A Competitor Is Bidding on My Brand Name

You search for your own company name and a competitor’s ad sits at the top. Annoying, but in most cases there is something you can do — you just need to identify which rule is actually being broken.

First make the distinction: keyword or ad text?

Google treats these two very differently.

Using your brand name as a keyword is allowed. A competitor may show an ad when someone searches your company name. Google permits this and will not remove it if you complain. Irritating, but not a policy breach.

Using your brand name in the ad text is not allowed. If your registered trademark appears in the competitor’s headline or description, that breaches Google’s trademark policy and is removed on complaint.

So look at the screen: does your name appear in the wording of the ad, or is the ad merely showing on your search?

If it’s in the text: file a complaint

Google has a trademark complaint form. If your submission is accepted with your registration certificate, that wording is blocked for all advertisers — you don’t have to chase them individually. Without a registration the process doesn’t run, and that’s where firms with a brand they never registered get stuck.

If it’s only the keyword: bid on your own brand

This is the move most firms resist and it is the right one. The “people searching my name already find me, why pay?” logic stops holding as soon as a competitor is sitting there.

Here’s why it works: on brand searches your ad copy and landing page are far more relevant than theirs, so Google gives you the same position for noticeably less. Your competitor pays a premium to appear on your name; you stay on top cheaply.

A brand campaign also gives you control of that space: you can put a current offer, a short-term promotion or a direct contact link at the very top of the results.

What not to do

Retaliating by bidding on their brand usually does nothing except raise costs for both of you — especially if they’re bigger than you. Repeatedly clicking their ad doesn’t work either; Google treats those as invalid and doesn’t charge for them, so you only lose your own time.

Want me to look at your situation? I can measure who appears on your name, when, and what it’s costing you. Get in touch.

Frequently Asked Questions

My trademark isn’t registered, can I still do anything?

Registration is required for the Google complaint. Without it, the practical route is to bid on your own brand name and take the top position yourself.

Will bidding on my own brand eat my budget?

Usually not. Competition on brand searches favours you, so the cost per click stays far below your other campaigns. In budget optimisation this is normally the most efficient line item.

Are people clicking their ad thinking it’s my site?

It happens. The way to measure it is your click-through rate on brand searches — a clear drop after the competitor appeared means the loss is real.

How long does a complaint take?

Google reviews submissions within a few working days. If accepted, the block applies across the board for that trademark.