They say “good artists copy, great artists steal.”
In marketing, that means one thing: watch your competitors like a hawk—and learn from what works.
The best part? You don’t need a fancy subscription to a premium spy tool.
There are free tools out there that give you deep insight into how your competitors attract, engage, and convert their audience.
Here’s how to do it, step by step, with tools that won’t cost you a cent:
1. Milled – Spy on Your Competitors’ Email Campaigns
Website: https://milled.com
Ever wondered what kind of emails your competitors send?
With Milled, you can search and browse email campaigns from thousands of brands—without subscribing to their newsletters.
Use it to:
- See how they welcome new subscribers
- Analyze their sales emails, launches, and product updates
- Track email frequency, tone, design, and CTA patterns
It’s also a great way to monitor seasonal trends and get ideas for your own email marketing.
2. Meta Ad Library – See What Ads They’re Running Right Now
Website: https://www.facebook.com/ads/library
This is a goldmine for marketers.
Meta’s Ad Library gives you access to all active ads running across Facebook and Instagram.
Use it to:
- Track your competitors’ offers, creatives, copy, and formats
- Identify which ads have been running the longest (a good hint they’re working)
- Stay up to date with new campaigns in your niche
It’s free, doesn’t require an account, and can spark tons of creative inspiration.
3. Google Ads Transparency Center – Dig Into Google Search & YouTube Ads
Website: https://ads.transparency.google.com
Just like Meta’s Ad Library, Google now offers a way to see active ads across Search, YouTube, Gmail, and Display networks.
You can:
- Search for brands or products and see all their running ads
- Find video ads and analyze scripting, visuals, and pacing
- Understand how competitors position themselves on search terms
It’s especially helpful for identifying trends in paid search and video ad strategy.
4. Similarweb (Free Version) – Get a Glimpse of Traffic & Marketing Channels
Website: https://www.similarweb.com
While the full version of Similarweb is paid, the free plan still offers powerful insights.
You can:
- Estimate a site’s traffic volume and top-performing pages
- See traffic sources (organic, paid, social, referrals, etc.)
- Benchmark your site against others in your industry
This helps you understand where competitors are investing most and what channels are bringing in results.
5. BuiltWith – Reveal What Tech Stack They’re Using
Website: https://builtwith.com
Want to know what tools and platforms your competitors are using behind the scenes?
With BuiltWith, you can:
- Check if a competitor is using email platforms, analytics tools, CRMs, or A/B testing software
- See if they’re running tracking pixels or using live chat
- Understand how their website is structured and powered
This info can help you make smarter tech decisions—or figure out if you’re missing something they’re doing better.
🎯 Bonus: Follow the Footprints
Sometimes, the best “spy” work is just good digital sleuthing:
- Follow competitors on social media and turn on notifications
- Sign up for their email newsletters and test their sales funnels
- Add their products to cart and abandon—see if you get retargeted 😉
Final Thoughts
You don’t need a massive budget to do serious competitive research.
With the right free tools, you can ethically monitor your competitors, learn what’s working, and improve your own marketing.
Because in business, as in life, the best way to get ahead… is to learn from those already ahead.
Have another favorite tool or tactic? Drop me a message—I’d love to hear what’s in your competitor-tracking toolkit.
