Auction Insights | See Your Place in the Competition
Auction insights is the only genuine competitive data Google Ads gives you. It is not an estimation tool — it is produced from your own account’s real auction records, which makes it the most reliable part of competitor analysis.
The metrics in the report
Impression share tells you what proportion of eligible auctions you actually appeared in. If it is low, either budget is insufficient or bids and Quality Score are — separating those two causes is the first job.
Overlap rate shows how often you enter the same auctions as a given competitor; this metric identifies who your real competitors are. Outranking share tells you who appears higher in the auctions where you both show.
Top-of-page rate and absolute top rate show where your ad sits on screen. These matter not because high is good but because of what converts — the top position is not always the profitable one.
Reading the change
A single period’s snapshot gives limited information. The value is in change over time.
If a new domain enters and climbs fast, a new competitor has entered the market. If your own impression share falls, either competition intensified or something broke on your side; separating them requires looking at your budget status and Quality Score.
Read brand and non-brand separately
Impression share in your brand campaign is naturally high and is not a measure of success. Share in non-brand campaigns shows your real competitive strength.
Read together in one report, the picture looks better than it is. That split is one of the most important distinctions on the reporting side.
Turning it into a decision
The report should answer one of three questions: should I raise budget, should I raise bids, or should I withdraw from this keyword.
If impression share is lost to budget, the answer is budget. If it is lost to rank, the answer is bids or Quality Score. If a competitor has far higher customer value and consistently outranks you, not competing on that keyword is a legitimate decision — that budget can earn more on narrower, higher-intent searches.
How do we start? First I read your auction insights with a brand and non-brand split to map your position. I send where to push and where to withdraw in writing. You can reach me from the contact page.
Frequently Asked Questions
Can I see a competitor’s budget in this report?
No. The report shows relative position only; spend, cost per click and conversion data are not shared.
Is every domain in the list a real competitor?
No. Everyone entering the same auction appears; some do different work but target similar keywords. Those with high overlap rates are your real competitors.
How often should I check it?
It does not need constant monitoring. Checking when there is an unexplained change in performance, and before a budget increase decision, is enough.