google-ads-competitors

Competitive Analysis

Use this skill with the burnr8 MCP tools to analyze competitive positioning.

Key Metrics

Call get_competitive_metrics to pull impression share data. Here's what each metric means:

Metric	What It Means	Good	Warning	Action
impression_share	% of eligible impressions you received	> 70%	40-70%	< 40%
top_impression_share	% shown above organic results	> 50%	25-50%	< 25%
abs_top_impression_share	% shown as the very first ad	> 30%	15-30%	< 15%
budget_lost_impression_share	% lost because budget ran out	< 5%	5-15%	> 15%
rank_lost_impression_share	% lost due to low QS or bids	< 15%	15-30%	> 30%
exact_match_impression_share	IS for exact match queries only	> 80%	50-80%	< 50%

Interpreting Results

Budget-Limited (budget_lost > 10%)

The campaign is profitable but underfunded. Every impression lost to budget is a missed conversion at your current CPA.

Action: Increase daily budget or reallocate from lower-performing campaigns. Use list_budgets and update_budget to adjust.

Rank-Limited (rank_lost > 20%)

Competitors outbid or outrank you. This is either a bid problem or a Quality Score problem.

Diagnose: Call get_keyword_performance and check Quality Scores.

• QS < 5: Ad relevance or landing page issue — fix the ad copy and landing page before raising bids
• QS >= 7: Pure bid competition — consider raising bids or switching to a target impression share strategy

Low Exact Match IS

If exact_match_impression_share is much lower than overall IS, your exact keywords aren't competitive. This often means competitors are bidding on your exact terms.

Action: Ensure top-converting keywords are on Exact Match with adequate bids.

Auction Insights (If Available)

Call get_auction_insights for competitor domain-level data. This requires Google API allowlisting (most accounts don't have access). If it returns an error, use get_competitive_metrics instead.

When available, auction insights show:

• Which competitor domains appear alongside your ads
• Their impression share vs yours
• How often they outrank you
• How often you outrank them

Presenting Results

Format as:

Competitive Position Summary

Campaign	IS%	Top IS%	Budget Lost	Rank Lost	Action

Opportunities (sorted by estimated impact)

Calculate: if budget_lost = 20% and current clicks = 100, recovering that share = ~25 additional clicks at current CTR.

Always ask for confirmation before executing budget or bid changes.