If you’re running Google Ads, you know it’s competitive. But did you know your ad position isn’t just about your own strategy? Your competitor ad rank plays a big role too.
Whether you’re a small business owner or digital marketer, understanding this metric can help you win more clicks, reduce costs, and stay visible.
What is Competitor Ad Rank?
Competitor ad rank refers to the position and strength of your competitors’ ads in the Google Ads auction. Every time someone searches, Google evaluates all eligible ads and ranks them based on a formula:
Ad Rank = Bid Amount x Quality Score + Ad Extensions & Other Factors
So even if you’re bidding aggressively, a competitor with a better ad experience or higher Quality Score might outrank you.
Why Competitor Ad Rank Matters
Your ad doesn’t exist in a vacuum. Google compares your ad performance directly with others targeting the same keywords. Here’s how competitor ad rank can impact your results:
1. Ad Position
If your competitors have a higher ad rank, they’ll appear above you in search results, often taking the lion’s share of clicks.
2. Cost Per Click (CPC)
You may end up paying more per click to outrank a competitor with better ad performance.
3. Impression Share
Your share of total ad views (impressions) shrinks when competitors consistently rank above you.
4. Lost Opportunities
A stronger competitor presence can push your ads out of visibility entirely during auctions.
How to Check Competitor Ad Rank
Google doesn’t show you an exact “ad rank” number for each competitor, but you can use tools like:
- Auction Insights Report in Google Ads: Shows your overlap rate, position above rate, and impression share
- Google Ads Keyword Planner: See estimated competition levels
- Third-party tools like SEMrush or SpyFu for deeper analysis
How to Compete and Win
While you can’t control your competitors, you can take steps to boost your own ad rank and remain competitive.
1. Improve Your Quality Score
A higher Quality Score (1 to 10 scale) can offset a lower bid. It’s based on:
- Expected click-through rate
- Ad relevance
- Landing page experience
Check out our full article on Google Ads Quality Score for actionable tips.
2. Refine Your Bidding Strategy
Use smart bidding options like:
- Target Impression Share (if you want to appear above competitors)
- Maximise Conversions (if you want the best ROI)
Test different bid strategies based on your goals, but keep an eye on how competitors respond.
3. Create Better Ad Copy
Your ad must grab attention and match the search intent.
Tips:
- Use dynamic keywords to stay relevant
- Highlight unique offers or value (e.g. free audits, local expertise)
- Test multiple variations and improve over time
4. Optimise Landing Pages
Even the best ad won’t convert if the landing page doesn’t deliver.
Do this:
- Speed up load time (especially on mobile)
- Match your landing page content to your ad
- Use strong calls to action and trust signals (reviews, awards, etc.)
Explore our Paid Services and SEO Services for help.
5. Use Ad Extensions
These extras (like sitelinks, callouts, or location extensions) improve your ad visibility and CTR, which in turn lifts your ad rank.
Google rewards ads that add more value and information for users.
6. Monitor Competitor Movements
Don’t run blind. Regularly check your Auction Insights report to:
- Identify new competitors
- Monitor position changes
- Adjust your budget or targeting as needed
Don’t Let Competitor Ad Rank Derail Your Campaigns
It’s easy to assume that your own bid and ad quality are enough, but if your competitors are stepping up their game, you need to match (or beat) them to stay in the race.
The key is consistency: regular testing, refining, and responding to what the data tells you. Staying competitive in Google Ads means staying informed and agile.
Get Expert Help to Outrank the Competition
At Amire Digital, we help businesses across Australia compete smarter in Google Ads. From strategic bidding to copywriting and landing page optimisation, we tailor your campaigns for performance.
Whether you’re running search, display, or remarketing ads, our paid media team works closely with you to boost visibility, improve ROI, and stay ahead of competitors.
Want to learn more about competitor ad rank and how to improve your ad performance? Contact Amire for a consultation.
