’s what to pay close attention to:
Are They Highlighting Benefits Or Just Features?
Look at how their message is framed. Are they focusing on what their services do for the person (e.g. “Smile with confidence”) or just what the service is (e.g. “Porcelain veneers available”)?
Benefit-driven copy tends to resonate more with motivated searchers.
Are They Using Local Identifiers?
Phrases like “Trusted dentist in Melbourne” or “Brisbane-based skin clinic” can help build trust and relevance instantly. If your competitors are doing this and you’re not, it’s worth reconsidering.
How Strong Are Their Calls-To-Action (CTAs)?
Look at the final line of their ads. Are they inviting action with purpose (e.g. “Book your consultation today” or “Start your treatment journey”) or are they leaving it vague?
The CTA is often the tipping point between scrolling past… and clicking.
Test Variations In Your Own Ad Copy
Once you’ve gathered competitor insights, it’s time to put them to good use, not by copying, but by testing.
Try small, thoughtful changes to your:
- Headlines
- Description lines
- CTA wording
- Use of local terms or benefit-driven phrasing
These micro-optimisations can lead to big improvements in click-through rate, especially when tested regularly.
Remember, your goal is to write for your target audience, not for the algorithm. Speak clearly, offer value, and create a sense of confidence and ease that inspires action.
Analysing Competitor Landing Pages
Click through on your competitors’ ads and take note of their:
- Design and layout
- Call-to-action placement
- Use of images and videos
- Load speed and mobile responsiveness
- Tone of voice and compliance
Comparing To Your Own Landing Pages
This helps identify strengths and weaknesses in your own landing pages. Are you providing the same level of clarity and trust? Are your forms easy to use?
Using Google Ads Auction Insights Strategically
If you’ve ever wondered why your ad isn’t showing up as often or sitting below a competitor’s, you’re not alone. But you’re also not powerless.
Google Ads Auction Insights gives you the behind-the-scenes visibility most advertisers never fully use. It’s like having a quiet peek at your competitors’ playbook, without breaking any rules.
Here’s how to make the most of it.
Key Metrics Worth Watching
When you review your Auction Insights report, focus on three powerful data points:
- Impression Share: This tells you how often your ads are being shown compared to how often they could be shown. A low number here might mean your budget or bids need attention.
- Overlap Rate: This shows how frequently your ads appear in the same auctions as a competitor’s. The higher the number, the more you’re targeting the same keywords and audience.
- Position Above Rate: This one reveals how often another advertiser’s ad appears above yours. It’s a helpful indicator of ad strength, bidding strategy, or quality Score differences.
Why This Data Matters
These aren’t just numbers. They’re signals.
They help you:
- See where you’re losing visibility.
- Spot overly aggressive competitors early.
- Fine-tune your bidding strategies for better return on ad spend.
- Decide where to push harder and where to pull back.
And perhaps most importantly, they give you something every smart advertiser craves: clarity.
With these insights, you’re not reacting but leading with strategy.
Crafting A Winning Bidding Strategy
If you feel like your competitors are always one step ahead, showing up above you in search results and capturing clicks before you do, it’s probably not a coincidence.
In many cases, it’s not about who has the biggest budget. It’s about who’s bidding the smartest.
A well-crafted bidding strategy helps you win the attention of your audience without wasting valuable ad spend.
Here’s how to fine-tune yours:
1. Focus On High-Intent Keywords
Broad keywords might get you clicks, but are they the right clicks? Refining your keyword targeting to focus on high-intent search terms (like “Invisalign dentist Brisbane” or “neck lift consultation Sydney”) allows you to reach people who are already closer to taking action.
More relevance = more efficiency.
2. Increase Bids Where It Matters
Instead of reducing your budget, shift your spending towards your most profitable keywords. These are the terms already converting well, and even a small bump in your bid can move your ad into a better position and attract stronger leads.
3. Use Dayparting To Your Advantage
Dayparting means scheduling your ads to show at times when your audience is most likely to engage. If your data shows more conversions in the evening or during lunchtime, adjust your bids to reflect those high-performing windows.
It’s a simple tweak that can make a big difference.
A smart bidding strategy doesn’t mean spending more; it means spending wisely. With a few focused changes, you can compete more effectively, reach your audience at the right time, and maximise every dollar you put into your campaigns.
Creating A PPC Competitor Analysis Template
Having the right information is powerful, but organising it properly is even more so. That’s what turns scattered ideas into a real strategy.
A clear, easy-to-follow PPC competitor analysis template helps you stay focused, track trends, and make smarter decisions with less guesswork. Instead of starting from scratch each time, you’ll have everything you need at your fingertips, ready to guide your next move.
Here’s what to include in your template:
- Competitor Name: So you know exactly who you’re tracking
- Target Keywords: The terms they’re bidding on (and maybe winning with)
- Ad Copy Samples: The Messaging they’re using to attract clicks
- Landing page URLs: Where their ads are sending people
- Auction Insights Data: How often they’re appearing, and how they rank
- Impression Share: A measure of visibility and opportunity gaps
- Bidding Strategy: Estimated aggressiveness or focus
- Keyword Gaps: Terms they’re targeting that you’re not (yet)
This template becomes your central hub, a go-to reference that simplifies decision-making and keeps your campaigns grounded in insight rather than assumption.
And the best part? Over time, you’ll start to notice patterns others miss. That’s where your real competitive edge begins to form.
Measuring PPC Success with Key Metrics
Running a PPC campaign without tracking the right metrics is like flying blind. You might be moving, but you won’t know if you’re headed in the right direction.
That’s where performance tracking becomes essential. When you know what to measure, you gain the clarity to make smarter decisions, adjust quickly, and keep your results moving in the right direction.
Here are the key metrics that matter most:
- Click-Through Rate (CTR): How often people click on your ad after seeing it. A higher CTR often means your ad copy and targeting hit the mark.
- Conversion Rate: Once they click, do they take action? This tells you how well your landing page and offer are performing.
- Quality Score: A Google Ads rating based on relevance, click-through rate, and landing page experience. A strong score can lower your costs and improve your ad position.
- Cost Per Acquisition (CPA): How much are you spending to get each new enquiry or booking? Lower is better, but not at the expense of quality leads.
- Return On Ad Spend (ROAS): This measures how much revenue you make for every dollar spent. It’s the clearest sign of whether your campaign is truly profitable.
Although your competitors’ performance may not always be visible, tools and insights can help you set realistic expectations.
If they’re achieving strong results with certain keywords or ad formats, that’s a signal you can use to refine your own efforts.
Tracking these key metrics keeps you aligned with your goals and shows you where small changes could lead to meaningful improvements.
Frequently Asked Questions
Can I see my competitors’ ad spend?
While exact amounts aren’t public, you can estimate ad spend using competitor tools that track impression share and keyword costs.
How often should I do PPC competitor research?
At least once per quarter, or more frequently if you’re in a competitive, fast-moving space like cosmetic surgery or dental services.
What’s the difference between direct and indirect PPC competitors?
Direct competitors offer the same services in your area (e.g., two cosmetic surgery clinics in Sydney). Indirect competitors may offer alternative treatments or solutions that appeal to the same audience (e.g., a skin clinic offering non-surgical alternatives to facelift surgery).
Conclusion
Effective PPC competitor analysis isn’t about playing catch-up but leading with insight. For healthcare providers across Australia, whether you’re a chiropractor, dentist, cosmetic surgeon, or medical centre, understanding the competitive PPC landscape helps you make smarter decisions.
With a well-informed strategy, grounded in data and ethical advertising, you can build campaigns that resonate, perform, and support your clinic’s growth.
Ready to refine your PPC approach?
Conduct your own competitor analysis today or chat with Mediboost at 1300 163 058 to explore how we can support your marketing journey.
P.S. We work with only a limited number of clinics at a time, so every client gets the brainpower, strategy, and one-on-one support they truly deserve. No cookie-cutter campaigns here, just focused, tailored growth.
References
Boulette, A. (2024, May 21). The 9 best pay-per-click (PPC) tools to optimize your ad spend. Zapier. Retrieved July 17, 2025, from https://zapier.com/blog/pay-per-click-tools/
Competitive Analysis Templates. (n.d.). Notion. Retrieved July 17, 2025, from https://www.notion.com/templates/category/competitive-analysis
Haim, I. (2025, March 3). What is PPC Management? Definition, Purpose & Benefits. Elementor. Retrieved July 17, 2025, from https://elementor.com/blog/ppc-management/
Makosiewicz, M. (2024, July 30). Buyer Intent Keywords Convert Better. Here’s How to Find Them. Ahrefs Blog. Retrieved July 17, 2025, from https://ahrefs.com/blog/buyer-intent-keywords/
What is a Competitive Analysis and How Do You Conduct One? (n.d.). Adobe Express. Retrieved July 17, 2025, from https://www.adobe.com/uk/express/discover/examples/what-is-a-competitive-analysis
Yadegar, S. (2020, January 8). How To Tell If Your PPC Marketing Is Broken, And What To Do About It. Forbes. Retrieved July 17, 2025, from https://www.forbes.com/councils/forbesagencycouncil/2020/01/08/how-to-tell-if-your-ppc-marketing-is-broken-and-what-to-do-about-it/
