--- title: Adthena Reviews meta_title: 'Adthena Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 44 reviews by the users' company size, role or industry to find out how Adthena works for a business like yours. aggregate_rating: rating_value: 4.4 review_count: 44 scale: '5' date_modified: '2026-07-12' parent_category: name: Account-Based Data url: https://www.g2.com/categories/account-based-data --- # Adthena Reviews **Vendor:** Adthena **Category:** [Competitive Intelligence Tools](https://www.g2.com/categories/competitive-intelligence) **Average Rating:** 4.4/5.0 **Total Reviews:** 44 ## About Adthena Adthena is a market-leading, AI-driven search intelligence platform that helps enterprise brands and agencies maximize visibility and performance across AI Overviews, LLMs, and Google Ads. Founded in 2012 and headquartered in London, Adthena has teams across the UK, Europe, and the US, supporting global advertisers in some of the most competitive search landscapes. Adthena works with leading brands and agencies across industries including retail, travel, finance, automotive, and telecoms, helping them bring clarity to search and make smarter, data-led decisions in fast-moving markets. Adthena provides visibility across paid, organic and AI search experiences, including AI Overviews and LLM-powered results. Key capabilities include competitor and market monitoring, brand protection, Performance Max visibility, and automated brand bidding. Adthena removes blind spots across both traditional and AI-powered search, where advertisers often lack clarity on visibility, competition, and wasted spend. The platform turns complex search and AI search data into actionable insights, helping brands protect demand, improve efficiency, and drive incremental growth. Awards & industry recognition: - Best AI Search Software Innovation - APAC Search Awards 2026 - Best AI Search Software Innovation - Euro Search Awards 2025 - Best AI Search Software Innovation - US Search Awards 2025 - Best Software Innovation - Global Search Awards 2025 - Best Search Software Tool - UK Search Awards 2025 ## Adthena Reviews ### 1. A "Must Have" for SEM/SEO Teams **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Enterprise (> 1000 emp.) **Reviewed Date:** January 30, 2023 **What do you like best about Adthena?** Being able to monitor competitors across both SEM and SEO. Unlike other tools, Adthena actually scrapes the Google Search Results page and extrapolates its own data/measurement (good for external validation). **What do you dislike about Adthena?** Not being able to automate "exports" of reporting. Understand there is an API, but this requires a very technical team to help with integration. It is possible, i.e. export to Google's BigQuery and then export into Datastudio **What problems is Adthena solving and how is that benefiting you?** Visibility across both SEM and SEO in terms of Clickshare, Impression Share etc. Being able to monitor competitor adcopy and also flag any infringements. No other tool can do this well and/or as accurately. ### 2. Great tool for competitor insights. **Rating:** 5.0/5.0 stars **Reviewed by:** Michael C. | Search Engine Marketing Strategist, Mid-Market (51-1000 emp.) **Reviewed Date:** December 24, 2022 **What do you like best about Adthena?** Great insights to find who your competitors are on relevant search terms on Google Ads. You can also see what ads your competitor creates as well. **What do you dislike about Adthena?** Sometimes the UI gets a little glitchy, but other than that everything works great. Customer service reps are super helpful. **What problems is Adthena solving and how is that benefiting you?** See advanced insights on your competitors such as share of clicks, search term opportunities and discover new trends. ### 3. Adthena helped our clients save time and money **Rating:** 5.0/5.0 stars **Reviewed by:** Vinay R. | Head of Paid Search (PPC), Mid-Market (51-1000 emp.) **Reviewed Date:** October 08, 2021 **What do you like best about Adthena?** Adthena has been instrumental in our digital marketing efforts. Their cutting-edge technology, paralleled with their highly skilled sales/AM teams, has helped us get a deep understanding of the competitive landscape in a brutally competitive industry such as ours. Adthena's AI-powered platform sends us detailed reports and has helped save our clients a lot of time and money. We thank Adthena's efforts to help us and look forward to our continued collaboration. **What do you dislike about Adthena?** Nothing that I can think of. We get great insights from the tool. **Recommendations to others considering Adthena:** Adthena is a powerful tool to get competitors' insights. We get detailed reports on most aspects of competition, helping us make informed business decisions. I would highly recommend Adthena to any company or individual who are looking to get better insights on their competition. **What problems is Adthena solving and how is that benefiting you?** Adthena has helped us get valuable insights on the competitive landscape, which has helped us both in the markets that our clients currently operate in and also insights on new potential markets. Using Adthena's insights, we have helped save our clients both time and money. ### 4. Adthena validates or challenges my assumptions and brings new trends to my attention **Rating:** 5.0/5.0 stars **Reviewed by:** Will R. | Performance Director, Small-Business (50 or fewer emp.) **Reviewed Date:** September 27, 2021 **What do you like best about Adthena?** Adthena shows me the bigger picture of what's happening in my market. I see things that happen from my account and make assumptions on competitor activity and strategy, but Adthena validates my hypothesises with the data. It also points out new trends I haven't managed to spot yet, and identifying what's happening from a total market perspective is key to gaining market share and search revenue. One of the features I like is the spend vs clickshare metric, which shows relative spend efficiency. Knowing this helps me reinvest budget between my campaigns. The other feature I really like is the automatic screenshots of search results, particularly from competitors. This helps me because it shows me things I might not be seeing in my own search results, such as offers in other states and specific messaging for specific user segments I might not fall into. **What do you dislike about Adthena?** There's a bit of discrepancy between Google ads and Adthena, but for the most part, the trends are the same if not specific metrics. There's also a lack of a "contains" function to use within filters which would be helpful and quicker to use than search term groups. **What problems is Adthena solving and how is that benefiting you?** I'm seeing gaps in the market that my competitors aren't bidding on, and that lets me add in those terms and dominate those searches, which is worth incremental revenue to me. I can also prove market trends to support the search strategy that I otherwise would have to extrapolate or estimate. ### 5. Adthena can be an integral partner for search growth, with a great focus on customer success **Rating:** 3.5/5.0 stars **Reviewed by:** Adam C. | Head of Biddable Media, Mid-Market (51-1000 emp.) **Reviewed Date:** July 27, 2021 **What do you like best about Adthena?** Adthena have some excellent customer success teams. My experience with Anna Dutton, Alice Tonks, Stephanie Richardson, has been exceptional, just to name a few. As an agency, we have recommended Adthena to multiple clients off the back of their support. They do a great job of ensuring that we get the best out of the tool. The best thing Adthena gives us is detailed click share and impression share trends for customisable search term groups. Tracking your growth within the addressable search market is invaluable, providing an objective set of KPIs tailored to your business and vertical. If your goal is to dominate the search market in a particular vertical, you need Adthena. Aside, it's an excellent source of data to provide additional competitive context to your search performance, that delves deeper than native engine tools. **What do you dislike about Adthena?** The only downside is the scrapping frequency and the increasingly dynamic nature of Google SERPs according to audience, location, and context. Adthena's data must be used knowing this context, and some of the granular detail might be misleading if this is not considered. A thorough understanding of how search results work at the query-level is required. Using the tool to manage and control a search presence between paid and organic, at the keyword level, is out of step with modern automated bidding features. The tool can promise the ability to do this, so it's important to use the data in the right way. **Recommendations to others considering Adthena:** I would certainly suggest trialing Adthena. Their customer success teams can create a plan tailored to your business challenges to prove the tool's value. There are multiple ways it can be used, and I feel that there is value in it for many search adverisers as a result. **What problems is Adthena solving and how is that benefiting you?** -Providing valuable context to performance -Pursuing growth strategies and using Adthena as a KPI -Using Adthena as an additional measurement tool to assess the impact of withdrawing from search results -Policing trademark infringements by affiliates and competitors - Assessing competitor ad copy at scale, to inform ad testing ### 6. Adthena Provides Invaluable Insights Into Competition On Google **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Individual & Family Services | Mid-Market (51-1000 emp.) **Reviewed Date:** October 19, 2021 **What do you like best about Adthena?** The market trends and market share sections really allow us to monitor any changes in the landscape. The search term detail report is also very beneficial and helps us monitor our performance and our competitors' performance at the search term level. **What do you dislike about Adthena?** The limited visibility we have in the time of day/day of week performance. Not being able to see estimated clicks for adverts within the UI. Limited options for viewing screenshots of ads seen in the SERP. No granular data on which geos perform best. **What problems is Adthena solving and how is that benefiting you?** Google Ads provides such limited data on our competitors, and advertisers have lost some visibility into search term performance due to changes made to the search terms reporting. Adthena really helps to fill in those gaps and provide detailed information on what our competitors are doing and how they're performing in comparison to us. ### 7. Adthena's the best competitor analysis tool for me! **Rating:** 5.0/5.0 stars **Reviewed by:** Sabrina D. | Digital Marketing Specialist, Small-Business (50 or fewer emp.) **Reviewed Date:** June 09, 2021 **What do you like best about Adthena?** I like the Smart Monitor which keeps me updated on competitor movements. I also use their Market Trends a lot in my competitor analyses. **What do you dislike about Adthena?** I can't think of anything I dislike about Adthena. **Recommendations to others considering Adthena:** Adthena may not be the cheapest competitor analysis tool in the market but it is definitely worth it. The insights that you will get from this tool are really helpful when doing your campaign strategies, marketing plan, and even when you're planning your website restructure. I recommend Adthena especially to businesses with tight marketing budget. The value that you will get just by observing competitor movements and trends is really good and worth it. I also recommend this if you want to stay competitive in the paid search auction. **What problems is Adthena solving and how is that benefiting you?** Being a smaller firm, we're also a smaller player in the digital advertising space. Our budget obviously couldn't compete with the bigger firms but Adthena has somehow evened out the playing field for us. Having the capability to see competitor movements is a big plus in planning my campaign strategies. ### 8. Adthena Review **Rating:** 4.5/5.0 stars **Reviewed by:** Ayobami S. | Senior Marketing Executive, Enterprise (> 1000 emp.) **Reviewed Date:** November 04, 2021 **What do you like best about Adthena?** The ability to see when our competitors implement new ads. **What do you dislike about Adthena?** I'm not 100% sure how some of the metrics used in the tool are calculated—also, their integrity. **Recommendations to others considering Adthena:** Use it whenever you can to gain a better understanding of what you could do better and what your competitors are doing **What problems is Adthena solving and how is that benefiting you?** Understanding competitor strategy and unique selling points. We can gain a better understanding of what our competitors are doing, can modify our approach to combat them. ### 9. The best competitive search technology in world **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** October 28, 2021 **What do you like best about Adthena?** Outstanding innovation and continued development of the leading product in this $BN dollar advertising field, Without a doubt, Adthena is the best SEM competitor analysis tool on the market. It allows advertisers to take more control over what works in delivering their marketing and their consumer's outcomes. A rare, refreshing and genuine care for the client/customer in a MarTech world where we all see all too often - the lack of correlation in objectives of acquiring clients and helping them achieve their marketing goals Competitive pricing, despite a market leading product that the world's biggest advertising suppliers rely upon **What do you dislike about Adthena?** The fact that companies are willing to spend so much on advertising... without understanding what it means for them, in an environment where a competitive auction stil llargely dictates results **What problems is Adthena solving and how is that benefiting you?** We translate SEM outcomes to market conditions, as well as our own individual results - allowing us to make better performance-based decisions. Ultimately, our clients can be smarter than their competition - often where a high % of their marketing budget is placed ### 10. Remove the Blinkers with Adthena **Rating:** 5.0/5.0 stars **Reviewed by:** Johnny W. | Chief Marketing Officer, Mid-Market (51-1000 emp.) **Reviewed Date:** May 19, 2021 **What do you like best about Adthena?** Adthena gives you unmatched competitor insight. The platform permits you to see which competitors are bidding on which of your terms and where they are generating traffic from sources that you do not cover **What do you dislike about Adthena?** I love the service but like a greedy kid in a candy store you always want more of something good. The only minor quibble that I have is that when you switch between different queries you have to be careful to review the filter settings as these can revert to defaults if you are not careful. That I have to stretch to something so petty should give an indication of how happy I am with the core product and the insight that it offers **Recommendations to others considering Adthena:** The service by its nature is complex. A mature SEM program involves thousands of keywords and multiple competitors bidding on different groups of keywords. Configuring the account is a very significant task but it was easier than expected for two reasons: - Clear easy to use UI - Excellent proactive & highly responsive customer success team Configuring such a sophisticated tool to your bespoke requirements will never be easy. To paraphrase Einstein Adthena have made the configuration task as simple as possible but not too simple that it compromises the utility of the service. **What problems is Adthena solving and how is that benefiting you?** Adthena enables us to understand which competitors are driving up and down bid prices both at category and specific keyword level This informs our day to day management of our SEM program as well as directing our product efforts to search for improvements that can deliver conversion rate improvements on terms that work better for our competitors ## Adthena Discussions - [What does Adthena do?](https://www.g2.com/discussions/what-does-adthena-do) - 1 comment, 1 upvote - [View Adthena pricing details and edition comparison](https://www.g2.com/products/adthena/reviews/adthena-review-4463960?section=pricing&secure%5Bexpires_at%5D=2026-07-15+03%3A58%3A19+-0500&secure%5Bsession_id%5D=d230516f-f970-438e-9f4e-4f62f33be999&secure%5Btoken%5D=950b09c32e3bae657ffa96bb0114acb426ea0ece568fb14e426c541a5464c85b&format=llm_user) ## Adthena Features **Identification** - Reseller Database - Monitoring - Violations **Platform Basics** - Centralized Platform - Web Tracking **Platform Basics** - Benchmarking - Ad Creatives - Paid Search Data **Agentic AI - Competitive Intelligence** - Autonomous Task Execution **Enforcement** - Communication - Plans - Track **Platform Data** - Product Details - Customer Feedback & Reviews - Channel Acquisition **Platform Data** - Alerts - Data Access - Web Traffic - Subdomains **Platform Content ** - Battlecards **Platform Reporting** - Customizable Dashboard - Benchmark Reporting **Agentic AI - Operational Risk Management** - Proactive Assistance ## Top Adthena Alternatives - [Semrush](https://www.g2.com/products/semrush/reviews) - 4.4/5.0 (3,911 reviews) - [Similarweb](https://www.g2.com/products/similarweb/reviews) - 4.4/5.0 (1,159 reviews) - [SpyFu](https://www.g2.com/products/spyfu/reviews) - 4.6/5.0 (504 reviews)