Applicant Tracking
- launch briefMarginalOpportunity score
66
CPC (real)
$14
Active Google advertisers
63
LinkedIn advertisers
44
Pixel advertisers
44
Avg ad tenure
2.7 yr
Incumbent ad spend/mo
$8.8M
Spend momentum
+86%
SEO difficulty
60
Avg incumbent funding
$173M
Incumbents (72)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
BambooHRAd | 4.6(3,426) | - | $2.6M | 2.2y | 24 | 2 | 60 |
| 4.4(7,202) | - | $2.4M | 4.1y | - | - | 82 | |
| 4.5(7,568) | $1.5B | $1.6M | 4.6y | - | - | 100 | |
| 4.2(10,926) | - | $677k | 4.6y | 24 | - | 80 | |
| 4.7(189) | $65M | $332k | 4.6y | 23 | - | 47 | |
| 4.4(661) | $196M | $280k | 4.6y | 24 | 1 | 59 | |
| 4.0(146) | - | $230k | 1.4y | - | 5 | 53 | |
| 4.2(1,133) | - | $185k | 0.6y | - | 2 | 54 | |
GemAd | 4.7(123) | $148M | $139k | 0.9y | - | - | 42 |
| 4.5(763) | $122M | $96k | 1.9y | 22 | - | 54 | |
| 4.3(824) | - | $70k | 3.0y | - | 3 | 53 | |
| 4.3(491) | $25M | $44k | 2.1y | 24 | - | 43 | |
HomebaseAd | 4.6(1,147) | $198M | $39k | 3.2y | - | 1 | 55 |
| 4.3(1,060) | - | $36k | 1.6y | - | - | 51 | |
| 4.6(186) | - | $23k | 4.6y | - | 4 | 39 | |
| 4.6(654) | - | $18k | 1.9y | 18 | 2 | 49 | |
| 4.1(152) | $447M | $13k | 0.7y | 1 | - | 64 | |
| 4.1(265) | $81M | $12k | 4.6y | 24 | 5 | 44 | |
| 4.0(1,022) | $34M | $9k | 4.6y | - | - | 48 | |
| 4.6(772) | $143M | $8k | 1.6y | 24 | 3 | 47 | |
| 4.5(443) | $13M | $7k | 2.0y | 24 | 2 | 35 | |
| 4.6(109) | $77M | $5k | 3.9y | 24 | 2 | 55 | |
| 4.6(381) | - | $5k | 4.6y | 24 | 4 | 49 | |
| 4.8(124) | $38M | $4k | 2.8y | - | 3 | 37 | |
| 4.8(188) | $1.6M | $4k | 3.0y | 24 | 3 | 36 | |
| 4.8(117) | - | $4k | 1.5y | 24 | 5 | 38 | |
| 4.6(141) | $5.1M | $3k | 3.8y | 24 | 5 | 39 | |
| 4.9(468) | - | $3k | 2.6y | 24 | 2 | 37 | |
PinpointAd | 4.7(88) | $23M | $3k | 3.9y | 20 | - | 48 |
| 4.8(305) | $47M | $3k | 2.9y | 5 | 1 | 36 | |
| 4.4(89) | $59M | $3k | 3.3y | 23 | 1 | 54 | |
| 4.5(850) | - | $2k | 1.8y | 15 | 3 | 42 | |
| 4.7(332) | - | $1k | 4.6y | 24 | - | 38 | |
| 4.7(608) | - | $767 | 2.6y | - | 1 | 34 | |
FountainAd | 4.6(39) | $219M | $764 | 1.5y | 22 | 1 | 43 |
| 4.6(1,261) | $30M | $128 | 2.2y | - | - | 43 | |
| 4.4(39) | - | $108 | 1.7y | 5 | - | 25 | |
| 4.4(39) | - | $105 | 4.6y | 13 | - | 32 | |
| 4.1(567) | $257M | $15 | 4.5y | 24 | 1 | 47 | |
| 4.5(132) | $115M | $7 | 1.3y | 20 | 4 | 33 | |
AvaHRAd | 4.9(89) | - | $4 | 0.9y | 2 | 3 | 34 |
| 4.6(69) | - | $2 | 2.9y | 24 | - | 50 | |
| 4.8(239) | - | - | 4.6y | 24 | 4 | - | |
| 4.4(239) | $610M | - | 4.4y | 24 | 3 | - | |
| 4.6(125) | - | - | 3.3y | - | 2 | - | |
| 4.6(124) | - | - | 4.6y | 24 | 2 | - | |
| 3.9(37) | - | - | 3.7y | 24 | 1 | - | |
| 4.7(142) | $4.5M | - | 3.8y | 24 | - | - | |
| 4.3(297) | $17M | - | 1.2y | 24 | 3 | - | |
| 4.3(312) | $737M | - | 4.6y | 24 | 1 | - | |
| 4.8(6) | - | - | 3.8y | 22 | 1 | - | |
| 4.3(101) | - | - | 3.5y | - | 2 | - | |
JobDivaAd | 4.5(1,184) | - | - | 3.1y | - | 3 | - |
| 4.5(40) | - | - | 4.6y | - | - | - | |
| 4.7(41) | - | - | 1.1y | 7 | 1 | - | |
| 4.7(194) | $12M | - | 4.2y | 24 | - | - | |
| 4.4(1,555) | - | - | 3.0y | - | - | - | |
| 4.6(23) | $1.8M | - | 0.9y | 21 | - | - | |
| 4.3(537) | - | - | 1.3y | - | - | - | |
| 4.8(59) | - | - | 0.2y | 2 | 3 | - | |
| 3.7(10) | - | - | 0.5y | - | - | - | |
| 4.6(126) | - | - | 1.1y | - | 1 | - | |
| 4.6(95) | - | - | 2.8y | 24 | - | - | |
| 4.9(44) | - | - | 1.3y | - | 3 | - | |
| - | - | - | 0.1y | 1 | - | - | |
JobScoreAd | 4.2(30) | - | - | - | - | 2 | - |
| 4.5(12) | - | - | 0.0y | - | - | - | |
| 4.9(1,120) | - | - | - | - | - | - | |
| 4.5(153) | - | - | - | - | 3 | - | |
| 4.7(84) | - | - | 0.2y | 20 | 3 | - | |
| 4.0(29) | $100k | - | 0.7y | - | 2 | - | |
| 4.8(64) | - | - | - | - | - | - |
PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)
| Keyword | CPC | Bidders | Sample landing page |
|---|---|---|---|
| jazzhr | $15.82 | 5 | apploi.com/apploi-vs-jazzhr-lp/ |
| recruit crm | $11.59 | 5 | recruitcrm.io/lp/recruitcrm-book-a-demo?utm_source=google_ads&utm_medium=paid_pros&utm_campaign=2026_recruitment_crm_us |
| greenhouse ats | $24.55 | 5 | www.manatal.com/ |
| smartrecruiters | $8.50 | 4 | lever.co/why-lever |
| manatal | $12.71 | 3 | www.manatal.com/ |
| icims | $9.03 | 3 | www.icims.com/demo-d/ |
| hr software | $36.55 | 3 | www.ukg.com/products/ukg-ready |
| applicant pro | $8.58 | 3 | learn.applicantpro.com/plp/ta-demo |
| breezy hr | $15.30 | 3 | www.teamtailor.com/ |
| ats systems | $13.80 | 2 | www.pinpointhq.com/ |
| ats applicant tracking system | $13.10 | 2 | www.fountain.com/signup-ats |
| loxo | $12.78 | 2 | www.crelate.com/crelate-vs-loxo |
| jobvite | $24.58 | 2 | www.icims.com/icims-vs-jobvite/ |
| applicantpro | $8.58 | 2 | learn.applicantpro.com/plp/ta-demo |
| payroll | $34.03 | 2 | www.bamboohr.com/pl-pages/peo-compare |
| betterteam | $20.63 | 2 | recruiterflow.com/ |
| trinet | $9.74 | 2 | www.trinet.com/lp/peoplematter |
| recruitment software | $20.38 | 2 | www.teamtailor.com |
| testgorilla | $10.25 | 2 | www.testgorilla.com/ |
| teamtailor | $8.79 | 2 | www.teamtailor.com/ |
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
BambooHR bamboohr.com
HR, Payroll & Benefits
Manage Employee Data & Files — Our easy-to-use HR software frees up time for what matters most: people! Get a demo here.
All Your HR Systems In One
#1 Rated HR Software — One platform for hiring, onboarding, tracking time, managing employee data, and more. BambooHR...
Easy Employee Time Tracking
Time Tracking Simplified — With BambooHR, say goodbye to inaccurate payroll runs or confusing systems. Easily log and edit...
The Best Recruiting Platform
Faster, Smarter Hiring — Recruit the best people and create a fantastic hiring experience.
ADP Workforce Now adp.com
Run Powered By ADP®
Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...
Time Clock Systems
Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!
Workers' Comp Insurance | Pay-As-You-Go With ADP®
Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...
Wage Garnishment Management
ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.
Indeed for Employers indeed.com
Hourly to Salary Calculator for Employers | Indeed
Use our calculator for hourly to salary conversion. Determine annual salary from hourly wage or adjust hourly rate for workers' annual overhead expenses.
Necessary Documents for I-9 Verification
Are You a Recruiter? Attract the Right Talent Today. Post a Job in Minutes. Indeed Connects Hiring Companies with Millions of People Searching for Jobs.
20 Best Interview Questions to Ask Candidates
Are You a Recruiter? Attract the Right Talent Today. Post a Job in Minutes.
The Difference Between Exempt vs. Non-Exempt Employees
Learn everything you need to know about exempt and non-exempt employees, including the requirements of and common responsibilities for both.
ZipRecruiter ziprecruiter.com
Job Search (Hiring Now)
For Job Seekers & Employers — The Smartest Way to Find Jobs — The Fastest Way to Hire — ZipRecruiter [Rated #1 Job Site]
Search Resume Database for Employers | ZipRecruiter
Access Resumes of Qualified Candidates Instantly with ZipRecruiter Resume Database. Find Qualified Candidates in Minutes With Our Smart Resume Search.
ZipRecruiter.com Official Site
Search For Jobs & Post Jobs — ZipRecruiter® — The Smartest Way To Hire & Be Hired. Now Rated #1 Job Site*. 4 out of 5...
ZipRecruiter—Rated #1 Job Site
Rated #1 Hiring Site — Post Jobs—Search Resumes—Schedule Back to Back Video Interviews. Try For Free. Spend Less Time Hiring—Post a Job on ZipRecruiter For Free. Try For Free. #1 Rated Job Search App. Free Trial.
Criteria criteriacorp.com
Typing Skills Tests | Criteria
Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests.
Pre-Employment IQ Tests | Criteria Corp
Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests. Includes Testing Solutions Designed By Harvard University's Psychologists.
Microsoft Excel Skills Assessment Tests | Criteria
Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests. Includes Testing Solutions Designed By Harvard University's Psychologists.
Ten Key Test - Data Entry Assessment | Criteria
Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests.
Workable workable.com
Workable | All-in-one HR software
Workable’s all-in-one recruiting software helps you make the right hires, faster. Easy to use software to manage the entire hiring process.
AI-Assisted Resume Screening
#1 ATS Software For Hiring — Use AI-powered resume screening tools to parse and evaluate candidate experience quickly. Workable’s all-in-one recruiting software helps you make the right hires, faster. AI Sourcing.
Where to post jobs for free: Craigslist and beyond | Workable
Learn how to post jobs for free to Craigslist. Also explore our list of the best free job boards and job sites where employers can post jobs for free.
TriNet trinet.com
TriNet for Small Business | PEO for Small Businesses
Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More
Small Business HR Solutions | HR Outsourced Services
HR Consulting. Benefit Options. Payroll. Risk Mitigation. Mobile App. Need Your HR Function Up & Running Quickly? TriNet's PEO Solution is a Great Option.
TriNet for Small Business | Small Business PEO
Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More
PEO for Small Businesses
TriNet — Offer Big Company Benefits That Help Attract & Retain Top Talent. HR Simplified, Time Amplified with TriNet's PEO Solution.
UKG Ready ukg.com
UKG Workforce Management
Workforce Management Software — Workforce management built for your front line. And your bottom line. Lead with confidence using...
Kronos is Now UKG
HR, Pay & Workforce Management — Workforce management built for your front line. And your bottom line. Match the right people to...
UKG: Workforce Understanding - The UKG Operating Platform
Put workforce understanding to work with HR, pay, and workforce management tools.
Risk: Indeed for Employers is the entrenched leader ($1.5B raised), authority 100 - wedge in rather than attack head-on.
Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗