Why Let Your Competitors Have All the Fun?
Imagine a potential customer is sitting in a café in New Farm, searching specifically for a local air conditioning specialist they’ve heard of. They type the business name into Google. Now, imagine your business appearing right above that competitor, offering a faster response time or a better service guarantee.
In the world of Google Ads, this isn't just possible; it’s a standard tactic known as Competitor Bidding.
If you’ve ever felt like you’re playing catch-up with the bigger players in Brisbane or across Queensland, competitor bidding is your chance to level the playing field. In this guide, we’re going to break down how to do it without breaking the bank or starting a digital war.
The “Comparison Shopper” Mindset: A Fresh Angle
Most people think competitor bidding is about "stealing" customers. I like to look at it differently: you are providing choice.
By 2026, Australian consumers have become incredibly savvy. They rarely buy from the first brand they see. They are in a constant state of "passive research." When someone searches for a specific brand, they aren't always 100% committed; often, they are just looking for a way to contact them or check their prices. This is your window of opportunity to say, "Hey, before you commit, did you know we offer a 5-year warranty instead of 2?"
1. The Golden Rule: Don’t Pretend to Be Them
Before we dive into the tactics, let’s talk about the legalities. In Australia, the ACCC and Google have clear rules.
You CAN bid on a competitor's trademarked name as a keyword. You CANNOT use their trademarked name in your ad copy in a way that misleads the consumer into thinking you are them.
Actionable Insight: Instead of saying "The Best Alternative to [Competitor Name]," focus on your unique value proposition. This is where staying on top of Google Ads creative trends becomes vital to ensure your messaging stands out without crossing legal lines.
2. Choosing Your Targets Wisely
You don’t need to bid on every rival in town. In fact, doing so will burn through your budget faster than a midday sun in January.
The "Big Fish": Target the national franchises that have huge brand awareness but perhaps lack that personal Brisbane touch. The "Similar Size" Rival: Target businesses that offer the exact same service as you but perhaps have slightly lower Google ratings. The "Out-of-Towners": If a company from Sydney is trying to move into the Queensland market, highlight your local expertise. Keywords like "Brisbane Owned & Operated" work wonders here.
3. Crafting the "Why Us?" Ad Copy
When a user searches for a specific brand, their intent is high. Your ad needs to be disruptive but helpful.
Example Scenario: Let's say you run a boutique law firm in the CBD. A user searches for a massive, multi-national law firm. Your ad could lead with: Headline: Tired of Being Just a Case Number? Description: Get one-on-one partner attention and fixed-fee pricing. We’re Brisbane locals, just like you. Book a free 15-minute consult today.
This doesn't attack the competitor; it highlights a pain point (being a "number") that large firms often struggle with. Effective audience targeting in 2026 relies on this type of emotional resonance rather than just keyword matching.
4. The Landing Page Experience
Never send competitor traffic to your homepage. It’s too generic. If someone is looking for "Competitor X," and they click your ad, they need to see immediately why you are the better choice.
Create a dedicated landing page that subtly compares your service pillars. Use a table or a list of bullet points that highlight: Better pricing or transparent quotes. Faster delivery/service times. Local Queensland support vs. overseas call centres.
- Superior reviews or industry awards.
5. Managing Your Budget and Quality Score
Competitor bidding can be more expensive because your "Quality Score" will naturally be lower (since your website isn't actually about the competitor).
The Pro Tip: Set a separate campaign for competitor keywords. This prevents the lower Quality Score of these ads from dragging down the performance of your main search campaigns. When planning your Google Ads budget optimisation, start with a small daily budget—say $10 to $20—and see which competitor names actually convert into leads before scaling up.
Ready to Claim Your Share of the Market?
Competitor bidding isn't about being aggressive; it’s about being present where your customers are already looking. By highlighting what makes your Brisbane business unique, you can turn a rival's marketing spend into your own lead generation machine.
If you’re ready to see how your business stacks up against the competition in the Google Search results, we can help you build a strategy that wins.
Want to see who is bidding on your brand name right now? Contact the team at Local Marketing Group for a digital audit and let’s get your ads in front of the right people.