Competitors' ads in Google: what can you do?

Introduction

You google your own business name and see a competitor's ad above your website. That's frustrating, and you're not the only one this happens to. In industries with active online competition, it is the rule rather than the exception that companies advertise on each other's brand names.

Yet the right response is not always the same. Sometimes you need to take immediate action, sometimes it's better to ignore it. This article will help you determine what's going on, what you can do about it and when intervention pays off.

How a competitor can appear above your brand

Google allows advertisers to use virtually any keyword in their campaigns, including another company's brand name. That means a competitor can set your company name as a keyword in Google Ads or Dutch Microsoft Ads Agency, causing their ad to appear when someone searches on your name.

This doesn't always happen on purpose. A broad-based campaign or Performance Max campaign can cause a competitor to unintentionally appear on your brand name. Google now offers brand exclusions for Performance Max and Search campaigns, which allow advertisers to exclude specific brand names. But not every advertiser sets this up, and sometimes awareness is simply lacking. However, it can also be a conscious strategy to capture traffic from a more well-known brand.

The result is the same: the competitor's ad is above your organic result. And while you may be in position 1 organically, that's not the same as being at the top of the page. Ads always appear above organic results. If there are multiple competitors advertising on your name, a searcher may have to scroll past two or three ads before seeing your business.

Check if competitors are advertising on your brand name

Before you take action, you need to know if it's actually happening.

Via Google Ads auction insights (most reliable)

If you are already running a Google Ads campaign on your own brand name, you can see in the "Auction Insights" report exactly which other advertisers are competing in the same auction. You can see their display percentage, how often they rank above you and how often your ads appear at the same time. This is by far the most reliable method because you have direct data on who is bidding.

Search manually in an incognito window

Open a private or incognito window in your browser and search for your own company name, product names and common variants. Notice which ads appear above the organic results. Preferably do this from different locations and devices, as ads are not always shown to everyone.

Google Search Console as an additional signal

Search Console can provide an indirect signal. If you filter for branded search terms and see a declining CTR, that may indicate competition in the ads. But it can also have other causes, such as changes in the SERP layout, AI views or seasonal effects. Therefore, use Search Console as a reason to investigate further through the above methods, not as evidence in itself.

The rules of the game: what is allowed and what is not?

Google makes a clear distinction between using a brand name as a keyword and using it in the ad text.

What is allowed

A competitor can use your brand name as a keyword in Google Ads. Google places no restrictions on this: no permission is needed and Google does not have to inform you about it. The European Court of Justice has confirmed that this is allowed, as long as there is no confusion about who the advertiser is.

Where Google restricts

Using a brand name in the ad text is more nuanced than many articles make it seem. Google does not prohibit it absolutely. There are situations where it is allowed, such as authorized resellers, comparison sites or informational references. What Google does restrict is use that is confusing, misleading or deceptive, especially by direct competitors impersonating (or associating with) the trademark owner.

If you find that a competitor is using your brand name in the ad text in a misleading way, you can file a trademark complaint via the Google Ads complaint form. Google evaluates the complaint and, if it is found to be in violation, can disapprove the ad or impose restrictions on the advertiser. How quickly and severely this is done depends on the specific situation.

Note: if your brand name is not officially registered (as a trademark at the Benelux Office for Intellectual Property, not just as a trade name at the Chamber of Commerce), you are legally a lot weaker. A trademark registration gives you more ground to take action.

Branded search: protecting your own brand with an ad

Branded search means you advertise on your own brand name. For many SME entrepreneurs, this feels like a waste of money: you already rank #1 organically, so why pay to be there? Yet in certain situations, it is one of the smartest investments you can make in Google Ads.

When branded search makes sense

The moment a competitor advertises above you, your organic position 1 is no longer the first place a searcher sees. Your own branded campaign ensures that you maintain the top position, above the competitor. Because your website is most relevant to your own brand name, the quality score is usually high and the click costs are often relatively low compared to generic keywords. Exactly how low depends on your industry and the level of competition for your brand name.
In addition, with a branded ad you offer additional control over the message. In organic results, Google determines which title and description are shown. In an ad, you determine that yourself: you can highlight USPs, promote an action or refer directly to a specific page.

When you can skip it

If no one is advertising on your brand name and you're at the top organically, a branded campaign is less urgent. But even then, it's wise to monitor. The situation can change quickly when a competitor decides to bid on your name.

Benefits of a branded campaign

You protect your position at the top of search results and prevent a competitor from being the first thing a searcher sees. You drive up costs for competitors who want to advertise in your name because your high quality score affects the auction price. And you have complete control over the message someone sees when they search your company name.

Why this keeps happening: the prisoner's dilemma

Advertising on each other's brand name has characteristics of a classic prisoner's dilemma from game theory. The best outcome for both parties is that no one advertises: no extra costs, organic traffic distributes itself naturally. But as soon as one party starts, it is disadvantageous for the other to do nothing.

Suppose competitor A starts advertising on competitor B's brand name. Competitor B loses traffic and feels compelled to also advertise, both on its own brand name (defensive) and possibly on A's (offensive). The result: both parties pay more than necessary, and the only real winner is Google.

This pattern reinforces itself. Even if both parties agree to stop, there is always an incentive to be the first to start again. In practice, this often ends in both companies permanently advertising on each other's brand name.

The proportions are rarely equal

In theory, the two parties are equal, but in practice the interests are almost always skewed. A smaller or unknown brand has more to gain from advertising on the name of a larger brand. The larger brand has more branded search volume, so there is more traffic to capture. And the click cost on a lesser-known brand name is often lower than on a well-known name.

For the larger brand, the best strategy is almost always defensive: run a branded campaign on its own brand name. For the smaller brand, advertising offensively on the competitor's name can be a deliberate growth strategy, provided the costs and revenues are balanced.

What you can do: a roadmap

The right approach depends on your situation. Below is an overview of the most important actions.

Step 1: assess the situation

Check if and which competitors are advertising on your brand name, using the methods described earlier in this article. Also see if the competitor uses your brand name in the ad text in a way that is misleading or causes confusion. If so, you have grounds for a trademark complaint to Google.

Step 2: start your own branded campaign

If a competitor is actively advertising in your name, a branded campaign of your own is the most direct defense. The costs are usually relatively low (due to your high quality score) and the effect is immediate: you are back on top. Always split this campaign off from your other campaigns, so you can see exactly what it costs and generates.

Step 3: Contact the competitor

In many cases, advertising in your name is not intentional. A simple phone call or email requesting that your brand name be added as an exclusion keyword sometimes solves the problem without further escalation. Most business owners do not want unnecessary conflict.

Step 4: file a complaint with Google (in case of misleading use)

If the competitor uses your brand name in the ad text in a misleading way, you can report this via Google Ads' brand complaint form. Google evaluates the complaint and, if it is found to be in violation, can reject the ad or impose restrictions on the advertiser. A registered trademark strengthens your position considerably in this regard.

Step 5: Evaluate whether a counter-action makes sense

Consider whether you also want to advertise on the competitor's brand name. This can be effective if it is a larger competitor with high branded search volume, and if you can present a strong alternative. But always limit this to a clear test with a fixed budget and evaluation time. Without limits, costs add up quickly.

Not every situation calls for action. The trade-off depends on a few factors.

A branded campaign is almost always worth the investment if your brand name has sufficient search volume and there are demonstrably competitors advertising on it. The cost is usually manageable due to your high quality score, and the alternative (losing traffic to a competitor) will cost you more in the long run.

Advertising on a competitor's brand name is a different story. This is profitable if the competitor has significantly more branded search volume than you, if your product or service is a realistic alternative for that competitor's target audience, and if you're willing to accept the higher click cost (due to a lower quality score). In all other cases, the budget is better spent on generic keywords or other channels.

Always split branded campaigns from generic campaigns. Only then can you honestly assess what each campaign contributes in clicks, conversions and revenue. Without that separation, results are distorted and you make decisions based on incomplete data.

Frequently Asked Questions

Can a competitor just advertise on my company name in Google?

Yes, Google allows the use of brand names as keywords without restrictions. Using your brand name in the ad text is more nuanced: Google restricts this when it is misleading or causes confusion, but allows it in some cases (such as resellers). If you find misleading use, you can file a trademark complaint with Google Ads.

Does it cost a lot to advertise on my own brand name?

Most of the time, it's not too bad. Because your website is most relevant to your own brand name, the quality score is usually high and the click costs are relatively low. The exact amount varies by industry and depends on how much competitors bid on your name.

How do I find out if competitors are bidding on my brand name?

The most reliable method is the "Auction Insights" report in Google Ads. You can also search manually in an incognito window. Google Search Console can give an additional signal via a falling CTR on branded search terms, but this can also have other causes.

What exactly is branded search?

Branded search refers to searches that contain a specific brand name, such as "Tasmanic" or "Coolblue delivery time." In the context of Google Ads, advertising on these types of keywords means advertising on both your own brand name and those of competitors.

My competitor is advertising in my name, but I don't have a Google Ads account. Now what?

If the competitor uses your brand name misleadingly in the ad text, you can file a trademark complaint with Google even without your own account. In addition, consider creating a Google Ads account and starting a limited branded campaign. The cost is usually relatively low and protection is immediate.

Is it smart to advertise on my competitor's brand name?

It depends on the situation. If the competitor has a much higher branded search volume and you offer a strong alternative, it can contribute to visibility. But the quality score is lower, the click cost is higher and the risk of a backlash is real. Always test it with a defined budget.

Can I ask Google to block competitors on my brand name?

Not if they only use your brand name as a keyword. In case of misleading use in advertising texts, you can file a trademark complaint, after which Google will assess the situation and possibly impose restrictions. A registered trademark through the Benelux Office for Intellectual Property strengthens your position in this regard.

Does it make sense to call the competitor and ask them to stop?

Yes, this works surprisingly often. In many cases, it is not intentional and a friendly request is sufficient. The revenue from advertising on someone else's brand name is usually limited, and most business owners don't want a business conflict.

Need help?

Doubting whether your Google Ads strategy adequately protects you from competitors? At Tasmanic, we help SMBs set up and optimize Google Ads campaigns that not only generate traffic, but also protect your brand. Learn how we as an agency leverage Google Ads for maximum control, return and growth.