Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms.
Correct Answer
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
Why is this the correct answer?
To understand how his ads rank against specific competitors appearing for the same search terms, the client should use the Auction Insights report, which shows how often his ads rank higher in search results than those of other advertisers. The Auction Insights report provides competitive data including impression share, overlap rate, position above rate, and top of page rate — specifically comparing your ad performance against other advertisers in the same auctions. This directly answers the client's question about competing alongside another advertiser.
Why are the other options incorrect?
Use the top movers report which campaigns have seen the biggest change in clicks since last month
The Top Movers report identifies which campaigns have seen the biggest changes in performance over time — useful for diagnosing performance shifts, not for competitive comparison.
Use the paid & organic report to show when his website appears in organic search, with no associated ads
The Paid and Organic report shows when the website appears in organic search alongside paid ads — useful for channel strategy, not for comparing against specific competitors in auctions.
Use the Search term report to show which search terms lead to the most clicks on his ads
The Search Terms report shows which queries triggered ads — useful for keyword management, not for understanding competitive ad positioning.
Real-World Example
A solicitor notices a competitor's ad appearing alongside theirs every day. They run the Auction Insights report and discover the competitor wins the top position in 68% of shared auctions while their own top of page rate is only 34%. This prompts them to improve Quality Score and increase bids, eventually achieving a 52% top of page rate.