Running a competitor campaign—where you bid on your competitors’ brand names or target their customers—can be one of the most effective strategies in PPC marketing. Done right, it can drive high-quality traffic from people already considering a solution like yours.
But there’s a fine line between smart strategy and policy violation. If you’re not careful, your campaign could get flagged, your ads disapproved, or even your account suspended.
In this post, we’ll walk through how to build a high-performing, compliant competitor campaign on Google Ads (and beyond) without crossing any lines.
What Is a Competitor Campaign?
A competitor campaign is a paid search strategy where you target keywords or audiences associated with your direct competitors. The goal is to attract customers who are actively searching for alternative solutions—ideally, yours.
Examples:
- Bidding on search terms like “Brand X alternative” or “Company Y vs [Your Company]”
- Targeting users who recently visited competitor websites (via display or social platforms)
- Creating landing pages that compare your product against another
Is It Legal to Run Competitor Campaigns?
Yes, bidding on competitor names as keywords is allowed under Google Ads policy. However, you cannot use a competitor’s trademarked name in your ad copy unless you are authorized.
👉 What’s allowed:
- Bidding on “Brand X” as a keyword
- Writing ad copy like: “A Better Alternative to Brand X”
🚫 What’s not allowed:
- Writing ad copy that says: “Cheaper Than Brand X” (if Brand X is trademarked and you’re unauthorized)
- Misleading comparisons or claims that violate Google Ads Misrepresentation Policy
How to Run a Successful Competitor Campaign
1. Research the Right Competitor Campaign Keywords
Start by identifying competitors your audience already searches for. Use tools like:
- Google Keyword Planner
- SEMrush or Ahrefs
- Your own Search Terms Report
Look for terms such as:
[Competitor Name] alternativeBrand X vs Brand Y[Competitor Name] reviews
Be sure to focus on high-intent keywords that signal users are considering a switch.
2. Create Ad Copy That Stays Compliant
Your ad copy should hint at comparison without violating trademark policies. Use phrases like:
- “Compare us to [industry leaders]”
- “A smarter solution for [problem]”
- “Top-rated alternative to leading platforms”
Avoid directly naming trademarked competitors unless you’re approved to do so.
3. Build a Landing Page Focused on Differentiation
A competitor campaign is only as strong as its destination. Build landing pages that:
- Show feature comparisons or side-by-side benefits
- Reinforce trust through testimonials and social proof
- Emphasize what sets you apart (price, service, innovation, etc.)
4. Use Negative Keywords to Filter Unqualified Traffic
Protect your budget by excluding:
- Job seekers: “careers,” “jobs at [competitor]”
- Support queries: “login,” “customer service,” etc.
- Research terms: “definition,” “what is,” “how to use”
5. Monitor Performance & Adjust Often
Competitor campaigns require close attention. Track:
- Quality Score (often lower due to brand bidding)
- Bounce rate on landing pages
- Conversion rates by keyword
- Cost-per-click vs. other campaigns
If Quality Score suffers, consider alternative angles like solution-based or pain-point-based keywords.
A Word of Caution: Competitor Campaign Pitfalls
Running a competitor campaign can be powerful—but risky if mismanaged. Avoid these missteps:
❌ Using a competitor’s trademark in your ad copy without permission
❌ Making false claims or unfair comparisons
❌ Sending users to misleading or irrelevant landing pages
❌ Violating ad policies (resulting in suspension)
How Twofold Helps You Run Smarter Competitor Campaigns
At Twofold, we help growth-minded companies run ethical, effective competitor campaigns that deliver results without risking account violations.
We offer:
✅ Keyword research focused on competitor and alternative searches
✅ Ad copy that converts and stays within policy
✅ Comparison-style landing pages built for conversion
✅ Negative keyword strategies to reduce wasted spend
✅ Ongoing optimization and performance tracking
We don’t just run ads—we build strategies that outsmart the competition.
Let’s Talk About Beating Your Competitors
Final Thoughts
A well-run competitor campaign can steal market share, drive qualified leads, and increase brand visibility. But there’s a smart way to do it.
With the right strategy, messaging, and compliance in place, you can capitalize on competitor searches and turn curiosity into conversions—without getting banned in the process.
Partner with Twofold for Smarter, Safer Google Ads Campaigns