What is SpyFu?
SpyFu is a competitor research tool that shows which keywords any domain ranks for and buys on Google Ads, along with its ad copy and ranking history. You type in a competitor's website and see their organic and paid keywords, estimated clicks and cost per click. It is built for marketers who want to learn from what rivals have already tested.
SpyFu claims more than 18 years of historical search data across 38 countries. On top of research, it includes rank tracking for SEO and PPC, a site audit with AI-generated fixes, custom branded client reports and domain lists for finding sales leads. A SpyFu GPT inside ChatGPT and an API on the Professional plan extend the data to other tools.
SpyFu at a glance
How does SpyFu work?
- Search a competitor
Enter a rival's domain to see its organic keywords, paid keywords, ads and backlinks.
- Study ad history
Review past Google Ads campaigns and ad split tests to see what competitors kept running.
- Build keyword lists
Use the Google Ads Advisor and keyword tools to collect profitable terms and negative matches.
- Track and report
Monitor your SEO and PPC rankings and send branded reports to clients.
- Find sales prospects
Agencies can filter domains by ad spend and traffic to build lead lists with contact details.
SpyFu key features
Competitor keyword research
Download any domain's SEO and PPC keywords with clicks and cost data.
PPC ad history
See years of competitor ad copy and campaign changes.
Google Ads Advisor
Recommends keywords based on what competitors have bid on over time.
Rank tracking
Tracks SEO and PPC rankings weekly, with 5,000 to 15,000 keywords depending on plan.
Site audit
Checks for 100+ technical and on-page issues and proposes AI fixes for review.
Branded reports
Custom SEO reports for clients, with domain overview PDFs.
SpyFu GPT and API
Use SpyFu data inside ChatGPT, or pull it into your own tools with the API.
Domain lists and sales leads
Build lists of domains filtered by industry, location, ad spend and traffic, then pull contacts, which helps agencies find prospects that already invest in search.
Why use SpyFu?
- It reveals which keywords and ads competitors keep paying for.
- Long historical data shows how rival strategies changed over time.
- Low entry pricing compared with larger SEO suites.
- Negative keyword suggestions help cut wasted ad spend.
- A 30-day money-back guarantee lowers the risk of trying it.
Who is SpyFu best for?
A good fit for
- PPC managers running Google Ads
- Small businesses researching local competitors
- Agencies preparing competitor audits for pitches
- SEO specialists studying rival keyword strategies
Less suited to
- Teams focused on Bing or social ads, since data centers on Google
- Users needing daily rank updates, as tracking is weekly
- Anyone wanting a permanent free plan
SpyFu pricing
| Pricing model | Subscription |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | $39/month (Basic), or $33/month billed annually |
Professional costs $79/month ($58/month yearly) and removes search and export caps, adds 10+ years of history, more tracked keywords and API access. Limited-time discounts may apply, with a 30-day money-back guarantee. Additional seats cost $15 on Basic and $30 on Professional.
Prices checked October 2026. Vendors change plans often, so confirm on the official SpyFu pricing page before you buy.
SpyFu pros and cons
Pros
- Deep competitor PPC history
- Affordable entry plan
- Unlimited searches and exports on Professional
- 30-day money-back guarantee
Cons
- Basic plan caps searches, exports and history
- Rank tracking updates weekly
- Few native integrations beyond the API and ChatGPT
SpyFu integrations and platforms
Works with
Available on
SpyFu alternatives
See the full shortlist in Best SEO Tools.
SpyFu FAQ
Is SpyFu free?
SpyFu does not list a free plan on its pricing page. Paid plans start at $39 a month for Basic, or $33 a month billed annually, and come with a 30-day money-back guarantee. SpyFu sometimes runs limited-time discounts tied to its RivalFlowAI trial, so check the pricing page for current offers.
What is SpyFu used for?
SpyFu is used to research competitors' SEO and Google Ads strategies. You can see which keywords a domain ranks for or buys, how much those clicks may cost, what ad copy it has tested and how its rankings changed. Marketers then use SpyFu to build keyword lists, track rankings and report to clients.
Is SpyFu good for beginners?
Yes. SpyFu is simple to start with because most research begins by typing in a competitor's domain. The results are clear tables of keywords, ads and rankings. Beginners running Google Ads often find the ad history and keyword suggestions especially useful for planning their first campaigns.
SpyFu vs Semrush: what's the difference?
SpyFu focuses on competitor keyword and Google Ads research at a lower price, with long ad history. Semrush is a much broader suite with daily rank tracking, deeper site audits, content tools, local SEO and AI visibility tracking, but it costs considerably more. Many PPC specialists choose SpyFu for ad research alone.
Does SpyFu have an API?
Yes. SpyFu offers an API with documented endpoints for custom integrations and automated data exports. API access is included with the Professional plan. SpyFu also provides a SpyFu GPT that brings its data into ChatGPT for recommendations.
Sources
This overview is based on SpyFu's official website and documentation, checked October 2026.