How to accurately identify competitors in Paid Media

Do you really know who you're competing with in paid media? Many competitive analyses remain superficial. To truly understand who is targeting your audience, you need to pay attention to signals like business listings on Google or other online directories, active ads in circulation, highly specific targeting strategies (e.g. aimed at particular profiles or customised audiences), or strategic partnerships. Simply looking at the most visible ads in the sector isn’t enough.

At a local level, the most active businesses tend to stand out in directories like Google Business Profile (formerly known as Google My Business). The frequency and quality of their ads reflect their actual commitment to the channel. To identify local competitors, it’s worth searching on social media filtered by location or sector and complementing this with a review of ad libraries. Cross-referencing these sources helps identify patterns and spot who is most actively engaged.

On a national scale, the analysis should take into account the market’s geographic diversity. Running searches from cities like Madrid or Barcelona — where there’s a high volume of digital searches and commercial activity — helps surface businesses with broad and active presence. Ad libraries show how these brands segment their campaigns across regions. Additionally, being listed as a top seller or featured collaborator on marketplaces like Amazon or Miravia often signals a strategic use of these platforms to expand reach and visibility.

In an international context, applying this same logic across multiple countries helps reveal market-specific strategies. Strong global competitors usually tailor their campaigns and creatives by country — something that becomes visible in public ad libraries. Again here, partnerships with marketplaces are a strong signal of international ambition and paid media maturity.

Analysing paid media competitors is not about copying tactics — it’s about understanding the landscape you're operating in. Poorly identified competition can lead to wasted resources or missed strategic opportunities.

What’s your method for spotting competitors?