How to Run Competitor Conquesting Campaigns That Win Market Share
Bidding on competitor brand terms can capture high-intent traffic. Here's the strategy, ad copy, and landing page approach that converts.
Competitor conquesting means bidding on competitor brand names in Google Ads and serving ads to people searching for your competitors. It is controversial but effective when done correctly.
The strategy requires three elements: targeting (competitor brand terms plus product terms), ad copy (you cannot use competitor names in ad text, but you can reference comparison and alternative messaging), and landing pages (dedicated comparison pages that objectively position your product against the specific competitor).
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We cover the legal guidelines (what you can and cannot do), the campaign structure that separates conquesting from other campaigns, the ad copy templates that comply with policies while capturing attention, and the landing page template that converts competitor-searching traffic. Includes typical CPC ranges and conversion rate benchmarks for B2B conquesting campaigns.
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