Aaron McGurk, Managing Director, Wally
How Service Businesses Can Use Competitor Analysis to Lower Ad Spend
Service businesses often spend heavily on Google Ads without knowing where their money is being wasted. Competitor analysis is one of the most underused tactics for lowering ad costs while improving lead quality. By studying competitor keywords, ad copy, and targeting strategies, service providers can uncover gaps, eliminate wasted spend, and refine their campaigns. This article explains how to turn competitor insights into measurable savings and stronger results.
Why Competitor Analysis Matters in Paid Ads
In service industries like plumbing, pest control, or legal services, competition is fierce. Businesses pay high rates for clicks because multiple advertisers are targeting the same keywords in the same local area. Without careful planning, budgets get drained by irrelevant clicks or unqualified leads.
Competitor analysis helps cut through that noise. By reviewing what other businesses are bidding on, how they structure their ads, and where they direct traffic, you can make smarter decisions about where your dollars go. The goal is not to copy competitors but to learn from their successes and mistakes so you can adjust your own strategy more efficiently.
Soundbite:
Competitor analysis transforms paid ads from guesswork into informed decision-making.
Identifying Competitor Keywords That Drain Budgets
One of the fastest ways to save money is by identifying the keywords that competitors are paying for and questioning whether they are worth it.
For example, a plumbing company might notice competitors spending heavily on “cheap plumber near me.” While this phrase attracts clicks, those leads often come from people looking for the lowest possible price. If your business focuses on quality service, those clicks are unlikely to convert. Adding “cheap” to your negative keyword list stops you from paying for traffic that will never book.
Tools like Google’s Auction Insights, SEMrush, or Ahrefs can reveal what terms competitors rank or bid on. Even without tools, a manual search of industry keywords shows which businesses consistently appear. By mapping those terms against your own conversions, you can decide which ones to keep, which to drop, and which to add as negatives.
Analyzing Competitor Ad Copy
Ad copy reveals a great deal about what your market responds to. Competitors often test dozens of variations before finding a formula that consistently drives clicks. By reviewing their headlines and descriptions, you can identify common patterns.
For instance, if several local electricians highlight “24/7 Emergency Service” in their ads, that signals buyers value quick response times. If multiple cleaning services emphasize “No Hidden Fees,” it shows transparency is a selling point. You don’t need to copy their wording directly, but you can craft your own variations that highlight the same benefits in your brand voice.
Competitor ad copy also exposes overused phrases. If everyone is saying the same thing, adding a different angle—like customer guarantees or specialty services—can set you apart without increasing cost.
Spotting Gaps Competitors Miss
Competitor analysis isn’t just about avoiding mistakes. It’s also about spotting missed opportunities. Many service businesses focus on obvious keywords like “plumber near me” or “family lawyer Sydney.” But niche services and location-specific queries often have lower competition and lower costs.
For example, instead of competing for “pest control,” you might notice competitors are ignoring “termite inspection Brisbane” or “end-of-lease pest treatment.” These long-tail terms attract fewer clicks but higher intent, meaning better leads at lower cost.
Similarly, many competitors fail to create landing pages specific to each suburb or service variation. If they all send traffic to a generic home page, you can gain an edge by directing your ads to dedicated, relevant landing pages that convert better.
Turning Insights Into Lower Ad Spend
The real benefit of competitor analysis comes from translating insights into action. Here are practical steps service businesses can apply:
- Refine negative keywords: Block irrelevant clicks by adding terms competitors waste money on.
- Adjust bidding strategies: If competitors overpay for broad terms, focus your budget on long-tail or local-specific keywords.
- Improve ad messaging: Use competitor copy to identify selling points, then test unique variations.
- Optimize landing pages: Build location or service-specific pages where competitors send all traffic to generic sites.
- Review results frequently: Competitor strategies shift over time. Schedule regular reviews to ensure your campaigns stay lean.
Soundbite:
The smallest adjustments, informed by competitor behavior, often create the biggest reductions in cost per lead.
Why Small Service Businesses Benefit Most
Large companies can afford to waste some ad spend, but smaller service providers cannot. For a local tradie or independent law practice, every dollar counts. Competitor analysis allows smaller players to stretch their budgets further by avoiding expensive mistakes.
It also levels the playing field. By carefully studying what larger companies are doing, smaller businesses can make targeted moves that compete effectively without needing the same budget. In this way, competitor analysis is less about imitation and more about efficiency.
Conclusion
Lowering ad spend is not just about cutting budgets. It is about making smarter decisions with the budget you already have. Competitor analysis provides service businesses with a clear lens into what works, what wastes money, and what opportunities are being ignored.
By examining competitor keywords, reviewing ad copy, and spotting gaps, service providers can avoid waste while improving lead quality. Over time, these adjustments compound into significant savings and stronger growth.
For service businesses exploring smarter ways to manage their digital campaigns, resources such as Wally provide useful insights into practical strategies that drive real results.
