Reading a competitor's funnel from public signals only

Illustrative case study, not a client. This is a hypothetical competitor audit created by AAJ to show its thinking and process. It does not describe work for a client. The brand, scenario, and numbers are illustrative, based only on what any outsider could see in public (ads, landing pages, social profiles).

Background

FitMax (fictional) is a large B2C subscription fitness app positioned as "All-in-one fitness app for anyone, anywhere." The audit is public-only: Meta Ads Library, TikTok ads where visible, Google search and YouTube ads, the website and key landing pages, and organic social. It cannot see CPMs, CPCs or CPAs, audience segments, internal test results or true LTV, and it does not guess at them.

What the audit looks at

Five lenses: ad angles and messaging, creative patterns, the click-through journey, the offer and pricing narrative, and follow-through after signup. For FitMax, the audit reviews 20+ paid ads across Meta, TikTok, search and YouTube, three key landing pages and organic social.

Five gaps

  • Generic messaging. Fix: choose one or two primary jobs or segments and build distinct ads and landing pages for each.
  • Ad and landing page mismatch. Ads promise specific outcomes; clicks lead to a generic homepage. Fix: message-matched landing pages that repeat the ad's promise.
  • Unclear offer and pricing narrative. Fix: state trial length, billing and cancellation near the top, with a simple value frame.
  • Underused proof on high-intent pages. Fix: move outcome-focused proof onto trial pages, tied to the main segments.
  • Fragmented retargeting and nurture. Fix: retargeting for site visitors without a trial, trials with low activity, and checkout or billing abandoners.

Four priorities for a challenger

  • Segment-specific campaigns and pages
  • A clear offer and trial story
  • Proof where it matters most
  • Structured retargeting

The point is not to copy FitMax. It is to ask what FitMax does well, where it leaves value on the table, and how a challenger could build a sharper, more focused funnel than the big brands.

See the method on your own numbers

This example is invented. A Growth Audit runs the Diagnose phase on your real funnel, positioning and channel mix and names the three fixes to make first. Or start with a free 30-minute strategy call: talk to AAJ.

All sample engagements

Frequently Asked Questions

What is a public-only competitor audit?

A read of a competitor's ads, landing pages, offers and follow-through, using only what anyone can see, that turns the gaps into fixes for your own funnel. This example reads one competitor, FitMax, through five lenses.

Is this a real audit?

No. The competitor, the findings and the numbers are illustrative. The case study shows how AAJ would read a competitor's public paid and social presence and turn the gaps into prioritized fixes.

How would this apply to my company?

Start with your own funnel. A Growth Audit diagnoses your funnel and channels and names the fixes to make first, and a free 30-minute strategy call is the place to talk through your competitors.