Figo vs SpyFu for competitor monitoring
Figo vs SpyFu. SpyFu is the cheap way into years of a rival's Google Ads and SEO keyword history. Figo reports what rivals changed each week. Prices and fit.
SpyFu is the cheapest credible way to see what a competitor has bid on in Google Ads, and for how long. It came up in 11 of the 48 AI assistant answers we counted in September 2026 when buyers asked for a competitor monitoring tool. If your job is paid search research, it is a sensible first tool to buy.
Figo vs SpyFu comes down to research against watching. SpyFu answers the questions you bring to it: which keywords does this domain buy, which ad copy did they test, which pages earn their organic traffic. Figo checks your competitors once a week whether you ask or not, across Google, Meta and TikTok ads, pages, prices, rankings, social and reviews, and sends you what changed on Monday.
Prices below were read from each vendor's own pricing page on 4 October 2026.
Figo vs SpyFu, side by side
| Figo | SpyFu | |
|---|---|---|
| Built for | Being told what named competitors changed | Researching a domain's Google Ads and SEO keywords |
| Google Ads | Live ads from the Transparency Center, with creative, landing page and dates | Paid keywords and ad copy history, with spend estimates |
| Meta and TikTok ads | Yes, from both public ad libraries | Not covered |
| Keyword-level paid search data | No | Yes, the core of the product |
| History | A 12 month trend of estimated search traffic; changes recorded from the day you add a competitor | 10+ years on Pro + AI and Team/Agency; none on Basic |
| Organic search | Google positions and estimated traffic per competitor | Organic keywords, backlinks, rank tracking for 5,000 to 50,000 keywords |
| Page edits, pricing pages, reviews | Yes | No |
| Instagram, Facebook and Reddit | Yes | No |
| How it reaches you | Monday briefing by email and Slack, plus alerts on new ads or pages | Automated reports: 10 on Basic, 100 on Pro + AI |
| Entry price | $49 a month, 3 competitors | $39 a month, or $29 a month billed annually |
| Trial | 7 days of Starter, no card | None; 30 day money-back guarantee |
What SpyFu does better
Keyword-level paid search. SpyFu shows the keywords a domain has bought on Google and the ad copy it has split tested, so you see what they bid on, not only what they say. Figo reads the Google Ads Transparency Center, which shows the ads and where they point but never the keywords behind them. If you want to know whether a rival bids on your brand name, SpyFu can show you and Figo cannot.
History. On Pro + AI and above, SpyFu keeps more than ten years of data. Figo shows a 12 month trend of a rival's estimated search traffic, but its record of their ads and pages starts the day you add them. For a paid search audit of a new client's market, that back catalogue is the whole point.
SEO research as well. Organic keywords, backlinks, an AI site audit and weekly rank tracking for thousands of keywords. Figo tracks competitors' Google positions but does no backlinks, no audits and no keyword research.
The lowest entry price here. Basic is $39 a month, or $29 billed annually. Read the plan table before you buy it, though: Basic has no historical data, and the history SpyFu is known for starts on Pro + AI.
What Figo does that SpyFu does not
Meta and TikTok. If your rivals advertise on Facebook, Instagram or TikTok, SpyFu will not show you those ads. Figo reads the Meta Ad Library and the TikTok Ad Library as well as Google, and checks the advertiser really is the company you track rather than a business with a similar name.
It comes to you. SpyFu is a database you open. Figo runs its check every week and emails a briefing on Monday morning: what changed, the evidence, and one thing to do. New ads and new pages also trigger an email or Slack alert after the check. See a sample briefing.
The rest of the picture. Page edits with the before and after wording, the pricing page read as plans and prices, Google and Trustpilot reviews, Instagram and Facebook posts and Reddit threads. A new Google ad means more when the same briefing says the landing page behind it was rewritten that week.
What each costs for a small team
| SpyFu | Figo | |
|---|---|---|
| Entry | Basic: $39 a month, or $29 billed annually | Starter: $49 a month, 3 competitors |
| Middle | Pro + AI: $59 the first month, then $119; $89 billed annually | Growth: $99 a month, 8 competitors |
| Top published | Team/Agency: $249 a month, or $187 billed annually, 5 users | Agency: $249 a month, 20 competitors, 5 client workspaces |
Read the Pro + AI price carefully: the $59 is the first month only. Extra users on Pro + AI cost $30 a month each, so a team of three on monthly billing pays $119 plus $60, or $179 a month from month two.
Figo is billed monthly in US dollars, with no annual plan and no add-ons. Your own website is tracked next to your competitors without using a slot. Full plan details are on the pricing page.
Which one to buy
Pick SpyFu if you run Google Ads, you want the keywords and ad copy rivals have used over years, or you audit paid search accounts for clients. SpyFu alternatives and SpyFu pricing go further on both.
Pick Figo if you want to be told each week what competitors launched, especially on Meta and TikTok, and you care about their pages, prices and reviews as much as their keywords.
Do not pick Figo if your work is keyword-level paid search research, or you need spend estimates. Figo has neither, and a weekly briefing is no substitute for a keyword list.
Use both if you manage paid search for clients. SpyFu for the research afternoon when you take on an account, Figo for the Mondays after, so you hear about a rival's new campaign before your client does. The PPC competitor analysis guide walks through that first afternoon.
Try the free source first
Before paying for either, look your biggest rival up in the Google Ads Transparency Center and the Meta Ad Library. Both are free, both show the ads that advertiser is running now, and both are sources Figo reads. If ten minutes there answers your question, you may not need a tool at all. How to see every ad a competitor is running shows the steps for Google, Meta and TikTok.
Questions people ask
Can Figo tell me which keywords a competitor bids on?
No. Figo reads the public ad libraries, which show the ads, where they point and when they ran, but not the keywords that trigger them. Estimating a domain's paid keywords is SpyFu's core strength.
Does SpyFu have a free trial?
Its pricing page showed no free trial on 4 October 2026. It offers a 30 day money-back guarantee instead. Figo's trial is 7 days of Starter with no card.
Does SpyFu track Facebook, Instagram or TikTok ads?
SpyFu describes its ad data as Google: every keyword a competitor has bought on Google and every ad test they have run. For Meta and TikTok ads you need those platforms' own ad libraries, or a tool that reads them.
Is SpyFu's ad spend figure accurate?
Treat it as an estimate. No outside tool can see a competitor's real budget or cost per click, so the figures are modelled from positions and search volumes. They are useful for comparing advertisers and spotting trends, not for quoting.
See it on your own competitors
Figo checks their ads, pages, rankings and reviews every week, then tells you what to do in plain words. Set up in two minutes.
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