Google Ads has changed, but one rule has stayed the same: advertisers always want to know how far they can go with competitor targeting. The truth is straightforward. You can use competitor names in some places, and you absolutely cannot use them in others. If you get it wrong, you risk disapprovals, trademark complaints, and wasted spend. If you get it right, you can capture high intent traffic that is already close to making a decision.
This guide explains what Google allows, what it forbids, how to run competitor campaigns correctly, and how to protect your own brand from competitors doing the same to you.
Can You Bid on Competitor Brand Keywords?
Yes. Google allows advertisers to bid on competitor brand names as keywords. That includes:
• Competitor business names
• Competitor products
• Competitor service names
Google treats these queries as normal search terms. As long as you follow general ad policies, you can target them.
Many industries rely on this strategy to intercept potential customers who are looking for alternatives. In competitive markets, it is a common and effective tactic.
Can You Use Competitor Names in Ad Copy?
No. Google does not allow competitor names or trademarked terms in your ad text. This includes headlines, descriptions, display paths, and extensions.
If you try, you risk:
• Ad disapprovals
• Trademark complaints
• Manual account review
• Loss of trust signals in Google’s system
Google’s automated trademark scanning is strict, and competitors often actively monitor each other. Even if something slips through for a short time, it won’t last.
What About Landing Pages?
You can reference competitor names on a landing page if you are not misleading users.
Allowed example:
A comparison page showing differences between your brand and a competitor.
Not allowed:
Pretending you are the competitor or implying affiliation when none exists.
If the page misrepresents your business, you will get blocked.
Is It Legal to Bid on Competitor Names on Google?
Yes. Courts have consistently ruled that bidding on competitor brand names is legal as long as your ads do not mislead or impersonate the trademark owner.
Google’s policy reflects this.
Keywords are allowed.
Ad copy usage is restricted.
This is why many advertisers run competitor campaigns profitably with no legal issues.
Why Google Sometimes Shows Your Ads for Competitor Names
Even when you do not bid on competitor terms, Google’s matching can include them. Broad match and expanded phrase/exact matching rely on intent, not exact keywords.
If you want a deeper breakdown of how this happens, read our guide on why Google shows ads for competitor brand names and how automated matching causes those impressions.
This keeps users moving through your content cluster and strengthens topical relevance.
Should You Run Competitor Campaigns?
It depends. Competitor traffic can be high intent, but it usually costs more and converts at a lower rate.
Pros:
• Can capture shoppers researching alternatives
• Creates visibility in competitive markets
• Works well when you have strong differentiators
Cons:
• Higher CPCs
• Lower conversion rates
• Requires airtight messaging to be profitable
This strategy works best for companies that offer clearer value than competitors.
How to Run Competitor Campaigns the Right Way
1. Use Exact and Phrase Match
These limit waste. Broad match pulls in irrelevant competitor variants and burns budget quickly.
2. Avoid Competitor Names in Ad Copy
Keep ads compliant by focusing on your own strengths. Highlight benefits, speed, availability, or specialized expertise.
3. Use a Strong Landing Page
The user searched for a specific brand. Your page needs to give them a compelling reason to consider you instead.
4. Control Bids Carefully
Start low. Gradually increase only if conversions justify the cost.
5. Monitor Search Terms Weekly
Google’s flexible matching always finds new competitor names. You must actively block them.
How to Stop Competitors From Bidding on Your Brand Name
You cannot stop the behavior completely, but you can make it expensive and unprofitable.
1. Run Your Own Branded Campaign
This keeps your ad in the top position above competitor ads.
2. File Trademark Protection
If competitors use your brand name in ad copy, file a trademark complaint with Google. Google will restrict their ads.
3. Leverage Quality Score Advantages
Your brand terms always receive a higher Quality Score. This gives you cheaper clicks than competitors and forces them to pay more.
4. Monitor Impression Share Loss
If competitors start outranking you, adjust bids or improve ad relevance.
5. Build a Strong Organic Presence
A strong SERP presence reduces the impact of competitor ads.
When Competitor Campaigns Make Sense
Use competitor targeting when:
• You have a clear value advantage
• Speed or availability differentiate you
• Your cost per lead supports higher CPCs
• Your market is already highly competitive
• You want to intercept demand before a competitor gets it
This strategy supplements your core campaigns. It should never become the foundation of your account.
When to Avoid Competitor Campaigns
Skip competitor targeting when:
• Your budget is limited
• You lack differentiators
• Your landing pages are weak
• Your cost per lead is already high
• Your brand is still early in development
Otherwise, you risk paying for low quality clicks that never convert.
Final Takeaway
Using competitor names in Google Ads is allowed in keyword targeting but not in ad copy. When done correctly, competitor campaigns can capture valuable traffic and defend your position in the market. But they require tight control, clear messaging, and consistent monitoring to be profitable.
If you want this article optimized further for SEO, or want matching schema, meta descriptions, or internal linking recommendations, I can produce that too.