Creating engaging ads can mean the difference between someone scrolling past your ad or becoming a customer on your website. To make engaging ads you are going to want to write copy that will catch the eye of potential leads.
Here are the tools and report that will help you research your advertising competitors and create the best ads for your campaigns:
Study a competitor’s use of Google Shopping ads to see the products they advertise through product listing ads - PLA Research
Pull a complete analysis of your competitors Google Display Network campaigns, including the device type and their most prominent publishers - Display Advertising
See all of the domains that placed bids and ranked an ad within Google's top 8 positions for a specific keyword over the past year - Keyword Ads History
You will find all of these tools under the Advertising toolkit in the main menu.