Pay-per-click (PPC) advertising can be a powerful growth driver—especially for window treatment and awning companies in competitive markets. But launching ads without understanding what your competitors are doing is like stepping onto a racetrack blindfolded. PPC competitor analysis gives you visibility into what’s working (and what isn’t) for others, helping you make smarter decisions, avoid costly missteps, and maximize your budget.
In this guide, we’ll walk you through practical PPC competitor research techniques tailored for the window treatment and awning industry.
Why PPC Competitor Analysis Matters
Whether you’re bidding on “custom roller shades in [city]” or “awning installers near me,” there’s a good chance your competitors are too. Knowing their ad strategy can help you:
- Discover untapped keywords
- Uncover weaknesses in their campaigns
- Refine your messaging to stand out
- Adjust your bidding strategy for better ROI
Think of it less as spying and more as sharpening your strategy based on real data.
How to Identify Your PPC Competitors
Start With a Simple Google Search
Begin by searching your top keywords. For example:
- “Motorized blinds in Denver”
- “Outdoor patio shades installer [your area]”
Make note of which companies appear in the top results with the “Ad” label. These are your direct PPC competitors.
Use PPC Tools for Deeper Insight
Platforms like SpyFu, SEMrush, and Google Ads Auction Insights can show you:
- Who is bidding on your target keywords
- Their estimated ad spend
- Top-performing ad copy
- Landing page strategies
These insights give you a snapshot of what you’re up against and where you can gain a competitive edge.
Key Metrics to Analyze
Once you’ve identified your competitors, focus on the following areas:
Ad Copy and Messaging
Are your competitors leaning into value-based language like “free installation” or “same-day quotes”? Are they promoting brand-name products like Hunter Douglas, Graber, or Somfy?
If your copy reads similarly, you might blend in. If your offer is stronger, highlight that difference to stand out.
Keywords and Match Types
PPC competitor research helps you spot both high-competition keywords and niche terms your competitors may be missing. Look at:
- Branded vs. non-branded keywords
- Long-tail opportunities (e.g., “custom Roman shades for bay windows”)
- Negative keywords they may have overlooked
Landing Page Experience
What happens after someone clicks your competitor’s ad? Are they directed to a specific product or service page, or a generic homepage?
You’ll want to create high-converting landing pages tailored to the keyword intent—especially in a visual industry like window treatments and awnings where photos and local proof matter.
Diving Deeper: Budget Analysis
Understanding how much your competitors are spending can help set expectations and uncover opportunities.
Estimate Spend with Tools
Platforms like SpyFu and SEMrush estimate monthly spend per domain. If a local awning competitor is putting $2,000/month into Google Ads while you’re spending $500, it could explain why they dominate top positions.
Spot Budget Priorities
You may find that competitors push spend during the spring and summer months when awnings and sun shades are in higher demand. Analyzing seasonality helps you decide whether to ramp up or redistribute your own budget more effectively.
Track Budget Shifts Over Time
Budget increases may signal new product launches or expansions into new markets. Drops could mean they’re shifting strategy—or struggling to convert. Keep an eye out for trends.
Exploring Competitor Display Ad Strategies
Display ads are another important area of PPC competitor analysis, especially for brands trying to build visual recognition.
Analyze Creatives and Placements
Use tools like Moat or SimilarWeb to view the banner ads your competitors are running. Note:
- Their use of imagery (e.g., staged window treatments, before-and-after photos)
- Promotional language (“25% Off This Month”)
- Which websites their ads are appearing on
Retargeting Clues
If you see the same brand’s ads follow you around after visiting their site, that’s retargeting in action. You can mirror this approach for your own high-intent website visitors, especially those who abandoned a quote form.
Creative Opportunities
Are competitors using dated visuals or lacking strong calls to action? There’s your opening. Professionally designed display ads that show off your best installations or customer reviews can build trust and clicks.
Tips to Outperform the Competition
Focus on Localized Ad Extensions
Use site links, callouts, and location extensions tailored to your service areas. For example, if you serve coastal areas, highlight UV protection or salt-resistant materials.
Track Seasonal Trends
Window treatments and awnings often follow seasonal demand. Use historical ad data to understand when competitors ramp up their budget—and plan your promotions accordingly.
Set Up Google Alerts
Stay updated on new campaigns your competitors launch. Set up alerts for their brand name, specific promotions, or product keywords.
FAQs on PPC Competitor Analysis
1. How often should I conduct PPC competitor analysis for my window treatment business?
Ideally, once per quarter. However, if you’re in a highly competitive market or running seasonal campaigns, monthly checks can help you stay ahead of sudden changes in ad strategies or new market entrants.
2. What if my competitors have much larger budgets than I do?
Focus on niche or long-tail keywords, improve your Quality Score, and offer strong local value propositions. A lean strategy built on precision often outperforms a broad but unfocused one.
3. Can I use competitor keywords in my own PPC campaigns?
Yes, but with caution. Bidding on competitor brand names is allowed in most cases, but using their trademarks in ad copy can lead to account violations. Instead, position your business as a high-value alternative through unique offers and local service.
Ready to Take the Guesswork Out of PPC?
PPC competitor analysis isn’t about copying—it’s about learning. By observing what similar businesses are doing well (and not so well), window treatment and awning companies can craft smarter campaigns that win more clicks, convert more leads, and stretch ad dollars further.
Window Treatment Marketing Pros specializes in helping businesses like yours grow through data-backed digital marketing. Let us help you turn competitive insights into high-performing ads.
