Navigate to <https://adstransparency.google.com/>

Click the "Search by advertiser or website name" field.

Enter in a competitor name from your niche - accounting software will be used here as an example with MYOB. Ensure your country location that is applicable is selected. 

To view search ads only - Click "All formats"

Tip! Scroll down here to view all of this competitors search ads and select those that are most closely aligned with yours that can assist. 

Navigate to the previous competitor overview page

Click on relevant advertisements to analyse

Tip! Try not to copy competitors ads directly, use there creative as an inspiration for yours but add your own brand personality into it. 

Google

Step by step guide on using the Ad Transparency Centre on Google to view competitor ad creative. 

How to Analyse Competitors Google Ads