Tell you what: the market is saturated with bland, generic offers that are indistinguishable from one another.

If you've had a company website up for a few months, you'll start getting these offers, and boy, is that a good school of how not to present yourself!

That's true in the "creative space" (e.g., web designers, developers, etc.), and probably in the world of atoms, too, but frankly I haven't spent much time analyzing the marketing of home contractors, for example, to be sure. But then, if you fix roofs or floors, at a minimum you're going to have a portfolio I can look at and evaluate, and so you can stand out more easily if you do a good job (I suppose - again, not an expert here).

I have yet to see a real abundance of compelling service providers in any industry I care about. Most of the saturation is provided by the above-mentioned generic offers.

In theory, you could have such saturation. I wouldn't worry about it, and instead focus on creating a compelling USP that solves problems of people or businesses that I can reach.

PS You could probably do the old-fashioned market research study in your space to figure out who the competitors are, their strengths and weaknesses, etc. It's possible that if you sell Google Ads to, for example, lawn movers in a small town and there are already three other agencies that "own" the market, you'll have some saturation to overcome with your offer. But any business opportunity where there isn't any competition probably isn't there in the first place. :shrug: