Competitor targeting in Google Ads is widely misunderstood. After seeing so much misinformation online, Google Ads Coach Jyll Saskin Gales sets the record straight in episode 137. She breaks down common competitor targeting myths, explains what Google’s policies actually say, and shares how to run competitor campaigns that drive great results - while staying fully compliant.
You will learn how automation features like text customization and broad matching can accidentally trigger ads that impersonate other businesses, putting your account at risk. Jyll walks through practical settings to protect your brand, including negative keywords, brand exclusions, and unbranded targeting options in AI Max. Finally, she shares a real competitor conquesting strategy she implemented with her client, and how you can achieve extraordinary (and compliant!) results.
Key topics covered in this episode:
The critical difference between trademark policy and misrepresentation in Google Ads
Why impersonating competitors in ad headlines breaks Google policy and local consumer protection laws
How text customization and AI Max can lead to unintended competitor targeting
Practical ways to prevent accidental policy violations using brand exclusions and negative keywords
A step-by-step strategy for running high-performing, compliant competitor comparison campaigns
Jyll references this LinkedIn post by Darren Shaw in the episode: https://www.linkedin.com/posts/darrenshawwhitespark_update-moz-contacted-me-this-is-just-google-activity-7493791667062210560-dL2n
You can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode137
Google Ads Coaching Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode137
Inside Google Ads course More than 1000 marketers like you have mastered Google Ads with Jyll's courses. Join Inside Google Ads now to get exclusive access to video tutorials, templates & cheat sheets, JyllBot, top industry experts, and more. See what you're missing at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode137
Follow Jyll on social media https://www.linkedin.com/in/jyllsaskingales https://www.youtube.com/@the_google_pro https://www.instagram.com/the_google_pro https://www.threads.net/@the_google_pro
Podden och tillhörande omslagsbild på den här sidan tillhör
Jyll Saskin Gales. Innehållet i podden är skapat av Jyll Saskin Gales och inte av,
eller tillsammans med, Poddtoppen.
