Bidding on Competitor Brand Names
Bid on competitor names carefully. Expect low Quality Scores and high CPCs, but potentially high-intent traffic.
Why This Matters
Users searching for competitors are bottom-funnel. You can steal market share, but Google penalizes irrelevance (your site isn't the competior).
How To Implement
1. Create a separate Campaign for Competitors.
2. Offer a comparison page ("Us vs Them") as the landing page.
3. Monitor CPCs closely; if CPA > LTV, pause it.
Pro Tip
Don't use dynamic keyword insertion (DKI) here! You cannot legally use their trademark in your ad copy.
More Google Ads Tips
How to Use Auction Insights to Outsmart Competitors
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Why You Should Always Run Brand Search Campaigns
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
How to Allocate Budget Across Campaigns for Maximum ROI
Prioritize budget by campaign efficiency, not channel habit. Use incremental ROAS, not absolute ROAS, to find your best marginal spend.
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