Should you pay for branded searches in Google Ads
Jun 30, 2025Is paying for branded search ads on Google a smart strategy—or just wasting ad spend?
It’s one of the most debated topics among digital marketers and business owners. If your website already ranks #1 organically for your brand name, it’s tempting to think there’s no need to invest in Google Ads targeting those same branded terms.
But like many things in marketing, the answer is not black and white. Below, we’ll explore when and why bidding on your own brand might be not only helpful—but essential.
1. Organic Rankings Don’t Capture All Clicks
Ranking first on Google organically doesn’t guarantee you’re capturing all the traffic. According to WordStream, the top organic search result receives about 31% of total clicks on average.
That means nearly 70% of users either click a paid ad, scroll further down the page, or abandon the search entirely. Without a branded ad in place, you may be missing a significant share of potential customers—especially those in the decision-making phase.
2. Competitor Ads Appear Above Your Organic Listings
Google Ads always displays paid results before organic listings. If your competitors are bidding on your brand name, their ad will appear above your listing—even when someone specifically searches for your business.
Imagine a user searching for your company, but the first result they see is a competitor’s ad. One click, and they’re on a different site. You’ve lost a customer who was already interested in your brand.
Branded campaigns act as a defensive strategy, preventing competitors from intercepting high-intent traffic.
3. Google’s Keyword Matching Is No Longer Exact
Google Ads has evolved beyond exact keyword matching. The algorithm now uses semantic relevance, meaning broad and even exact match ads from competitors can unintentionally trigger on your brand terms.
Additionally, smart bidding strategies can outpace your visibility if competitors are driving conversions—even if those conversions are from traffic intended for you.
Setting up a branded campaign ensures you control how and when your brand name appears in search results, regardless of what others are bidding on.
👉The Google Ads Terms You Need to Know
4. Branded Ads Offer Control and Customization
Beyond brand protection, branded search ads allow you to customize the user journey in ways organic listings cannot.
With a branded campaign, you can:
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Direct users to specific landing pages for product launches or services
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Promote time-sensitive offers such as seasonal discounts or flash sales
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Use sitelinks to showcase multiple services, FAQs, or contact options
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Tailor ad copy to align with marketing campaigns or events
This level of control can increase conversion rates and improve overall campaign performance.
5. Essential for New Brands and Top-of-Funnel Campaigns
If you’re running top-of-funnel (TOF) marketing campaigns—on platforms like YouTube, Google Display, or Meta—branded search ads are critical for capturing the demand you create.
Here’s how it works:
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A user sees your brand in a video or display ad
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Later, they search your business name on Google
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Without a branded search ad, they may see competitor results or generic listings
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With a branded ad, you guide them directly to a high-converting destination
This strategy ensures you're capitalizing on awareness-driven traffic and not losing potential customers in the final step of the journey.
Conclusion: When to Run a Branded Search Campaign
Whether you should bid on your brand comes down to your current situation. Here are three common scenarios:
Scenario 1: You rank organically and competitors are not bidding
You may not need branded ads right now. Conduct manual brand searches monthly and monitor Google Ads analytics for changes in traffic or impression share.
Scenario 2: Competitors are bidding on your brand name
Launch a branded campaign immediately. Use exact and phrase match keywords, monitor Auction Insights, and set strong ad copy to reclaim lost traffic.
Scenario 3: You’re a new brand running discovery or TOF campaigns
Always run branded search ads to capture interest generated across other platforms. Direct users to tailored offers, key landing pages, and relevant calls to action.