spy keywords

A company in my niche build little old skool HTML lead generation websites, optimize them and then charge per lead. I need someone who can track what they are doing to optimize, obtain backlinks, classifieds, PPC etc. Can anyone track and map out a plan for me to duplicate their process...

I am looking into both of these tools to better craft my ads and keywords. I've read a few posts here about both tools but I had a couple more questions for anyone with experience of them. My main concern is how difficult it will be to get the yummy data out of either tool and easily into my own...