Why Your Competitors Are Getting Better Leads—And How to Fix It

 In this dynamic episode of “Clicks & Clarity with Claire,” Claire Jarrett, CEO of Jarrett Digital, pulls back the curtain on why your rivals are scooping up the best leads—and exactly how you can beat them at their own game. 

You’ll learn Claire’s step-by-step framework for auditing competitor keywords, crafting ads that out-promise the rest, and reverse-engineering high-converting landing pages. 

Plus, she breaks down the smarter bidding tactics, data-driven testing routines, and expert insights that turn every campaign into a scalable growth machine. 

Tune in and transform your Google Ads strategy into your fiercest competitive advantage. 

https://www.clairejarrett.com/

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Transcript

Hey everyone, I’m Claire Jarrett, CEO of Jarrett Digital, and today we’re cutting straight to the chase on one question: why are your competitors consistently pulling in better leads, and how you can turn that around fast. No sugar-coating—just the hard truths and the exact steps you need to take.

Most businesses spend their budgets praying for clicks, but they forget to look over the fence. Meanwhile, your competitors are quietly siphoning off your best prospects because they know exactly what you don’t: a rigorous competitor analysis. If you keep throwing money at ads without understanding who’s outranking you and why, you’ll never fix the leaks in your funnel.

First, audit your keywords. Don’t bid blindly on every term under the sun. Identify which searches trigger your competitors’ ads—especially branded terms. If you’re unintentionally bidding on their name, you’re literally paying Google to send leads to someone else. Block those names as negatives in your core campaigns. If you decide it’s worth chasing a competitor’s brand, spin up a dedicated “competitor” campaign with its own budget, messaging, and bid strategy. That way you can capture people searching for “Competitor X” without diluting your main campaigns or inflating your overall cost per lead.

Next, dissect their ad copy. Pull the search terms report for your competitor campaigns and list every headline and description your rivals are running. Look for patterns—are they leading with price, free trials, or time-sensitive offers? Then craft ads that out-promise them on the same keywords. If they promise a “free thirty-day trial,” go for “Instant Access: free thirty-day trial today” or “Risk-Free thirty-day trial—Start Now.” You control relevance, and relevance drives Quality Score, which drives lower costs. Don’t rely on vague, generic messaging—be specific, urgent, and crystal clear about the benefit.

Then, reverse-engineer their landing pages. Click on every competitor ad, study their URLs, and map out their page structure: headline, subhead, form placement, trust badges, testimonials. Spend real time on this—ten minutes per page isn’t optional, it’s mandatory. Once you’ve identified their winning elements, replicate them on your own site—but do it smarter. Build one page template with those proven elements, then clone it for each ad group, swapping headlines and offers to match the exact search intent. This “spin and win” approach not only saves your designers hours, it turbocharges your Quality Score by delivering a laser-targeted landing experience.

Now, knowing all this intel is one thing; executing on it is another. Here’s where working with a specialized team like ours gives you an edge:

• Smarter bidding strategies. Too many advertisers default to “Maximize conversions” and watch their budget melt on low-intent clicks. Instead, we blend automated bidding: use “Maximize clicks” on high-volume, high-competition competitor terms to dominate share of voice, and switch to “Target CPA” on your core, bottom-of-funnel keywords to control cost per lead. We monitor and adjust bids weekly, not quarterly, so you never miss shifts in auction dynamics.

• Better ad creative. Every ad we build passes a five-point relevance checklist: exact keyword match in headlines, a compelling emotional or logical hook, a clear and differentiated offer, a concise call to action, and a final sanity check against Google’s recommendations to ensure nothing auto-inserted undermines performance. No more one-size-fits-all ads; each variation speaks directly to the searcher’s needs.

• Optimized landing pages at scale. We start with one perfected landing page, then automate the cloning process for each ad group. We embed dynamic headlines that change based on the user’s keyword, integrate clear trust signals, and test page elements continuously. You get a library of hyper-relevant pages without the headache of constant redesigns.

Let’s be real: you could try to DIY all this, but without a dedicated process and experienced team, you’ll waste budget and time. We’ve taken clients from a one hundred fifty-dollar cost per lead down to under fifty dollars within one month by applying these exact tactics. We’re talking double or triple the lead volume on the same spend—all because we out-think and out-execute the competition.

So here’s the bottom line. Stop letting your competitors siphon off your best prospects. Follow these steps: audit and segregate competitor keywords, analyze and out-craft their ads, reverse-engineer and optimize landing pages, then layer on smarter bidding, tailored ad copy, and scalable page templates. Do this, and you won’t just keep up—you’ll out-lead every rival in your industry.

Ready to close the gap and start stealing their thunder? Reach out at ClaireJarrett dot com or shoot me a message on LinkedIn. No fluff, no excuses—just results. Let’s make your competitors wish they had your lead flow.