# The best Google Ads spy tools > The best tools to see a competitor's Google ads in 2026, free and paid, with what each one shows and what it costs. Prices checked 20 Oct 2026. - **Author**: Marxx - **Published**: 2026-11-06 - **Category**: Ad research tools - **URL**: https://marxx.ai/library-best/best-google-ads-spy-tools --- The best way to see a competitor's Google ads is Google's own Ads Transparency Center, which you can open without paying. For their keywords and ad history, SpyFu starts at $29 a month billed yearly, and Semrush's advertising toolkit starts at $99 a month billed yearly (prices checked 2026-10-20). ## Quick comparison | Tool | Best for | What it shows | Starting price | |---|---|---|---| | Google Ads Transparency Center | Seeing a verified advertiser's ads from the past year | Ads on Search, Play, Maps, Shopping and YouTube | Free | | SpyFu | Competitor keywords and ad copy | SEO and PPC keywords, ads they have tested | Basic $39/month ($29 billed yearly) | | Semrush Advertising | Keywords, ad copy and Shopping ads | Keyword analysis, ad copies, Shopping ads research | Base $99/month billed annually | | BigSpy | Many ad platforms in one search | Google Ads next to Facebook, Instagram, YouTube and TikTok | Growth $159/month ($119 billed yearly) | | Adbeat | Display and native ads | Ads across 145 display networks | Standard $249/month ($200 billed yearly) | Prices read on each company's own site on 2026-10-20, in US dollars. ## Google Ads Transparency Center Google's FAQ says it lists ads from verified advertisers across Search, Play, Maps, Shopping and YouTube for one year after the ad was last shown. New ads take 48 to 72 hours to appear. Google also says it earns no revenue from these pages. It has limits. You see ads, not the keywords behind them. You cannot click an ad to reach its landing page, and Google calls that change permanent. Impression ranges appear after a 90-day delay. Our [step-by-step guide](/guides/how-to-use-google-ads-transparency-center) shows how to search it. ## SpyFu Its site says it shows the SEO and PPC keywords your competitors buy and rank for, and every ad they have tested. - **Basic:** $39/month, or $29 billed yearly. 1 user, exports capped at 10,000 rows. - **Pro + AI:** $119/month after a $59 first month, or $89 billed yearly. Unlimited search results and exports. - **Team / Agency:** $249/month, or $187 billed yearly. 5 users. Say you want Basic for a year. Billed monthly it is 12 x $39 = $468. Billed yearly it is 12 x $29 = $348. You save $120. See [SpyFu alternatives](/alternatives/spyfu-alternatives) for other options. ## Semrush Advertising Semrush sells advertising research as its own toolkit. Base lists competitor keyword analysis, ad copies and Google Shopping ads research. Pro is $220/month billed annually and adds AdClarity, which covers display, video and social ads and competitor landing page views. ## BigSpy Google Ads data starts on the Growth plan. Free and Starter do not include it. Growth has 1 seat. Scale gives 5 seats at $399/month ($299 billed yearly). BigSpy is built around ad creatives, so it suits teams that want Google ads beside other platforms. ## Adbeat Adbeat tracks display, programmatic and native ads, including the Google Display Network. Its own pages describe display and native advertising. Standard is $249/month ($200 billed yearly) and covers 35 countries with 90 days of data. Advanced is $399/month ($315 billed yearly) and keeps one year of data with alerts for a rival's new ads. Enterprise is priced on a call. ## How to choose New to this? Read what an [ad spy tool](/glossary/ad-spy-tool) is first. 1. Start with the free Transparency Center to read the ads. 2. Add SpyFu or Semrush if you also need keywords. 3. Pick Adbeat only if display ads matter to you. 4. Pick BigSpy if you also research Meta or TikTok ads. Check country coverage before you pay. Adbeat names 35 countries on Standard. For the others, ask the vendor or use a trial. We make Marxx. It tracks competitor ads on Meta and Google and has an AI search over 100M+ ads back to 2022. It also reads Google Ads spend, campaigns and search terms. For free options first, see the [best free ad spy tools](/best/best-free-ad-spy-tools). ## FAQ ### Can the free Google tool show a competitor's keywords? No. It shows ads and impression ranges, not keywords. Use SpyFu or Semrush for keyword estimates. ### Are the numbers in paid tools exact? No. These tools cannot see inside a rival's Google Ads account, so read their figures as estimates. ### How long do ads stay in the Transparency Center? One year after they were last shown. Google keeps election ads for up to seven years in regions where it supports political advertising. --- - [More Ad research tools articles](https://marxx.ai/library-best/category/ad-research-tools) - [All articles](https://marxx.ai/library-best)