We just rolled out a massive PPC data expansion across SpyFu. And this isn’t a tweak or a tune-up—it’s the biggest upgrade to our PPC data in years.

Starting at the beginning of the new year, new PPC data began flowing into SpyFu, and it will continue to grow. The result is a much more complete view of the paid search landscape than we’ve ever had before. Quite honestly, it’s more PPC data than we’ve had at any point—and more coverage than you’ll find anywhere else in the industry.

This update changes what you can see, what you can trust, and what you can do with PPC competitive research.

From a Sample to the Full Market

Previously, even strong PPC tools could only capture part of what was happening in the market. You might have been seeing the biggest advertisers and the most obvious keywords—but not the full picture.

Now, SpyFu is capturing a dramatically larger portion of the PPC ecosystem.

You’re seeing far more ads, including long-tail and niche variations that used to be invisible. You’re seeing more keywords—especially the ones competitors consistently rely on. And you’re seeing more advertisers, not just the biggest spenders, but nearly everyone active in your space.

This isn’t just “more rows in a table.” It’s the difference between working from a sample and working from reality.

Why Your PPC Charts May Look Different (in a Good Way)

With new data loading in, some PPC overview charts may show noticeable jumps in keywords, ad spend, or clicks. That’s expected—and it’s a sign that the data is finally catching up to what’s actually happening in Google Ads.

Over the past year, we kept PPC charts steady when fresh data was limited, specifically to avoid giving the impression that advertisers had stopped running ads. Now that reliable data is flowing again, those charts will better reflect real advertiser activity, month by month.

Ad History will also continue to fill in over time. Right now, a shorter history window is normal as new ads accumulate, and you’ll see more variations appear and persist as coverage grows.

Occasionally, we saw ads for a few keywords here and there. You can see "fitness classes near me" in the image above has an ad from November along with new ads in December--like every keyword in the list.

Just because that ad appeared in November does not mean that the advertiser skipped the other keywords that month. That's usually a story you can get from Ad History, but not in this specific stretch of time. For months before the dotted line at December 2025, do not take a blank to mean "no ad." Instead, use the new ads going forward to give you far more confident signals about which ads ran and which did not.

Everything Built on PPC Data Just Got Stronger

This expansion ripples across the entire SpyFu suite. Every tool built on PPC data just became more powerful.

Kombat now shows a truer overlap between competitors—keywords one site owns, keywords everyone is bidding on, and gaps that were previously hidden. Competitive patterns that were fuzzy before are suddenly obvious.

And SpyFu GPT benefits just as much. It’s now working from a much more complete dataset, which means you can ask smarter questions and get answers grounded in real market behavior. Long-tail gaps, under-the-radar competitors, emerging keyword themes—this data makes those insights possible.

What This Unlocks Going Forward

More data isn’t the goal by itself. Clarity is.

With this PPC expansion, you can finally analyze competitive behavior with confidence instead of assumptions. You can spot patterns that weren’t visible before. And you can make decisions knowing you’re looking at nearly the full market—not just the loudest slice of it.

This is the foundation for everything coming next. And we’re just getting started.