It depends on the channel, if I am watching a search engine ads competition I prefer Semrush and Ahrefs. For social media ads facebook's ad clarity tool. Similarweb for finding new media buying opportunities. etc...
There are tens of useful tools available to use but all of them solve different cases.
In Planyway we only have experience with Google Ads. I also want to move towards YouTube but have no experience yet. BTW, if someone knows how it works, I'll be happy to chat:)