SpyFu helps you spy on your competitors use their search marketing secret formula to improve your own business. Deep research or quick glimpses at their ad habits show you what works and what to avoid when you’re connecting with your target audience.


Spyfu is an intelligence tool most used to investigate your competitors and get a report on their keyword ranks, the Google ads they buy, and their biggest competitors among other extra services they offer. In the PPC world, it’s mostly used to get a campaign performing for your customers. They don’t have a free version nor trial and their prices begin at $33/month.


Product Details

Free trial: No

Key Product Features:

SEO Research and Reports, PPC Research, Keyword Research and Rank Checker, SERP Checker, Domain Overview.

Pricing: $39-$299

Pricing discounts: Annual

The product good for:

  • Freelancers
  • Startups
  • Small businesses
  • Medium businesses
  • Enterprises

Business Info

Date founded: 2005

Number of employees: 11-50

Number of users: Greater than 1000

Company Website: https://www.spyfu.com/

We are also on:

Team Members

Michael Roberts

Founder & CEO 

David Fiske

Senior Founding Partner

Software Reviews

Melanie E


“One of the Better Keyword Tools I Make Regular Use Of ”

Overall: In terms of helping to give SEO clients an edge it's a great tool, and its lead gen capabilities are excellent as well. It's a 'stay in the toolbox' software when I have trialed and tried out many more that have long since been retired.

Pros: The volume of information that can gathered. Not only can you track competitor keywords but it's an excellent prospecting tool for lead gen, which is a lesser known aspect of the software. The relative ease of use is another bonus, the reports and dashboards are a lot clearer and easier to use than many of the other SEO tools I use/have used.

Cons: It's a bit pricey, but it has proved itself in terms of ROI from both improved SERPS positioning and lead generation. Customer service could be a little better too.

Russell G


"Was great to start but has become lackluster."

What do you like best?

The layout and options for competitive analysis of other businesses in the same industry as my clients. When I first starting understanding the power of SpyFu, it was incredible to recognize the many local businesses that engaged in PPC campaigns. Understanding the market for ad spend in a month was crucial for determining a fair price point.
Review collected by and hosted on G2.com.

What do you dislike?

The decision to move away from providing crucial information related to local searches. The support team indicated that SpyFu will focus on national search campaigns only with less content available for campaigns that focus on specific areas. The video that tried to explain why a URL that served an ad in Google was not showing up in Spyfu became limited once the occurrence of such events happened on a regular basis.
Review collected by and hosted on G2.com.

Recommendations to others considering the product:

If you are running national campaigns and seeking intelligence then SpyFu is great, otherwise, it's suggested to find another tool.
Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

When local search campaign analysis was available, it was an amazing tool to help propose potential clients about the value of using a PPC strategy. Benefits for SEO or other national campaigns have not been realized yet. Ultimately, I want to be able to use SpyFu as the only tool for competitive analysis on PPC campaigns. If an ad shows up in Google, I would like to see it in SpyFu or be able to simply submit a ticket that the team can begin tracking the domain associated with the ad.

Armando F


What do you like best?

The SpyFu spirit! - c'est le ton qui fait la musique - There Support, very helpful blogs, value for money, their generous help during the pandemic, affordable monthly price compared to competitors and the fact that I can pause and continue without losing data
Review collected by and hosted on G2.com.

What do you dislike?

  • That it does not have a database for german speaking countries like Germany, Switzerland, Austria
  • That I can't add results from keyword research to projects which are EXCLUDED from SpyFu's tracked keywords. (My workflow starts with a longer list sometimes not knowing where my main focus is when I start to collect. Therefore I would like to decide if I would like to have the content of a project to be tracked or not.
    Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Keyword Research is my favourite besides lots of other helpful features. I love the filter functions which allows me to include and exclude lists of queries to narrow my focus on niches and long term queries. And I like the ability to easily add my results to different projects I am working on. I also like that SpyFu is continuing to get better and not to forget the funny guy who does such a great job in their training videos.

What the Interwebs Say

Users are very happy with the competitor analysis and insights the tool offers. However, some complained there is no free version and there’s a big difference between the least paid version and the higher ones. Also, since the tool uses 7-year data analysis for their keywords and domain research, users recommend using a different tool if you are investigating an old domain because there’s a lack of information in that area. Users also found the tool very intuitive and easy to use.