Brand bidding, trademarks, and Google Ads policy
Before you react to a competitor on your brand terms, it helps to know where the lines actually sit. Bidding on a brand name as a keyword is permitted almost everywhere; using your trademark in the ad text itself is a different matter, and Google’s policy and trademark law each treat it differently.
These guides explain what Google Ads’ trademark policy restricts, how the answer shifts by country, and how to report genuine misuse — without chasing things no one will act on. This is general information, not legal advice.
Guides in this category
4 guidesIs it legal to bid on a competitor’s brand name?
Bidding on a competitor’s brand name as a keyword is legal in most countries; using their trademark in your ad text usually isn’t. Where the line sits, and how it varies by jurisdiction.
Can competitors use your trademark in Google Ads?
A competitor can usually bid on your trademark as a keyword, but not put it in their ad text. The precise line Google draws, and the exceptions that complicate it.
Google Ads trademark policy, explained plainly
What Google’s trademark policy actually restricts (a mark used in the ad itself) and what it doesn’t (keyword bidding, the second-level domain) — plus the reseller, informational, and descriptive-use exceptions.
How to report trademark infringement in Google Ads
A step-by-step guide to filing a Google Ads trademark complaint as the rights holder — what actually qualifies, the evidence to gather, and what to expect after you file.