Google Ads no longer relies only on long-tail keywords and strict exact match targeting. With automation and AI driving ad auctions, Google now prioritizes user intent over exact keyword matches.
Because of this shift, advertisers sometimes see their ads appear for competitor brand name searches. If you are trying to determine whether bidding on competitor names is allowed and what Google’s rules permit, see our full guide on using competitor names in Google Ads. This article explains why this behavior happens and how to control it.
Why Google Ads Matches Your Ads to Competitor Brand Searches
Google Ads offers three keyword match types: exact, phrase, and broad.
- Exact match once meant your ad appeared only for the exact phrase, like “best plumbing company near me.”
- Phrase match allowed small variations, such as “find me the best plumbing company near me.”
- Broad match now lets Google show your ad for searches it thinks are relevant, even if they don’t include your exact words.
As Google shifted toward user intent, exact and phrase match also became more flexible. For example, “couples therapy” can now trigger for “marriage therapist.”
This same flexibility affects broad match, which Google now recommends—but only when combined with Smart Bidding strategies like Maximize Conversions or Target CPA. Using broad match without automated bidding often causes wasted spend or competitor-triggered impressions.
That’s why if you bid on “drug and alcohol rehab,” your ad might show when someone searches for “AdCare Addiction Rehab.”
How to Reduce Competitor Brand Impressions in Google Ads
There’s no complete fix, but two tactics reduce unwanted competitor traffic.
1. Use Exact and Phrase Match Keywords
Avoid full broad match if you’re not using Smart Bidding. Exact and phrase match help narrow your audience and minimize competitor traffic. They’re less flexible but still capture relevant intent with fewer mismatched impressions.
2. Add Competitor Names as Negative Keywords
Create a negative keyword list with competitor brand names. Apply it across your campaigns. This blocks those terms from triggering your ads. Review your search terms report regularly and add new competitors you discover.
Should You Stop Using Broad Match Keywords?
Not necessarily. Broad match with Smart Bidding can outperform other types because Google’s AI learns which searches convert best for your goals. It can even uncover new keyword opportunities that manual targeting would miss. The key is to balance automation with control—use negative keywords and monitor performance closely.
Conclusion: How to Stay Competitive on Google Ads
Competitor brand triggers are a byproduct of Google’s automation, not a mistake in your campaign. By combining Smart Bidding, targeted match types, and negative keyword lists, you can protect your budget while keeping Google’s AI working in your favor.
If you’re unsure how to optimize this balance, our team at Brand House Marketing can audit your account and create a keyword strategy that minimizes wasted spend and improves conversions.
Reach out to us today to see how we can help your Google Ads work smarter—and outperform your competitors.