I want to launch a Google Ads campaign targeting our competitors' company names, but our legal team is terrified of getting a cease-and-desist letter or getting our ad account banned for copyright infringement. Is it actually legal to bid on trademarked brand names in paid search, or are we breaking Google's rules?

This is the most common concern legal teams have, but from a purely technical and regulatory standpoint, competitive brand bidding is completely allowed by Google and major ad networks. For a full breakdown of the legal boundaries and industry rules regarding this tactic, take a look at this comprehensive guide: https://bluepear.net/blog/bid-on-competitor-keywords-ppc  .


The golden rule to remember is that you are allowed to use a competitor’s trademarked brand name as a keyword trigger in your backend settings. Google will not penalize you for that. However, where you can get into serious legal trouble is if you use their trademarked name inside your actual ad copy text or headlines to deceive users. As long as your visible ad text remains completely truthful, does not claim you are affiliated with them, and focuses strictly on your own brand name and unique value proposition, you are completely within your legal rights to bid on their keywords.

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