Why Target Underperformers?

• Already spending money — budget is proven
• Frustrated with results — open to change
• Your audit = instant value — proves your expertise

Tools to Find Underperformers

1. SpyFu — See PPC History & Wasted Spend

spyfu.com • Free tier + paid from $39/mo

• Enter any domain → See their entire PPC history (7+ years)
• Red flags it shows: Bidding on competitor names, broad match everything, low ad positions
• See exact keywords, estimated spend, ad copy variations

2. Semrush — Competitor Keyword Gaps

semrush.com • Free trial, from $139/mo

• Advertising Research: See competitor ad copies, landing pages, spend estimates
• Find gaps: Keywords competitors miss, underperforming ad groups
• Position tracking shows who's losing ground

3. iSpionage — Landing Page Intelligence

ispionage.com • From $59/mo

• See competitor landing pages + ad copy side by side
• Spot mismatches: Ad promises X, landing page shows Y
• Visual timeline of campaign changes