Short answer: You can usually bid on competitor brand names as keywords in Google Ads, but you generally cannot use their trademarked name in your ad text if they have filed a trademark complaint. Competitor campaigns often have lower Quality Scores, higher costs and lower conversion rates, because searchers wanted someone else. They work best when you have a clear advantage, such as a lower price, better reviews or a feature the competitor lacks, and a landing page that explains it.
The rules in plain words
- Keywords: Google generally allows bidding on competitor names as keywords.
- Ad text: using a trademarked term in ad text can be restricted if the owner has registered a complaint with Google. Rules vary by country and situation.
- Honesty: do not pretend to be the competitor or make false claims about them.
Laws and policies differ by region, so check Google’s trademark policy and get legal advice for sensitive cases.
When competitor campaigns pay off
| Situation | Likely result |
|---|---|
| You are cheaper or faster for the same thing | Often profitable |
| You have clearly better reviews or guarantees | Often profitable |
| Competitor has a bad reputation or recent problems | Can work |
| You are similar with no clear advantage | Usually expensive with weak results |
| Huge, loved brand in your space | Usually poor results |
How to set it up
- Create a separate Search campaign for competitor terms, so costs do not mix with other campaigns.
- Use exact and phrase match for each competitor name.
- Write comparison ads that do not use their trademark, for example “Looking for an alternative?” and your key advantage.
- Build a comparison landing page that is fair and specific.
- Set a budget limit and judge on cost per conversion.
Writing ads that work
- Lead with your advantage, such as price, speed, guarantee or service.
- Use proof, such as review ratings or years in business, only if they are true and current.
- Avoid attacking the competitor. Focus on why someone should choose you.
Expect competitors to do the same
If you bid on competitors, they may bid on you. Protect yourself with a brand campaign so your own name is covered.
Frequently asked questions
Can I bid on competitor names in Google Ads?
Why are competitor keywords expensive?
Do competitor campaigns convert?
Should I make a comparison page?
What if a competitor bids on my brand?
Who can run competitor campaigns for my business?
Want to win customers from competitors?
I can test competitor campaigns with clear budgets and landing pages. See my Google Ads management service or request a free ads audit. Also read Should You Bid on Your Own Brand Name? and Responsive Search Ads Best Practices.