You might spot a competitor’s weakness in Google and think, “Can I start going after their name?”
Maybe you want to mention them directly in your ad copy. Or perhaps you just want to bid on their brand name as a keyword and appear above them.
It’s a common strategy discussion in PPC. And it’s also one that causes a lot of confusion.
In this post, I’ll explain exactly what is and isn’t allowed in Google Ads when it comes to competitor names. I’ll also cover whether bidding on competitors actually works in practice.
Can I Mention a Competitor in My Google Ads?
Google treats a competitor’s name in your ad copy differently from the same name used as a keyword.
Google’s trademark policy says it restricts the use of trademarks in ads from direct competitors when it reviews a trademark complaint and finds the use should be restricted. It also restricts confusing, deceptive or misleading use. Do not assume that being allowed to bid on a name lets you use it in the advert.
For example, if you tried to write an ad saying:
“Better Than Compare the Market”
“Cheaper Than Compare the Market”
“Switch From Compare the Market Today”
That would likely be disapproved if the name is trademark protected.
What About Mentioning Brands You Sell?
This is different.
If you are an authorised reseller or legitimately selling a branded product, you can often mention that brand in your ads. However, you should:
Check the trademark policy carefully
Ensure you have permission where required
Follow brand guidelines
The key distinction is this:
Using a competitor’s trademark in your ad = subject to Google’s trademark restrictions
Mentioning a brand you sell legitimately = potentially allowed
Always err on the side of caution. Ad disapprovals and policy violations are not worth the hassle.
You can read the official Google Ads guidelines here.
What About Using a Competitor’s Name as a Keyword?
This is where things change.
Yes, you are allowed to bid on a competitor’s brand name as a keyword.
For example, if you wanted to target searches for Compare the Market, you could add that brand name as a keyword inside your campaign.
You’re not mentioning them in your ad copy. You’re simply choosing to appear when someone searches for them.
How to Add a Competitor Keyword in Google Ads
For the full walkthrough, including setup and checks after saving, read how to bid on competitor keywords in google ads.
Does Bidding on Competitors Work?
It can do. But it isn’t always recommended for every business.
Here’s the reality.
Most people searching for a competitor’s name are highly focused. They already know who they want. They’re often intent on clicking that specific brand.
So your ad might show. But will they click it?
Sometimes no.
However, there are situations where it can work well:
You have significantly cheaper pricing
You offer a strong incentive or discount
It’s an industry where switching is easy
Buyers are still in comparison mode
Your value proposition is clearly different
In many cases, competitor keywords can actually have lower CPCs because fewer advertisers bid on them compared to generic high-intent terms.
That said, you need to test carefully. Monitor:
Click-through rate
Conversion rate
Cost per acquisition
Overall profitability
In my experience, competitor campaigns can work nicely as a small, controlled test budget. I wouldn’t rely on them as your core acquisition strategy.
When Should You Avoid Competitor Bidding?
There are scenarios where I generally advise against it:
Very tight margins
Highly brand-loyal industries
Low conversion rates already
Small budgets that need maximum efficiency
If your budget is limited, it’s often better to prioritise high-intent generic terms or your own brand protection first.
Competitor bidding is usually a tactical addition, not the foundation of your PPC strategy.
Conclusion
So, can you use competitor names in Google Ads?
Using a competitor’s trademark in ad copy can be restricted under Google’s trademark policy.
Yes, you can bid on competitor brand names as keywords.
The strategy can work in certain situations, but it needs to be tested carefully and managed properly.
If you're interested in professional PPC management to grow your business, feel free to get in touch via my contact page at jonnyswiftppc.com/contact. I'd be happy to discuss how PPC can work for you.