Spyfu

SpyFu specializes in competitive intelligence for paid search: you see the keywords your competitors spend on in Google Ads, the ads they've run for years (the most effective ones), and their historical variations. A huge advantage for those wanting to optimize their PPC campaigns.

SpyFu is a competitive intelligence tool focused on Google Ads campaign analysis and competitor keyword research. The main feature is PPC competitor analysis: enter a competitor's domain and SpyFu shows the keywords they're advertising on, the estimated monthly Google Ads spend, the ads they've used over time and the copy variations tested. Historical data is one of its strengths: SpyFu maintains years of competitor PPC campaign data, letting you see which ad copy has survived longest (a signal it works) and how strategy has changed over time. On the SEO side, the platform shows competitor organic keywords, ranking changes over time and untapped keyword opportunities. The interface is very accessible compared to competitors like Semrush, with lower prices and an excellent choice for those primarily running PPC campaigns who want competitive intelligence without paying for a full SEO suite.

For PPC marketers, advertisers and agencies managing Google Ads campaigns who want competitive intelligence on competitor keywords and ads, with in-depth historical data.

SpyFu has a free version with limited data and reduced search count, useful for evaluating the tool. The Basic plan starts at $39 per month billed annually ($49 monthly) and includes unlimited searches with limited exports; the Professional plan at $79 per month annually adds unlimited exports, API and advanced features. Compared to Semrush ($130+/month) it's a much more affordable choice for those focused on PPC intelligence.