Can competitors use your brand name in Google Ads?

Keywords versus ad text

In most regions, Google does not investigate or restrict the use of trademarks as keywords. A competitor can usually choose your brand name as a keyword, so their ad appears when people search for you.

Using a trademark in the ad text is different. If a competitor puts your trademarked name in their headline or description, the trademark owner can submit a complaint, and Google may restrict those ads.

Exceptions

• Resellers and informational sites may be allowed to use a trademark in ad text in some cases.
• Rules differ by country and change over time.
• Policies on keywords and ad text are separate from what courts decide about trademark law.

What this means in practice

You usually cannot force a competitor off your brand keyword through Google. You can stop them using your name in their ad, ask them directly to stop, and make sure your own ad appears first. To do any of that you need to know when it happens, which is what brand monitoring is for.

This guide is a general summary, not legal advice. Read Google’s current trademark policy and take legal advice for your situation.