Picture this: A customer types your business name into Google, ready to buy or enquire. However, instead of your website, the first result is your competitor.
Frustrating? Absolutely.
Unfair? Maybe.
Allowed? Yes.
Competitor bidding is when another company pays to appear on Google Search when someone looks up your brand. While it may feel like a cheap shot, it’s a common tactic in the digital marketing playbook. At Harper Digital, we help businesses navigate and neutralise these situations with smart, proactive strategies.
Why It Happens
Your brand name usually signals high buyer intent—someone typing it in already knows who you are and is likely close to converting. Competitors know this and see an opportunity to interrupt that journey.
It’s the digital equivalent of setting up a stall outside your storefront and offering a “better deal.” Annoying? Yes. Effective? Sometimes. Legal? Usually.
What You Can’t Control
Let’s start with the bad news:
You can’t stop others from bidding on your brand name as a keyword, unless they misuse your trademark in ad copy. Google allows bidding on competitor names, even yours, as long as no trademark infringement is involved.
So instead of wasting energy trying to “block” them, we shift the focus to outperforming them.
What You Can Do – The Harper Digital Game Plan
We’ve helped dozens of Kiwi businesses defend their digital territory using the following proven tactics:
1. Own Your Brand Search Results
Run a dedicated branded campaign. It’s the best defence. These campaigns are low-cost, ultra-relevant, and put you right back on top when someone searches your name.
Best practice includes:
Headline like “Official [Your Business] Website”
Trust-building copy (e.g., “100% Local”, “4.9★ from 200+ Reviews”)
Sitelinks to your most visited or highest-converting pages
You’ll control the messaging and the experience.
2. Keep Competitors Honest
If your competitor uses your business name or trademark in their ad text (not just as a keyword), you may have a case. Google allows you to submit a trademark complaint, and they will often take action.
We help clients assess and file these where appropriate.
3. Get Stronger Organically
Paid ads aside, Google also shows organic listings, especially for branded searches. If your website doesn’t show up properly for your own name, that’s an issue.
Make sure:
- Your homepage title tag includes your brand
- You’ve claimed your Google Business Profile
- Your brand shows consistently across meta descriptions and page titles
- You want to “own” the first page ads, organic links, maps, and all.
4. Use It as a Competitive Signal
If someone’s targeting your brand, they see you as a threat. That’s a compliment, in a way.
It’s a good time to:
- Check their ads, what are they saying that you’re not?
- Highlight what makes you different (e.g., service, price, location)
- Use remarketing to re-engage visitors who might have clicked away
- Your brand strength can become a moat, with the right marketing strategy behind it.
Don’t Just React. Take Control.
Your brand is your most valuable digital asset. If competitors are targeting it, let’s fight back, but smartly. We can help you build campaigns that outshine and outlast the competition.
Get in touch with Harper Digital today for a free brand protection audit. We’ll review your current visibility, assess competitor activity, and help you turn this frustration into a growth opportunity.
