Home Free toolsFree competitor audit

CompetitorsFree · no sign-upReads live data

Free competitor audit

You know who your competitors are; this shows how they do it. Type your website and up to three rivals to compare all four side by side on the basics Google and AI tools check, open each rival's live ads on Google and Meta, and, if you want more, ask our team for a full competitor audit, free.

Your site vs three rivals, side by side
Their live Google and Meta ads
A full audit by our team, free

1Fill in a few boxes
2See your result straight away
3Unlock the full report, free

Rather have a person look at it? We will go through your numbers with you on a free 30-minute call.

Book a free call

How do I do a competitor analysis for my business?

Start with the businesses that appear above you for the searches that bring you customers, not only the ones you think of as rivals. On Google, the businesses that win your searches are your real competitors, even if you have never heard of them.

Then compare four things: their website, the searches they rank for, the ads they run and their reviews. The free tool does the first part in a minute; the others take a few hours by hand, or a full audit.

Search your three main services with your town, and note who is in the top three.
Run your site and theirs through the tool to compare the basics.
Open their live ads in Google's and Meta's ad libraries.
Compare review counts, ratings and how recent the reviews are.
Note what they offer that you do not, such as prices or a guarantee.

How can I see my competitors' ads in the UK?

Google's Ads Transparency Center lists the ads a verified advertiser has run on Google Search, YouTube and Google's other services, by region and date. Meta's Ad Library shows every ad currently running on Facebook, Instagram and Meta's other apps, with the date each one started.

Neither shows what an ordinary ad cost or who it was aimed at. What they do show is just as useful: the offers, the words and the videos a competitor keeps paying for. An ad that has run for months is probably earning its keep, so note the offer, the headline and the call to action it repeats.

What does the free competitor audit check?

The tool reads the home page of your site and of up to three rivals once, as any visitor would, and grades each two ways. The website score covers search basics and how easily a visitor can get in touch; the AI readiness score covers whether ChatGPT, Claude and other AI tools can read and recommend the site.

Each check passes, half-passes or fails. A check the tool could not read is left out of the score rather than counted against anyone.

The checks behind the two scores
Check	Score	Why it matters
Page title, description and one main heading	Website	What Google shows, and what the page is about.
Works on a phone, and page weight	Website	Many visitors arrive on a phone, often on a slow connection.
Tap-to-call number and an enquiry form	Website	How a visit becomes an enquiry.
Reviews or testimonials	Website	Proof that helps a visitor trust you.
Google may index the page, HTTPS, canonical tag	Website	Whether the page can rank at all.
AI search crawlers allowed	AI readiness	Whether ChatGPT, Claude and Perplexity may read the site.
Words readable without JavaScript	AI readiness	Many AI crawlers do not run scripts.
Business facts marked up	AI readiness	Structured data that names the business and its details.
Questions and answers, llms.txt, sitemap	AI readiness	Clear answers and pages for AI tools to find.

The checks the free tool runs on each home page in 2026. The scores compare sites on the basics; they are not a full audit.

What should I do after a competitor analysis?

Do not copy a competitor's site or ads; find the gaps between you. If every rival scores higher on lead capture, fix your form and phone number first, because that costs little and helps every visitor.

Then pick one or two places to beat them: a service page they do not have, a search they rank for that you could own, or an offer in their ads you can better. Small, specific wins add up faster than trying to match everything at once.

Run the comparison again in three months. Your rivals change too, and the scores tell you whether the gap is closing.

How the tool works

Type your website and up to three competitors'.
We read all four sites and grade each on SEO, lead capture and AI readiness.
Open each rival's live ads in Google's and Meta's own ad libraries.
Ask for the full audit: our team looks at keywords, content, links and ads and sends you what we find.

How Scale Oxford helps

How Scale Oxford's full competitor audit works

A person on our team looks at your rivals in depth and emails you what we find, free. We do it because it is the clearest way to show what we would do first.

List the searches your competitors rank for and you do not, with how often each is searched.
Review their best pages, who links to them, and the ads and offers they keep running.
Name the three things we would do first to overtake them, in order.

Book a free call See our free SEO audit

Case study · Omega PowerliftingScale Oxford grew revenue from organic search by 168% for Omega Powerlifting. Lifters who knew the name found the shop, and lifters searching for the kit itself found the big retailers. We fixed the shop’s structure first, then gave every search a page that answers it.↑ 168%More revenue from organic search↑ 241%More clicks from non-brand searches↑ 57Product searches on page one of GoogleRead the case study →

Questions people ask

How do I see what ads my competitors run?

Google's Ads Transparency Center and Meta's Ad Library show every ad a business is running, free. The tool opens both for each competitor, set to the UK.

What does the full competitor audit include?

The searches your competitors rank for and you do not, their best pages, who links to them, their ads and offers, and the three things we would do first to overtake them.

Is the full audit really free?

Yes. A person on our team does it and emails it to you. We do it because it is the best way to show what we would do.

Will competitors know I looked?

No. We read their public website once, as any visitor does, and the ad libraries are public.

How do I find out who my real competitors are online?

Search for your main services with your town and note who appears in the top three results and on the map. Those businesses win the searches that bring customers, even if you have never met them. Repeat it for each service, as the winners often differ.

How do I see which keywords my competitors rank for?

Paid SEO tools such as Ahrefs or Semrush estimate the searches a site ranks for. Without one, search your main services and note where each rival appears. Our full audit includes this list, with how often each search is made.

How often should I check my competitors?

Look at their ads and their Google results every month or two, and run a full comparison every three to six months. A new rival, a new offer or a redesign can change the picture quickly.

Is it legal to look at competitors' websites and ads?

Yes. Websites and the ad libraries are public, and looking at them is ordinary market research. What you must not do is copy their words, pictures or designs, which are protected by copyright, or use their trade mark in a misleading way.

Why does my competitor rank above me with a worse website?

Ranking depends on more than the home page: links from other sites, reviews, how long the site has been around, and pages for each service and town. A rival can score lower on the basics and still win on those. A full audit shows which one is holding you back.

Can I bid on a competitor's name in Google Ads?

Google lets you use a competitor's brand name as a keyword in the UK, but their trade mark can be blocked from your ad text if they complain to Google. These clicks are often expensive and can start a bidding war, so test carefully.

What does a competitor's AI readiness score tell me?

How easily AI tools such as ChatGPT can read their site and pick out the facts about the business. A rival with a higher score is more likely to be understood, and so recommended, when a buyer asks an AI assistant for a business like yours.