Would you be interested in attending
“Define Digital Academy Live With Aaron Young”?
Fill In This 1 Minute Questionnaire To Register Your Interest
Are competitor campaigns in Google Ads worth it? Or are they a waste of budget?
In this post, I’m sharing my complete take on Google Ads competitor targeting — when it works, when to avoid it, and how to structure your campaign the right way if you decide to move forward.
Let’s dive in.
Why You're Seeing Competitor Ads on Your Brand Name
If you’ve noticed other brands showing up when someone searches your business name, you’re not imagining it.
Here’s why it’s happening:
Google Ads no longer relies solely on exact-match keywords. Instead, it matches based on the intent behind the search.
That means if a competitor is bidding on keywords even loosely related to your products or services, your brand might still get triggered in their ads.
Add to that the rise of Performance Max campaigns, which show in search results by default.
Unless advertisers actively exclude competitor and branded search terms, their ads could appear on your name — especially if those searches typically lead to conversions.
Should You Bid on Competitor Brand Keywords?
Now to the big question:
Should you run competitor campaigns in Google Ads?
The answer isn’t black and white — it depends on two key factors:
1. Industry Norms and Competitor Relationships
In industries like SaaS, ecommerce, or supplements, bidding on competitor names is common. Everyone does it. But in local service-based or professional fields, it can feel personal — even unethical.
Understand your niche. If it's not common practice, consider the risks.
2. Your Brand Strategy and Business Values
Some brands embrace a competitive edge, while others steer clear of tactics that feel combative.
There’s no wrong choice — only what aligns with your brand.
Personally, I believe competitor campaigns can work — but only if done strategically and ethically.
To help you do it right, I created a free Search Campaign Set-Up Guide that walks through how to structure these campaigns the smart way.
Download My Search Campaign Set-Up Guide
The Risks of Running Google Ads Competitor Campaigns
While competitor campaigns can be effective, they also come with downsides. Here’s what to consider before launching:
1. Higher Cost-Per-Click (CPC)
You’re not bidding on your own brand, so clicks are often much more expensive.
2. Lower Conversion Rates
If someone searches for your competitor by name, they’re already leaning that way. Convincing them to switch to you takes a strong value proposition and persuasive messaging.
3. Potential Retaliation
If your competitor notices your campaign, they may start bidding on your brand too. This creates a bidding war that raises costs for everyone — especially on your own branded terms.
Bottom line: If you're not intentional, you could overspend, underperform, and escalate competition unnecessarily.
When Google Ads Competitor Campaigns Work
There are specific scenarios where targeting competitor keywords makes strategic sense:
-
You have unique value propositions
-
You can clearly communicate a competitive advantage
-
You’re entering a saturated market and need brand visibility fast
A Real-World Example
Take Ems for Kids, a hearing protection brand for children. After years of dominating the market, cheaper knock-offs emerged — but they didn’t meet international safety standards.
We leveraged this unique selling point in ad copy:
“The ONLY kids earmuffs that meet both EU & US safety standards.”
That line set them apart — and it converted.
This approach only worked because the difference was clear, credible, and valuable to the customer.
How to Run Competitor Campaigns the Right Way
If you decide to launch a Google Ads competitor campaign, follow these best practices:
1. Set Up a Separate Campaign
Keep your competitor targeting separate from your other campaigns. This lets you control budget, isolate performance, and avoid cannibalizing your other campaigns.
2. Craft Unique, Verifiable Ad Copy
Don’t just say you’re “better.” Highlight what you do differently — and why it matters. Examples include:
-
Certifications your competitor doesn’t have
-
Faster shipping
-
Better warranty terms
-
Higher customer review scores
3. Create a Dedicated Landing Page
Avoid linking to your homepage. Instead, build a comparison landing page that clearly outlines how you stack up. Respectfully acknowledge the competition, but show users why your solution is the better fit.
This improves relevance, increases conversion rates, and builds trust.
Final Thoughts: Should You Use Competitor Campaigns in Google Ads?
So — what’s the final verdict?
Yes, if:
-
You have strong USPs that differentiate you
-
You’re strategic with your setup
-
You’re entering a competitive space and want to stand out
No, if:
-
You’re reacting emotionally because a competitor bid on your name
-
You don’t have a clear advantage or comparison message
-
You’re not prepared to manage potential retaliation
Whatever you decide, always start by optimizing your own brand campaigns first. That’s where your most valuable traffic lives.
Get the Free Search Campaign Set-Up Guide
If you're planning to launch a new campaign — competitor or not — download my Search Campaign Set-Up Guidebelow. It’s packed with strategies for:
-
Structuring your campaigns properly
-
Controlling spend
-
Writing ads that convert
-
Avoiding common mistakes
Use it to build campaigns with clarity, confidence, and control.
Download My Search Campaign Set Up Guide Here
Have a great week,
Aaron
- Monday 28th April, 8pm AEST: My View on Google Ads Competitor Campaigns... Yes or no
- Wednesday 30th April, 8pm AEST: Shopping Feed Optimisations With Andrew Lolk
Head Over To My YouTube Channel 👇
|
[LIVE MASTERCLASS + Q&A]
Bidding Strategies for Google Ads | Aaron Young đź’»
Wednesday, 30th April, 2025, 4:00 PM (AEST)
Wedesday, 30th, 2025 7:00 AM (GMT)
Tuesday, 29th April, 2025, 11:00 PM (PT)
