My View on Google Ads Competitor Campaigns… Yes or No?

best google ads strategy 2025 competitor campaigns google ads google ads bidding strategies google ads competitor campaigns should you run competitor campaigns Apr 28, 2025

Are Google Ads competitor campaigns worth it?

Should you target your competitors’ brand names with ads, or avoid it?

In this guide, I’ll share my full view — when Google Ads competitor campaigns make sense, when they don’t, and how to run a competitor strategy properly if you choose to.

Let’s dive straight in.

Why You’re Seeing More Competitors Bidding on Your Brand

First, a quick reality check:
You’re not imagining it — competitors really are spending more on your brand keywords.

But much of it is unintentional, and here’s why:

Google Ads shifted from exact match keywords to targeting the meaning behind searches.
Even if a competitor bids on a similar term, your brand could still trigger an ad.
Performance Max campaigns often show ads across search results by default, unless advertisers manually exclude brand and competitor terms.

Result:
Even casual campaigns could be bidding against your brand — without the advertiser even realizing it.

Should You Run a Competitor Campaign on Google Ads?

Now to the big question:
Should you run competitor campaigns in Google Ads?

Short answer: It depends.

There are two important factors to consider:

1. Industry Norms and Competitor Relationships

In SaaS, e-commerce, and supplements, competitor campaigns are common.
In local services or professional sectors, it can feel personal or even unethical.

2. Your Business Values and Paid Strategy

Some brands avoid competitor bidding on principle.
Others see it as a smart way to capture market share.

My view:
Competitor campaigns are fine if they’re strategic, ethical, and set up correctly — otherwise, you’re risking unnecessary costs and conflicts.

Why You Should Be Cautious with Competitor Campaigns

Competitor campaigns in Google Ads aren’t risk-free. Here’s what you need to know:

Higher CPCs:
Bidding on someone else’s brand will cost more per click than protecting your own.
Lower Conversion Rates:
People Googling a competitor's name already trust them — convincing them otherwise is a steep uphill battle.
Increased Competition and CPC Wars:
Retaliation from competitors could increase your brand CPCs — remember, Google Ads is an auction.

If you’re not careful, you could end up paying more, converting less, and creating problems you didn’t intend.

When Google Ads Competitor Campaigns Make Sense

There are times when competitor bidding is smart and strategic — especially if you have clear, undeniable Unique Selling Propositions (USPs).

Here’s a real-world example:

Ems for Kids — a brand selling hearing protection earmuffs for children.
Cheaper competitors entered the market but failed to meet international safety standards.
We ran ads stating:
"The ONLY kids earmuffs that meet both EU & US safety standards."

Clear USP
Legal and ethical advantage
Direct comparison without being misleading

Result:
The campaign succeeded because we had true value the competitor couldn’t match.

👉Google Ads Competitor Campaigns: Boost Your Market Share the Right Way

How to Set Up a Google Ads Competitor Campaign (Properly)

If you decide to move forward, here’s how to do it right:

1. Create a Separate Campaign for Competitor Bidding

Control spend separately.
Keep budgets lean and monitor performance closely.

2. Focus on Strong, Verifiable USPs

Never just say you are “better.”
Highlight facts the competitor cannot claim — like safety certifications, superior customer service, or faster shipping.

3. Use a Comparison Landing Page

Do not send competitor traffic to your homepage.
Build a dedicated comparison page that honestly shows differences.

Be respectful.
Be clear.
Help customers make an informed decision.

Final Verdict: Yes or No to Competitor Campaigns in Google Ads?

Here is the final advice:

YES — Run competitor campaigns if you have clear USPs, a good reason, and a smart setup.
NO — Avoid them if you are just reacting emotionally or copying others without a proper strategy.

Always remember:
Protect and maximize your brand first.
Your brand name traffic is where your most profitable and consistent wins will come from.