What kind of deals are your competitors offering?

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What information are your competitors using?
You can see your competitors' public messages on their websites or social media posts. But what kind of messaging are they using in their paid content? Are they trying out a new positioning or testing a pain point you haven’t touched yet?

What strategies do competitors use to achieve results? Are they leveraging scarcity to create FOMO, or are they launching limited-time offers that require quick action? Or use bait and switch sales to attract customers? It’s worth considering whether their strategies may apply to your business as well.

Which funnel stage are your competitors targeting?
The Google Ads Transparency Center does not label each ad's funnel stage. But you can use signals like CTAs to determine which funnel stage corresponds to each ad. Do your competitors primarily run top-of-funnel ads or bottom-of-funnel ads? How does this compare to your team’s strategy?

What styles are your competitors using in their YouTube ads?
Are they filming live-action ads, creating animations or repurposing user-generated content? Do they use text overlays and custom subtitles to reiterate the message? If they're testing a video style that your team hasn't tried yet, it might be worth giving it a try.