If you have an eCommerce website and are focused on selling products, then Google Shopping is an important advertising platform to consider. If you perform a Google Search for a specific product, Google Shopping not only has its own section in Google, the product panel also results in a normal Google Search.
If you are wondering why your competitors are already showing up, then it's simply because they already have their website and Google Merchant centre set up as well as their product feed. If all of this sounds like garbled jargon to you, you're not alone and is probably a good indication that you need Google Ads Management where your ads are managed by someone in the know.