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In the world of Google Ads and digital marketing, few questions stir up as much debate as this:
Should you pay for branded searches on Google Ads?
You already rank #1 organically for your brand name. So why pay Google for clicks you feel you’ve already earned
It’s a valid concern—and one that deserves a closer look.
Let’s break it down.
1. Organic Click-Through Rates Aren’t 100%
You might be ranking first on Google’s organic listings, but that doesn’t mean everyone is clicking.
According to WordStream, the top organic result typically captures only about 31% of clicks.
That means 7 out of 10 users are clicking elsewhere—on paid ads, lower organic results, or they’re abandoning the search entirely.
That’s a huge chunk of potential traffic slipping through your fingers.
2. Paid Ads Appear Above Organic Listings
Regardless of how strong your SEO is, paid ads always outrank organic listings visually.
If your competitors are bidding on your brand, their ads appear above your own site—even if you're the one being searched for.
Imagine someone typing in your brand, and the first thing they see is a competitor’s offer.
They click it, and just like that, you lose a potential customer—and your competitor wins the traffic you generated.
3. Keyword Matching Has Evolved—Be Prepared
Google Ads no longer relies solely on exact match targeting.
Thanks to semantic matching and Smart Bidding, competitors can unintentionally (or deliberately) trigger ads on your brand name—even if their keywords weren’t an exact match.
If you're not bidding on your brand, you could be outpaced by others using broad or phrase match terms that overlap with your business.
Even Smart Bidding algorithms will prioritize higher conversion potential, which means competitor bids could beat you in branded placements, simply based on performance signals.
4. Branded Ads Offer Customization & Control
Running a branded campaign gives you total control over the user experience:
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Direct visitors to special offers, product launches, or specific landing pages.
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Use sitelinks to promote “20% off until June 30” or highlight customer reviews.
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A/B test new ad copy without waiting for organic rankings to change.
It’s about tailoring the narrative when people are already interested in you.
5. New Brands Need to Capture Their Demand
If you're investing in top-of-funnel discovery ads on YouTube, Meta, or display networks, then branded search ads are critical.
Here’s why:
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People see your awareness ads.
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They remember your name and search it on Google.
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If your brand ad doesn’t show up—someone else might be waiting to scoop up that demand.
A small investment in branded search ads ensures you capture the interest your broader campaigns create.
Conclusion: What’s the Right Move for You?
There’s no one-size-fits-all answer.
It depends on your brand maturity and competitive landscape.
Here’s a simple framework:
You rank #1 and no one is bidding on you:
- You may not need a branded campaign.
- Monitor manually every 1–2 months or track dips in direct/brand traffic via analytics.
Competitors are bidding on your brand name:
- Time to launch a defensive branded campaign.
- Use phrase and exact match, monitor Auction Insights, and protect your search real estate.
You’re a new brand running awareness ads:
- Capture the interest you’re generating.
Branded ads help drive discovery-based searches directly to your highest-converting offers.
Have a great week,
Aaron
- Monday 30th June, 8pm AEST: Should You Pay For Branded Searches in Google Ads
- Wednesday 2nd July, 8pm AEST: Strategies To Increase Client Retention With Denie Geerzten
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