Why Google Ads Brand Campaigns Are Essential (Even If They Feel Like a Waste of Money)

If you're frustrated with the idea of spending money on Google Ads brand campaigns, you’re not alone. Many business owners question the need to bid on their own brand keywords—after all, isn’t organic ranking enough?

I get it. But before you decide that branded search campaigns are a waste of budget, let me show you why they can actually play a crucial role in your overall Google Ads strategy.

Let’s be clear: brand campaigns should make up only about 10-15% of your total Google Ads spend. That small percentage can have a big impact. Here’s why running branded keyword campaigns can be a smart move for your business.

1. Paid Ads Appear Above Organic Results

When it comes to Google search results, ads dominate the top positions. Typically, search results display up to four paid search ads at the very top, and this could be above a shopping ads feed or map listings. Your #1 organic rank could be pushed lower on the page—especially on mobile, where the top spot often requires users to scroll down.

Here’s a 2023 study from SEMrush on organic CTR:

• Position #1: 22.4%
• Position #2: 13%
• Position #3: 10%

So even if you’ve secured the #1 organic spot, competitors can use Google Ads brand bidding to claim the top position in the paid results above you. If you’re not running branded search campaigns, they could outrank you with your own brand name.

2. Branded Campaigns Act as a Defensive Strategy

One of the fastest ways to prevent competitors from stealing your top spot is to run defensive Google Ads brand campaigns. Since it’s your own brand, you’ll benefit from:

• Higher Ad Rank: You’ll enjoy higher ad relevance and keyword quality scores when you bid on your brand name, reducing your CPC and improving placement.
• Control Over Ad Copy: You can leverage your brand name freely in your ads, and if you hold a trademark, you can prevent competitors from using it in their ads.

By running a branded keyword strategy, you effectively block competitors from diverting traffic meant for you, maintaining your visibility in search results.

3. Users Search Your Brand After Seeing Other Ads

Another benefit of branded campaigns is that they capture searches from users who have seen your top-of-funnel campaigns, such as Performance Max or YouTube ads. They may have come across your brand in a display ad, and search for your name days or weeks later when they’re ready to convert.

I’ve experienced this myself. Sometimes I’ll see an ad, click on it, and later search the brand name when I’m closer to making a purchase. With a Google Ads brand campaign, you’ll be ready when those customers come back to search for your brand.

👉This is how you maximize your Google Ads budget

How to Structure a Winning Branded Campaign

To ensure your Google Ads brand campaign is effective, it’s crucial to set it up correctly. Here’s how:

• Add Brand Keywords as Negatives in Other Campaigns: Ensure that your branded keywords don’t overlap with other campaigns. For Performance Max campaigns, add your brand name to the “brand exclusions list.”

• Use Exact Match Keyword Targeting: Focus on exact match keywords for your brand to ensure you're reaching the right audience. Regularly audit your search terms to add negative keywords as needed.

• Make Your Brand Name the Highlight of Your Ad Copy: Prioritize your brand name in the first headline and the first description. After mentioning your brand, include popular products, services, or promotions to entice clicks.

• Leverage Sitelink Extensions: Use sitelinks to direct users to your core products, services, and any promotions or new offerings. These extensions are great for highlighting key areas of your business.

• Utilize Target Impression Share Bidding Strategy: This strategy helps ensure your ads appear at the top of search results. With target impression share, you can define where you want your ads to appear and set your desired impression share and CPC.

Conclusion: Google Ads Brand Campaigns as a Smart Investment

While branded search campaigns may seem unnecessary, they play a vital role in maintaining control over your brand in search results. Whether you’re preventing competitors from hijacking your traffic or reinforcing your brand presence after top-of-funnel efforts, branded campaigns are essential for protecting your brand and driving conversions.

To ensure all your Google Ads campaigns are optimized for success, grab my Google Ads optimization checklists—tailored for both ecommerce and service-based businesses. Make sure your brand stays top of mind when it matters most.