Expense Report
- launch briefHot channelOpportunity score
68
CPC (real)
$22
Active Google advertisers
54
LinkedIn advertisers
49
Pixel advertisers
40
Avg ad tenure
2.7 yr
Incumbent ad spend/mo
$6.6M
Spend momentum
+128%
SEO difficulty
49
Avg incumbent funding
$792M
Incumbents (67)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
| 4.9(217) | $2.8B | $1.7M | 4.2y | 18 | - | 53 | |
| 4.4(1,271) | - | $1.3M | 4.6y | 24 | - | 58 | |
| 4.3(1,839) | - | $830k | 3.5y | 24 | - | 69 | |
| 4.6(211) | - | $573k | 3.3y | 24 | - | 52 | |
| 4.5(4,515) | $454M | $539k | 3.8y | 21 | 5 | 53 | |
| 4.6(257) | $86M | $240k | 3.7y | 24 | 5 | 42 | |
| 4.0(146) | - | $230k | 1.4y | - | 5 | 53 | |
| 4.3(44) | $296M | $224k | 3.7y | 24 | 3 | 51 | |
| 4.3(2,247) | $8.7B | $214k | 4.6y | 24 | - | 53 | |
MercuryAd | 4.9(57) | $751M | $201k | 3.0y | 14 | 3 | 50 |
| 4.4(1,721) | $482M | $154k | 2.9y | - | - | 62 | |
PerkAd | 4.7(422) | $973M | $139k | 0.6y | 8 | - | 46 |
| 4.6(199) | $108M | $66k | 3.8y | 24 | 6 | 42 | |
| 4.7(148) | $20M | $23k | 4.1y | 24 | 1 | 32 | |
| 4.0(126) | $9.5B | $23k | 3.3y | 24 | 4 | 52 | |
| 4.6(658) | $119M | $22k | 1.4y | 24 | 4 | 41 | |
| 4.3(161) | $167M | $19k | 4.5y | 24 | - | 45 | |
| 3.9(464) | - | $18k | 2.6y | 24 | 4 | 56 | |
| 4.5(84) | $46M | $17k | 3.6y | 24 | - | 38 | |
| 4.5(110) | - | $15k | 1.6y | - | 3 | 35 | |
| 4.6(187) | $236M | $12k | 0.7y | 24 | 2 | 37 | |
| 4.0(81) | $3.7B | $11k | 4.5y | 24 | - | 92 | |
RydooAd | 4.4(198) | $12M | $9k | 2.7y | 24 | 1 | 41 |
| 4.5(83) | $943M | $7k | 2.9y | 23 | 3 | 46 | |
| 4.8(207) | - | $6k | 2.8y | 24 | 4 | 35 | |
| 4.8(255) | - | $4k | 3.5y | 24 | 3 | 43 | |
| 4.9(125) | $214M | $4k | 2.6y | - | 3 | 36 | |
| 4.5(1,330) | - | $3k | 2.8y | 24 | 5 | 51 | |
Order.coAd | 4.5(172) | $82M | $3k | 4.4y | 24 | - | 40 |
| 4.2(6) | $100M | $2k | 3.8y | 24 | - | 31 | |
| 4.4(130) | $1.2M | $1k | 2.6y | 14 | 1 | 29 | |
| 4.5(109) | - | $988 | 1.7y | 24 | 3 | 40 | |
| 4.5(785) | - | $918 | 1.5y | - | 2 | 35 | |
| 4.8(13) | - | $133 | 2.4y | 2 | 2 | 23 | |
| 4.8(190) | $12M | $88 | 4.2y | 10 | 2 | 35 | |
| 4.2(88) | - | $86 | 4.6y | - | - | 40 | |
| 4.6(348) | $157M | - | 4.6y | - | 1 | - | |
| 4.7(55) | $68M | - | 0.6y | 17 | 3 | - | |
| 4.3(68) | $15M | - | 0.7y | 24 | 4 | - | |
| 4.4(76) | $440k | - | 1.9y | 8 | 1 | - | |
| 4.9(234) | $194M | - | 2.8y | 21 | - | - | |
| 4.9(323) | $50k | - | 4.6y | 1 | 3 | - | |
| 4.7(228) | $295M | - | 0.7y | 24 | - | - | |
| 4.7(72) | $13M | - | 3.0y | 22 | 4 | - | |
| 4.6(685) | $47M | - | 2.1y | 24 | - | - | |
| 4.9(95) | - | - | 2.6y | 10 | 4 | - | |
| 4.5(179) | - | - | 4.6y | 24 | 2 | - | |
| 4.6(475) | - | - | 4.6y | - | 1 | - | |
| 4.6(21) | $2.2M | - | 2.6y | 23 | - | - | |
| 4.5(1,105) | - | - | 2.3y | 24 | 2 | - | |
| 4.7(74) | - | - | 0.6y | - | - | - | |
| 4.9(129) | $12M | - | 0.5y | 3 | 1 | - | |
| 4.9(60) | - | - | 1.1y | 18 | - | - | |
| 4.7(849) | - | - | - | - | 2 | - | |
| 4.5(33) | $17M | - | - | 3 | 3 | - | |
| - | - | - | - | - | - | - | |
| 4.7(350) | - | - | - | - | - | - | |
| 4.3(272) | $705M | - | - | - | - | - | |
| 4.7(432) | - | - | 2.0y | - | 1 | - | |
| 4.3(425) | $26M | - | 0.2y | - | - | - | |
| 4.8(349) | - | - | 0.2y | 7 | - | - | |
| 4.7(251) | $245M | - | 4.0y | 24 | 3 | - | |
| 4.7(55) | $5.0M | - | - | - | - | - | |
| 4.6(76) | - | - | - | 5 | 1 | - | |
| 4.8(176) | $1.0M | - | 0.3y | - | 2 | - | |
| 4.0(27) | - | - | - | - | - | - | |
| 4.4(227) | - | - | 2.7y | 17 | - | - |
PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
Ramp ramp.com
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Paycom paycom.com
Paycom
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Paylocity paylocity.com
Your Payroll. Our Priority - Online HR & Payroll Services
Award winning software that employers & employees love.
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Navan navan.com
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FreshBooks freshbooks.com
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Teampay paystand.com
eCheck Payment Processing | Paystand
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Paystand Payments
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Online Payment Gateway
Best Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
Best Payment Gateway
Online Payment Gateway — Modern payment gateway with ERP sync, automation, and zero-fee bank payments.
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
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Darwinbox darwinbox.com
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Risk: Coupa is the entrenched leader ($9.5B raised), authority 52 - 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 ↗