Competitor Campaigns: Do They Boost Lead Gen?

⬇️ Prefer to listen instead? ⬇️

Competitor keywords can cost significantly less than generic terms in Google Ads.
Google allows competitor bidding, but trademark use in ads can trigger legal issues.
A/B testing showed improved lead quality from competitor traffic despite lower CTR.
Competitor campaigns are particularly effective in location-driven industries like real estate.

If you're running Google Ads and looking for an efficient lead generation strategy, you’re not alone—and a rising number of marketers are using competitor campaigns to achieve faster, more cost-effective results. By targeting branded search terms of rivals, these Google Ads strategies aim to intercept ready-to-convert users, offering a way to lower CPLs, increased visibility, and market share growth. Here's how and when these campaigns can get you the most return on your ad spend.

person using google ads on computer

What Are Competitor Campaigns in Google Ads?

Competitor campaigns are a type of paid search strategy where advertisers bid on branded keywords of their business rivals in Google Ads. For instance, if you run a local landscaping company, you might bid on searches for a competitor like “Green Leaf Landscaping” to attract potential customers who are already in purchasing mode.

These campaigns combine search engine marketing (SEM), targeting based on what people intend to do, and figuring out where you stand against competitors. Unlike generic keyword targeting, which captures a broad audience, competitor campaigns attempt to capture users late in the sales funnel—people who’ve already identified solutions but may still be weighing their options.

Benefits of competitor campaigns:

Reach people who know what they want and are looking.
Find places where competitors are weak in their message or service.
Get noticed much faster compared to long-term SEO efforts.

Importantly, this also lets businesses look closely at who their toughest competitors are. And it helps them find out how to get those competitors' customers with better offers, services, or experiences.

Why Businesses Are Turning to Competitor Campaigns for Lead Generation

Online advertising is getting more competitive, and generic keywords have seen rising costs across most industries. For service-based businesses especially, a cost-per-click (CPC) over $50 is not uncommon—making businesses think more carefully about which keywords to use.

Many businesses are now using competitor campaigns as one way to get more leads. The approach helps:

Avoid higher costs per click on high-volume industry terms.
Get the attention of good leads who are already looking at competitors.
Put your brand right next to others when people are deciding.

When these campaigns are done right—this means using messaging that fits your brand, showing how you're different, and using landing pages that work well—they can lower your cost per lead. They can also get you more total conversions.

Competitor keywords are often less competitive in Google Ads auctions. While fewer advertisers bid on brand names because some people worry about what's right or if they might face legal problems, this can keep costs down. But you have to do it the right way.

person using semrush on laptop screen

Phase One: Sizing Up the Competition

Before running any ads, you need to check out your competitors. Figure out who you should target. Also, see how much chance you have to get new business. Looking closely at competitors makes sure you spend your money well. It also lowers the chances of problems.

Start by using tools like:

SpyFu and SEMrush: Show you which keywords your competitors are bidding on and guess how much they spend on Google Ads.
Google Auction Insights: See who shows up next to you, how often, and their share of times people see ads.
Ubersuggest or Ahrefs: Give insights on keyword gaps. Find branded terms people search for but maybe no one is targeting.

Key things to check:

How often are people searching for their brand name?
What is the cost per click and how much competition is there? Can you pay the cost per click for those terms over time?
Do their customers stick with them? Or will they switch if you offer them better deals?

Here's an example from real life: A tech support provider used SEMrush and found that a bigger brand in their industry was not doing well with people using phones. This was because their landing pages loaded slowly. By targeted that competitor using landing pages that worked well on phones, they got a small but profitable group of customers. And it cost them much less per click.

✅ Pro Tip: Don't go after competitors who are too big, like Amazon or Zillow. Instead, focus on companies in your area or those who serve a specific small market. You can win against them based on your service, prices, or how you treat customers.

business person reviewing keyword planner

Phase Two: Identifying Growth Opportunities

After finding competitors you can go after, the next step is finding where you can stand out and give people searching what they want. Competitor campaigns are most effective when what you offer clearly fills a need or fixes something that often makes customers unhappy.

Tactics to find the sweet spot:

Use Google Keyword Planner and put in your competitor’s brand names and services.
Look for searches like “[Competitor] pricing,” “[Competitor] complaints,” or “[Competitor] alternative.”
Look at the ad text in search results. What are competitors promising? How can you do better?

Avoid:

Bidding on competitors whose brand names are strongly protected by trademarks.
Brands that everyone is targeting. This can lead to competitors fighting back or Google looking closely at your account.

To give an example: One B2B SaaS startup lowered their cost per lead by 60%. They did this by targeting a competitor who was known for charging more and not having good customer service. Their campaign did not compare directly. Instead, it showed off their good points, like how they help new users get started and the support they offer.

Smart messages helped the advertiser show they were a better choice. This led to more conversions.

Crafting Winning Ad Copy Without Using Brand Names

One of the biggest challenges in running competitor campaigns that are fair and work well is writing the ads. Google says you cannot use trademarked names in your ads. You can only do this if you have permission or sell their products. Luckily, you don’t have to use the competitor's name to get good results.

Headline examples that convert:

“Need [Solution]? Discover the Smarter Choice.”
“Unhappy with Your Current [Product]? Try a Refreshingly Better Option.”
“Make the Switch—Rated #1 in [Category] by Real Users!”

Effective ad characteristics:

Make people curious but be clear.
Talk about what makes you different: price, speed, features, customer service.
Use tactics that create a sense of hurry or solve a problem ("30-Day Free Trial," “Fix [Problem] in 1 Call,” etc.)

The goal is to get people to think about your option when they are looking at others. But don't trick them. Always make sure your landing page says what your ad promises. This will keep people from leaving right away and help your Quality Score.

lawyer desk with legal documents and laptop

Know the Risks: Legal and Brand Safety Considerations

While Google Ads allows competitor keyword bidding, there are certain things you cannot do:

Trademark Policy

You may bid on a competitor’s branded keyword, but you cannot:

Use that brand name in your headlines or description without permission.
Make it sound like you are closely connected to the brand.
Say things about your offer that are not true.

Legal Risks

Getting sued just for bidding on a competitor's name doesn't happen often. But you should completely avoid:

Saying things that hurt their reputation.
Saying things that are not true or showing comparisons that trick people.
Making it sound like you are connected to the brand when you are not.

Reputation Management

If you are too pushy, people might say bad things about your brand. Or competitors might fight back. They could bid on your name, for example. This can make costs go up for everyone.

As a safe zone, show how you are different instead of trying to pick a fight. Use phrases like:

“Try an Alternative That Works”
“Experience Easier, Faster Service”

🛡 Think of this as a race, not a messy fight. Play it clean, play it smart.

Testing and Monitoring KPIs Vigilantly

You need to keep testing. This way, you will know if your competitor campaign is getting leads or just costing you money.

Important things to track:

Cost per lead (CPL): Compare this to your own branded or general campaigns.
Click-through rate (CTR): Don’t worry if it’s lower—what matters is if people convert.
Conversion Rate (CVR): When people click, do they become leads? Do they fill out forms, sign up, or ask for demos?
Impression Share: Are people seeing your ads often enough?

Test often:

Different versions of your ads: Change the calls to action, how the ads sound, and the first few words.
Parts of your landing pages: Change the main text, where the form is, or use customer reviews.
How you bid: Try bidding manually vs. using Google's smart bidding. See what works best for your costs and results.

For example, a SaaS firm found that changing calls to action for the season (like “Start Your Spring Projects Here”) made more people click. It raised CTR by 30% for certain times. And fewer people left the page right away.

automated workflow dashboard on office screen

Competitor Campaigns + Content Automation = Scalable Strategy

If you plan to target many different competitors, it becomes even more important to make things personal and relevant.

That’s where content automation tools can help:

Create landing pages automatically. Make each page fit the specific campaign.
Put calls to action into the pages automatically. Make sure they match the ad and what the person was searching for.
Keep your brand looking the same even as you grow. This is very helpful for small teams.

Pairing Google Ads with automated content workflows helps make sure every click leads to a page that matches and works well. This helps turn visitors into leads better. And it doesn't use up all your time and money.

digital markers reviewing ad metrics over coffee

Optimization Tips for Ongoing Success

Competitor campaigns are not “set it and forget it.” You need to check and change things often to keep getting results.

Checklist for staying good:

Change your ads every month. This way, people won't get tired of seeing them.
Check Auction Insights every week.
Add more keyword versions, like longer searches for competitor names.
Quickly stop using competitor terms that aren't doing well.
Make sure each landing page fits exactly what the ad is about (no loose general pages).

Different seasons, changes in the economy, and what competitors do can all change how things work. Stay flexible.

person turning off google ad campaign on screen

When to Move On: Sunset or Scale Strategy

It’s important to know when a competitor campaign is not giving you a good return on your money anymore:

Signs to shut it down:

Your cost per lead goes up while the lead quality gets worse.
Spending a lot of money but not showing up as often.
Competitors fighting back, making things less effective for everyone.

When that happens, you can:

Use what you learned for ads that target your own brand name.
Use what you found out on similar companies in other areas.
Do more of what is working instead of figuring things out all over again.

Think of competitor campaigns as like places to try things out. You learn what your main audience cares about. Then you use that to make everything better, from how you talk about your services to what you say in future ads.

real estate agent showing home listings on tablet

Real Estate Focus: A Vertical-Specific Opportunity

In industries where people know what they want and location is important, like real estate, competitor campaigns can give you a big advantage.

If you target brand names like "Smith Realty Chicago" or "Top Austin Brokers," your agency shows up for buyers and sellers who are already looking for agents. And because many local real estate offices don't have strong paid search plans, so, often, there's not much competition.

Do this with:

Landing pages just for that area.
Calls to action that make people act right away: “See Listings This Weekend,” “Talk to Someone Local Now.”
Ad extensions that target people: show your location, reviews from customers, types of properties.

If you also connect this to listing automation or MLS feeds, you can create a complete system for ads and landing pages that focuses on the local area. This gives small companies the same power as much bigger ones.

Should You Use Competitor Campaigns for Your Google Ads Strategy?

Competitor campaigns won't fix everything on their own. But they can be a main part of a smart plan to get leads on Google Ads. This is especially true when costs are rising and marketers need more return from every click.

Use them to:

Make the most of searches for brand names. This is easier than dealing with lots of general traffic.
Reach groups of people who are closer to buying.
Send messages that make people choose you because of your value and how you're different.

If you do it fairly, use good ideas, and check things often to make them better, competitor campaigns are a good way to get leads. You should think about using them.