Podcast Summary: The Paid Search Podcast

Episode 507: Stealing Clicks From Your Competitors
Host: Chris Schaeffer, Certified Google Ads Specialist
Date: April 6, 2026

Overview

In this episode, Chris Schaeffer dives deep into one of the most debated tactics in Google Ads: targeting your competitors’ brand names and products. Chris clearly lays out when this strategy works, why it often fails, and provides step-by-step recommendations for advertisers who are determined to try it. His candid perspective encourages listeners to approach competitor campaigns with caution, focusing on budget, motivation, differentiation, and practical campaign setup.

Key Discussion Points and Insights

Should You Target Competitors in Google Ads?

• Chris’s Stance: Most advertisers shouldn’t run competitor campaigns due to budget restrictions and low quality leads.
• Budget Consideration: Many campaigns are already underfunded for their core keywords.
  • “Very few campaigns are able to fully saturate their core keywords and make sure that their ads are showing up all day, all the time, near the top of Google for what’s most important to them.” (06:44)
• Quality of Leads: Leads generated from competitor keywords are often unmotivated to switch.
  • “Imagine you walk into a store and you realize you’re in the wrong store… You’re immediately going to be unmotivated to change your mind.” (08:18)
• Potential for Retaliation: Others may retaliate by bidding on your brand, starting a bidding war.
  • “You could be inviting a bidding war on your own brand... you now have a, an arch villain that you’re fighting against and you only brought it upon yourself.” (10:37)

When and How to Make Competitor Campaigns Work

1. Target Pre-Decision Searches

• Bid on competitor keywords plus qualifying terms (e.g., price, cost, reviews, estimate).
• Rationale: These users haven’t committed yet; they’re researching.
• “If they search for a competitor name plus ‘price’ or ‘cost’ or ‘reviews,’ you can probably assume this person has not yet engaged with the company.” (13:12)
• Avoid bidding on just the brand name alone.

2. Differentiate in Your Ad Copy

• Use headlines to state a clear, concrete difference: price, feature, benefit, value.
• Don’t make generic claims; make your advantage specific and compelling.
• “Don’t just say we’re better because we say so. That’s not what I’m talking about. I want something distinctive.” (15:34)

3. Support with Comparison Landing Pages

• Direct users to a dedicated comparison or side-by-side page.
• Keep information concise and mobile-friendly.
• “Having a page that does a type of comparison or some type of logical argument about why this is a better choice... that is another great method.” (17:10)

Why Competitor Campaigns Often Fail (20:25)

1. No Real Differentiator
   • If there’s no true, significant difference between your offering and the competitor's, the campaign will flop.
   • “For the consumer, from their point of view, a roof is a roof. Can you do it cheaper than this guy?” (21:30)
2. Generic Landing Pages
   • Sending traffic to your homepage makes no argument to switch.
   • “There’s no argument being made. There’s nothing specific about why.” (23:07)
   • Phone call click-throughs are especially problematic: users typically hang up after realizing they didn’t reach the intended company.
3. Budget Diversion
   • Pulling budget from core keywords underperforms where it matters most.
4. Consumers Are Already Familiar with Competitor
   • Convincing someone to switch from a known brand is a major uphill battle.

Chris’s Pro Tips for Running Competitor Campaigns (26:00)

1. Run a Separate Campaign

• Use a dedicated campaign with its own budget; never mix with core campaigns.
• “This should be a separate campaign with its own dedicated budget.” (28:08)

2. Manual Bidding Only

• Avoid automated strategies; manual CPC gives you more control.
• “I do not think any other bidding strategy is appropriate... You just need to show up and you need to show up near the top.” (29:19)
• Manual bidding is still available—use it even though it’s hidden.

3. Use Exact Match Keywords

• Only bid on precise keyword variants (e.g., [Competitor Name + Price]).
• Do not use broad or phrase match—avoid irrelevant or highly intent brand queries (like ‘address’ or ‘phone number’).
• “Exact match only. Manual bidding only, in its own campaign.” (32:11)

4. Pin Headlines in Ad Copy

• Manually set and fix (pin) ad headlines; don’t allow Google’s automation to randomize.
• “Goodness gracious, don’t let AI do it either. Piece of trash suggestions. Absolute crap.” (34:21)

5. Limit Ad Scheduling to Prime Hours

• Only show ads during selected high-value windows, not all day.
• Avoid mornings (competitor staff often check their own keywords then).
• E.g., 9am–2pm.
• “I suggest limiting it to a narrow window, a key time of the day. Not all day. Absolutely not all day.” (36:10)

Memorable Quotes

• On why competitor campaigns are risky:
  “You now have a, an arch villain that you’re fighting against and you only brought it upon yourself.” (10:37)
• On having a real value proposition:
  “If there’s not anything distinctively different, you’re going to have a hard time convincing anyone on a competitor campaign to choose you.” (21:42)
• On the quality of competitor campaign advice online:
  “Goodness gracious, don’t let AI do it either. Piece of trash suggestions. Absolute crap.” (34:21)
• On manual bidding’s longevity:
  “Let’s pause for a minute and just enjoy the fact that Chris was right. It’s not gone. It’s not going anywhere.” (31:49)

Timestamps for Important Segments

• 00:00–04:45 — Intro and Sponsor Message (Optio)
• 04:46–12:00 — Why Chris Advises Against Competitor Campaigns
• 12:01–19:30 — When and How Competitor Campaigns Can Work
• 20:25–26:00 — Four Common Reasons These Campaigns Fail
• 26:01–37:00 — Chris’s Detailed Campaign Set-Up Recommendations
• 37:01–End — Closing Thoughts and Contact Info

Takeaway

Chris provides a clear, experience-backed perspective: competitor targeting in Google Ads is high-risk, low-reward for most advertisers. If you must try it, follow his tactical steps—focus on qualified searches, craft compelling ads and landing pages, keep campaigns separated and manual, and control exposure tightly. For most, however, focusing on core keywords is the smarter play.

Contact Chris: chrisschaeffer.com for Google Ads management or coaching.
Podcast Website: paidsearchpodcast.com