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AI-assisted analysis

Competitor Ad Analysis: Messages, Offers and Open Gaps

The ads your competitors run today are not secret; Meta, Google and TikTok publish them in public libraries. The hard part is reading hundreds of ads and spotting the pattern. We use AI to speed up collecting and classifying competitor ads, then our team works out which promises competitors crowd around and which message lets you stand apart. No recommendation reaches a campaign without expert approval.

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Illustrative view: illustrative view of competitor ads with message tags.
Purpose and appearance

What do we use this service for?

We run competitor ad analysis to see which promises, offers and formats competitors rely on, and to find the message that sets your brand apart. The gaps we find become ad tests that help you stand out when people compare options. We lead with promises the brand can genuinely keep rather than copying competitors, and test results feed into the next monthly map.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

What can you see in competitors' ads, and what stays hidden?

The Meta Ad Library shows ads running on Facebook, Instagram and other Meta surfaces, their start date and how many variations of the same ad exist. The Google Ads Transparency Center lists ads from verified advertisers by region and format. TikTok Creative Center presents top ads and trends by region and industry.

None of them shows a competitor's spend, the audience they target or which ad drives sales. So we do not look for 'the best ad'; we read what the competitor is investing in. An ad that has been live for months with many variations shows that the competitor is sticking with that message. It does not prove success, but it is a strong clue.

How we classify competitor ads

Models classify the collected ads with a fixed label set. The set starts from the same skeleton for every brand, then expands by category. Promises we often see in e-commerce in Türkiye, namely installments, free shipping, same-day delivery, cash on delivery and easy returns, are kept as separate labels.

  • Core promise: price, speed, quality, trust, local production, sustainability
  • Offer: discount rate, coupon, installments, gift, free shipping
  • Platform and format: Reels, YouTube, In-Feed; video, carousel, catalog
  • Target person and moment: student, parent, professional; gift, need, self-reward
  • Destination: website, WhatsApp, app, form
  • Run time and number of variations

Turning competitor ad research into tests

Labeled ads become a message and offer map: how many competitors cluster around each promise, and which areas are empty. Because models sometimes mislabel Turkish wordplay, irony and local references, our team reads a random sample of ads one by one before drawing the monthly map. The model produces a draft recommendation; our team compares it with what the brand can genuinely deliver. A promise competitors are not using stays out of the plan if the brand cannot deliver it.

Each approved gap is written up as a hypothesis and added to the growth experiments list in the 90-day plan. For example, if every competitor leads with free shipping, we set up a test with a fast-delivery message in Meta and Google Search ads. The visual side of the test connects to our creative analysis, and competitors' search visibility to our competitor analysis.

How we manage Competitor Ad Strategy

  1. Account matchingWe match each competitor's Facebook page, Instagram account, Google advertiser name and TikTok account, and add sub-brands and dealer pages.
  2. Regular archivingWe archive live ads weekly with their visual, copy and start date, so an ad that goes offline is not lost.
  3. Promise labeling with two modelsOne model tags ads with promise, offer and format labels, a second model relabels the same sample, and our team resolves any disagreements.
  4. Gap mapWe map the density of promises and offers and mark the empty areas the brand can deliver on.
  5. Hypothesis and testWe turn an approved gap into a testable message and write into the plan which channel it will be tested on and with which metric.

Competitor Ad Strategy: metrics and requirements

Metrics we track

  • Promise density
  • New competitor ads per week
  • Ad run time
  • Number of variations
  • Number of gaps tested

What you need to get started

  • A list of competitor brands and their social accounts
  • The promises the brand can genuinely deliver: shipping time, returns, installments, warranty
  • Read access to your own ad accounts for comparison

Official sources

The Brand Move Data and AI Team

To learn more about Competitor Ad Strategy or other AI-assisted analysis services, contact The Brand Move Data and AI team today.

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Frequently asked questions

Competitor Ad Strategy: frequently asked questions

How can we see what ads our competitors are running?

Through public ad libraries: the Meta Ad Library for Facebook and Instagram, the Google Ads Transparency Center for verified Google advertisers and TikTok Creative Center for top ads by region and industry. We match each competitor's accounts across these sources and archive their live ads every week.

Can we find out competitors' ad budgets?

No. Public libraries do not provide spend data except for political and social issue ads. The number of ads, run time and number of variations give an indirect signal of how heavily a competitor is backing a message; we do not estimate budgets from this.

Couldn't we just adapt a competitor ad that has been running for a long time?

We do not recommend it. Repeating the same promise puts you second within the frame the competitor built, and customers cannot tell the two ads apart. Testing a promise that is open on the map and that you can genuinely deliver is usually more effective.

How soon will we know when a competitor launches a new campaign?

Because we scan the libraries weekly, a new promise or campaign usually makes it into that week's growth notes. We redraw the message and offer map monthly, because positioning does not change week to week, and a map that changes too often scatters the team's priorities.

Let's run a first Competitor Ad Strategy review together.

In a free call we look at your competitors and seasonal data together and show you, with a concrete example, what AI-assisted analysis can deliver first.

Book a growth call No sales pressure. Just findings.