| name | google-ads-competitors |
| description | Google Ads competitive analysis using burnr8 MCP tools. Impression share interpretation, competitive gaps, and positioning strategy. |
| license | MIT |
| metadata | {"version":"0.6.1","author":"Harrison Hesslink","category":"advertising","updated":"2026-04-05T00:00:00.000Z"} |
Competitive Analysis
Use this skill with the burnr8 MCP tools to analyze competitive positioning.
Key Metrics
Call get_competitive_metrics to pull impression share data. Here's what each metric means:
| Metric | What It Means | Good | Warning | Action |
|---|
impression_share | % of eligible impressions you received | > 70% | 40-70% | < 40% |
top_impression_share | % shown above organic results | > 50% | 25-50% | < 25% |
abs_top_impression_share | % shown as the very first ad | > 30% | 15-30% | < 15% |
budget_lost_impression_share | % lost because budget ran out | < 5% | 5-15% | > 15% |
rank_lost_impression_share | % lost due to low QS or bids | < 15% | 15-30% | > 30% |
exact_match_impression_share | IS for exact match queries only | > 80% | 50-80% | < 50% |
Interpreting Results
Budget-Limited (budget_lost > 10%)
The campaign is profitable but underfunded. Every impression lost to budget is a missed conversion at your current CPA.
Action: Increase daily budget or reallocate from lower-performing campaigns. Use list_budgets and update_budget to adjust.
Rank-Limited (rank_lost > 20%)
Competitors outbid or outrank you. This is either a bid problem or a Quality Score problem.
Diagnose: Call get_keyword_performance and check Quality Scores.
- QS < 5: Ad relevance or landing page issue — fix the ad copy and landing page before raising bids
- QS >= 7: Pure bid competition — consider raising bids or switching to a target impression share strategy
Low Exact Match IS
If exact_match_impression_share is much lower than overall IS, your exact keywords aren't competitive. This often means competitors are bidding on your exact terms.
Action: Ensure top-converting keywords are on Exact Match with adequate bids.
Auction Insights (If Available)
Call get_auction_insights for competitor domain-level data. This requires Google API allowlisting (most accounts don't have access). If it returns an error, use get_competitive_metrics instead.
When available, auction insights show:
- Which competitor domains appear alongside your ads
- Their impression share vs yours
- How often they outrank you
- How often you outrank them
Presenting Results
Format as:
Competitive Position Summary
| Campaign | IS% | Top IS% | Budget Lost | Rank Lost | Action |
|---|
Opportunities (sorted by estimated impact)
Calculate: if budget_lost = 20% and current clicks = 100, recovering that share = ~25 additional clicks at current CTR.
Always ask for confirmation before executing budget or bid changes.
