Reference Check

- launch briefMarginal

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Opportunity score

CPC (real)

$20

Active Google advertisers

LinkedIn advertisers

Pixel advertisers

Avg ad tenure

2.2 yr

Incumbent ad spend/mo

$288k

Spend momentum

+93%

SEO difficulty

Avg incumbent funding

$291M

Incumbents (7)- genuine category specialists - cross-listed generic tools excluded

Product	Rating	Funding	Ad spend/mo	Google ads	LinkedIn	Channels	Authority
CheckrAd	4.5(301)	$580M	$287k	2.6y	21	5	57
CheckmateAd	4.8(18)	$1.6M	$189	1.0y	24	3	29
RefNowAd	4.7(468)	-	$34	1.7y	24	4	27
VitayAd	4.9(49)	-	$31	3.3y	19	1	27
VidCruiterAd	4.6(125)	-	-	3.3y	-	2	-
Discovered	4.6(126)	-	-	1.1y	-	1	-
HR Avatar	4.5(130)	-	-	-	-	-	-

PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)

Keyword	CPC	Bidders	Sample landing page
automated reference checks	$31.65	2	www.checkmate.tech/company/reference-checking
experian verification of employment	$4.54	1	refnow.com/lp/reference-checking-software
background check	$3.96	1	checkr.com/lp-sem-new
vero screening	$4.15	1	refnow.com/lp/reference-checking-software
accurate uk	$3.47	1	refnow.com/lp/reference-checking-software
checkr	$10.38	1	checkr.com/lp-sem-new
first advantage	$7.08	1	checkr.com/checkr-vs-first-advantage-sem
lever	$15.55	1	checkr.com/lp-sem-new
checkr background check	$4.07	1	checkr.com/lp-sem-new
indeed employer	$21.55	1	checkr.com/lp-sem-employment-verification
fast background check	$2.79	1	checkr.com/lp-sem-new
background check companies	$14.93	1	checkr.com/lp-sem-new
background check services	$12.10	1	checkr.com/lp-sem-new
checkr.io	$10.38	1	checkr.com/lp-sem-new
service background check	$12.10	1	checkr.com/lp-sem-enterprise
background check for employment	$11.61	1	checkr.com/lp-sem-employment-verification
clearcompany	$12.77	1	checkr.com/company/partners/clearcompany
clear company	$12.77	1	checkr.com/company/partners/clearcompany
employment background check	$11.61	1	checkr.com/lp-sem-new
checkr background	$4.07	1	checkr.com/lp-sem-new

Common complaints- recurring incumbent review cons = product gaps to exploit

Unresponsive customer assistance1×

Ad creatives- live Google Search ads the incumbents run - copy the angles

Checkr checkr.com

How Long Do Background Checks Take? | Checkr

Learn how long background checks typically take, from pre-employment...

Background Checks

Checkr Background Checks — Get background checks done fast. 89% of criminal checks are completed within an hour. There’s a...

Background Screening

Full-Service Background Checks — Get background checks done fast. 89% of criminal checks are completed within an hour. There’s a...

Checkmate checkmate.tech

Automate Employee Checks - Faster Reference Checks

Fast-track hiring with seamless pre-employment screening and reference checks. Automate pre-employment screening and reference checks to save time and reduce risk. Automated Checks.

Healthcare Hiring Platform

Hire Faster, Smarter — Make hiring efficient with automated screening and reference checks. Automate pre-employment screening and...

Healthcare Background Check

Track Everything In One Place — Healthcare Background Screening. Make hiring efficient with automated screening and reference checks.

Online Reference Check

Faster Reference Checks — Fast-track hiring with seamless pre-employment screening and reference checks. Make hiring efficient with automated screening and reference checks. Candidate-Friendly. Automated Checks.

RefNow refnow.com

Employment history verification - Background Checks Fast

The Best Employment Verification System | Real-Time Data, Candidate...

Reference Checks

Candidate Reference Check — Fast, automated reference checks for US employers. Save time today. Save hours on candidate screening. Online, automated & stress-free. Simplify Reference Checks.

Background Checks Fast

Reference, RTW and DBS in One — The Best Employment Verification System | Real-Time Data, Candidate Reference Checks. Fast ...

Employment Verification

Online Employment Verification — Fast, automated reference checks for US employers. Save time today. Save hours on candidate...

Vitay vitay.io

Reference Checking Software

Automate Reference Checks — VITAY | Quicker checks. Faster hiring. Get 90% of References to respond in under 24 hours without chasing them.

Risk: Checkr is the entrenched leader ($580M raised), authority 57 - 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 ↗