Free PPC

Toolkit

The framework

Map yourself first, then 3 to 5 direct competitors. Score every dimension. Classify what you find by adoption rate. Pressure-test white space before recommending anything.

The 6 dimensions

Adoption rate classifier

Score each dimension across all competitors. Adoption rate decides what is actionable.

Ownability test (5 factors, all must pass)

White space is only valuable if you pass all five. Fail any and it is empty space, not opportunity.

1. Authenticity. Can you actually deliver this today, not aspirationally?
2. Evidence. Can you prove it with something a prospect would believe?
3. Relevance. Do buyers actually care, or is this a feature only you find interesting?
4. Believability. Will the claim sound plausible coming from a brand at your tier?
5. Defensibility. If a bigger competitor copies this in three months, can you still own it?

Where this output connects

Overview

A methodology for mapping the competitive landscape buyers encounter when they leave your ad and shop around. Treats price, trust, quality, and positioning as an interconnected ecosystem rather than a feature checklist. Tests white space for ownability, empty space nobody claims because nobody cares is a trap, not an opportunity. Use it before writing ad copy or landing pages so you know what you are walking into.

What you give it

• Your website URL
• Industry/service description (the more specific, the better)
• 3 to 5 competitor URLs (or ask the skill to identify them)
• What you are trying to understand: trust gap, pricing position, messaging angles, white space, or all of the above
• Optional: target keywords, known differentiators, geographic market

What you get back

• Your current positioning extracted first (headline, tier, claims, trust signals, pricing transparency, conversion mechanism)
• Per-competitor profile across the 6 dimensions
• Competitive landscape overview table (type, tier, story, threat level)
• Messaging landscape matrix with adoption rates classified as Table Stakes / Emerging Standard / Potential Differentiator / White Space
• Where you win, where you lose, and table-stakes gaps you are missing
• White space opportunities tested against the 5 ownability factors (authenticity, evidence, relevance, believability, defensibility)
• Strategic summary: market structure, your position, biggest opportunity, most urgent gap

How to use it

1. Provide your URL and a clear description of what you sell.
2. Drop in 3 to 5 competitors you actually lose deals to.
3. Tell the skill the question you want answered (positioning, messaging, gaps).
4. Read the messaging matrix to see what is table stakes vs differentiating.
5. Take the white-space recommendations into ad copy and landing page work, only the ones rated ownable.