How to Estimate Your Competitor's Ad Spend Without Access to Their Accounts
Use public ad libraries, SEMrush data, and impression modeling to build a realistic estimate of what competitors spend on ads.
You'll never get exact numbers, but you can get directionally accurate estimates that inform your own budget decisions. The approach combines multiple data sources to triangulate spend across search, social, and display.
For search, SEMrush and SpyFu provide keyword-level CPC estimates multiplied by estimated impression share. For social, Meta Ad Library shows active ad count and creative diversity, which correlates with spend. LinkedIn Ad Library shows follower count growth, which can proxy campaign spend.
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We'll walk through the full estimation process for a real competitor, showing how to combine these signals into a quarterly spend estimate with confidence ranges.
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