The Truth About Bidding on Your Competitor’s Name
If you’ve ever searched for a specific business in Brisbane—maybe a plumber in Coorparoo or a law firm in the CBD—you’ve likely noticed something strange. You type in the name of 'Business A', but the very first result at the top of Google is 'Business B'.
This isn't a mistake. It’s an intentional strategy called competitor bidding.
In the world of Google Ads, you can pay to have your name show up when someone searches for your rival. At Local Marketing Group, we get asked about this constantly. Small business owners see their competitors doing it to them and they get angry. Or, they want to know if they can use it to 'steal' customers away from the big guys.
Here is the blunt truth: bidding on competitors can be a goldmine or a massive money pit. Most people do it wrong, end up paying double for a lead, and then wonder why their phone isn't ringing.
This guide is for the business owner who wants to know: Is this a waste of money? And if I do it, how do I actually get the booking?
Why Most Business Owners Fail at This
I’ve seen dozens of Brisbane tradies and professional services firms try this and give up after a week. They say, "I spent $500 bidding on my rival's name and didn't get a single call."
Here is why that happens. When someone types 'Jim’s Plumbing' into Google, they are looking for Jim. If your ad pops up saying 'High-Quality Plumbing Services', the user’s brain often ignores it because it’s not what they asked for.
To win this game, you have to give them a reason to change their mind in a split second. You aren't just showing up; you are trying to interrupt a pre-determined decision. If you don't have a better offer, a faster response time, or a more professional look, you are just throwing money at Google for the sake of it.
The Cost: Is It More Expensive?
Yes. Usually.
Google likes to show people what they are actually looking for. If someone searches for your competitor and you show your ad, Google considers your ad 'less relevant'. To make up for that, they charge you more per click than they charge the actual business owner.
However, if your competitor is a massive national franchise with huge markups, paying a bit extra for that click might still be cheaper than other ways of finding a customer. You need to look at your real way to win by focusing on the quality of the person clicking, not just the number of clicks you get.
3 Ways to Win the 'Competitor War' in 2024
The landscape is changing. Google is using more automation, which means you can't just set a high bid and hope for the best. Here is how we are helping Brisbane businesses win right now.
1. The "Better Offer" Tactic
If you are going to show up when someone wants your rival, you need to hit them with an offer they can't ignore. - Competitor: "Smith & Sons Roofing" - Your Ad: "Don't wait 3 weeks for Smith & Sons. We offer 24-hour emergency roof repairs in Brisbane Northside."You are addressing a pain point (wait times) and offering an immediate solution. This turns a 'search' into a 'booking'.
2. The "Local Hero" Angle
Many big national companies spend a fortune on Google Ads but provide terrible, impersonal service. If you are a local family business in the Redlands or Ipswich, use that. - Your Ad: "Sick of call centres? Talk to a local Brisbane mechanic who actually picks up the phone."People value local reliability. Often, they only searched for the big brand because they didn't know a better local option existed. Show them you exist.
3. Using New Tools to Save Cash
Google has released several automated features recently that can help you find these customers without you having to manually guess every competitor's name. By using Google's newest ad tool, you can often find 'lookalike' customers who are likely to switch to your business for a much lower cost than traditional bidding.When Is Bidding on Competitors a Waste of Money?
I’ll be honest with you—sometimes this is a terrible idea.
Don't do it if: - You have a bad website: If your site is slow or doesn't work on phones, you are paying a premium to send someone to a broken shopfront. They will leave immediately. - Your prices are much higher: If you are bidding on a 'budget' competitor but you are a 'premium' service, you’re wasting money. Those customers are looking for a bargain, not you. - You aren't answering the phone: This sounds basic, but I see it all the time. If you pay $15 for a click on a competitor's name, and that person calls you, you MUST answer. These leads are 'hot'—if they don't get you, they’ll just call the person they originally searched for.
The "Defensive" Play: Protecting Your Own Name
What if your competitors are bidding on your business name? It feels like they are stealing your customers, right?
In this case, you almost always have to bid on your own name. It’s annoying to pay for clicks from people who were looking for you anyway, but it’s cheaper than losing a $2,000 job to the guy down the road who put an ad above your organic listing.
Think of it as an insurance policy. It ensures that when someone searches for you, they see your message, your phone number, and your five-star reviews first.
How Long Until You See Results?
Unlike SEO, which takes months, Google Ads start working the moment you turn them on. However, competitor bidding usually takes about 2 to 4 weeks to "dial in."
In the first week, we usually see which competitors are too expensive to bid on and which ones are 'soft targets' where we can easily win customers. By month two, you should see a steady stream of enquiries coming from people who originally intended to go elsewhere.
What Should You Do First?
Don't go out and bid on every rival in Brisbane tomorrow. You'll go broke.
1. Identify 3 main rivals: Choose the ones who are similar to you in size and service. 2. Check your website: Ensure it actually sells your service rather than just looking pretty. It needs to work perfectly on a mobile phone. 3. Craft a specific offer: Why should they choose you over them? Write it down. 4. Start small: Allocate a small portion of your budget to these 'competitor' keywords and track every single phone call that comes from them.
The Bottom Line
Bidding on competitors isn't about being 'mean' or 'aggressive'—it’s about being an option for customers who haven't made up their minds yet. In a competitive market like Brisbane, if you aren't showing up, you're invisible.
At Local Marketing Group, we don't care about 'impressions' or 'clicks'. We care about your phone ringing. If bidding on a competitor makes your phone ring with a high-profit job, we do it. If it doesn't, we cut it and move the money to something that works.
Stop letting your rivals take the best jobs in your suburb. It’s time to get your business in front of the right people.
Ready to grow your business without the guesswork? Contact Local Marketing Group today and let’s talk about a plan that actually puts money in your bank account.