Why Are Your Competitors Showing Up When People Search for You?
Have you ever typed your own business name into Google, only to see a competitor’s ad sitting right at the top of the page? It’s incredibly frustrating. You’ve spent years building your reputation in Brisbane, yet there’s a rival business trying to intercept your customers at the very last second.
This brings up one of the most common questions I get from small business owners: "Why should I pay Google for clicks when people are already looking for me?"
In the world of Google Ads, we split things into two camps: Brand Ads (people searching for your specific business name) and Non-Brand Ads (people searching for what you do, like 'electrician Chermside' or 'lawyer near me').
Most business owners are getting this balance completely wrong. They are either letting competitors steal their best leads, or they are burning through cash on the wrong types of searches. Here is the direct, no-nonsense guide on how to handle this so you actually make money.
The Truth About Bidding on Your Own Name
I’ll be honest: it feels like a rort. Paying Google so that your own name shows up seems like a waste of money. However, if you don’t do it, you are leaving the door wide open for competitors to bid on your name and lure your customers away with a "better deal" or a flashier headline.
I recently spoke with a landscaper in Carindale who was furious because a big franchise was appearing every time someone searched for his business. He was losing about three or four high-value quotes a month because people just clicked the first thing they saw.
When you SHOULD pay for your own name:
1. Your competitors are bidding on you: If they are there, you have to be there. Most people click the first or second result. If that’s not you, you’re losing money. 2. Your organic listing is low: If your website doesn't naturally appear at the #1 spot for your name, an ad ensures you stay at the top. 3. You want to control the message: You can use an ad to highlight a specific offer, like "Book now for 10% off June installs," which you can't easily do with a standard Google listing.When it’s a waste of money:
If no one else is bidding on your name and you already show up clearly at the top of the natural search results, you might be able to turn these ads off. Save that cash for finding new customers instead. You need to be measuring ROI properly to know if these clicks are actually turning into banked cash or just costing you for no reason.Finding New Customers (Non-Brand Ads)
This is where the real growth happens. Non-brand ads are for the people who don’t know you exist yet. They are searching for a solution to a problem.
"Emergency plumber Brisbane" "Family lawyer near me" "Best coffee shop Paddington"
These clicks are much more expensive than brand clicks because everyone is fighting for them. But these are the clicks that grow your business. If you only bid on your own name, your business will stay the same size. To grow, you have to win the "non-brand" battle.
However, this is also where most Brisbane businesses flush money down the toilet. They bid on terms that are too broad. If you’re a boutique builder in Bulimba, you don't want to pay $15 a click for someone searching "house pictures." You want the person searching "luxury home renovations Brisbane."
If you find yourself paying for people who are just "tyre kicking" and never booking a job, you need to look at segmentation strategies to filter out the junk and focus on the serious buyers.
The "Trends" for 2024 and Beyond: What’s Changing?
Google is changing how ads work. They are pushing "Automation" and "AI" more than ever. They want you to just give them a credit card and let them decide where the ads go.
My advice? Be careful.
Google’s goal is to make Google money. Your goal is to make you money. Often, Google’s automated systems will spend your entire budget on your own business name because those clicks are cheap and "perform" well on paper. It makes their reports look amazing because the "visitor to customer" rate is high. But you didn't need to pay for those people—they were already looking for you!
We are seeing a trend where smart business owners are pulling back on automated "Brand" spending and putting more manual control into their "Non-Brand" campaigns. They are getting pickier about which suburbs they show up in and what times of day they run ads. For example, if you're a service business, you might find that managing your budget based on your actual availability (only running ads when you have staff to answer the phone) is the quickest way to see a better return.
How Much Should This Cost?
Let’s talk real numbers.
Brand Clicks: Usually cost cents, maybe a couple of dollars. You might spend $50–$200 a month here just to keep competitors away. Non-Brand Clicks: Depending on your industry in Brisbane, these can cost anywhere from $5 to $50 per click.
If you are a tradie, you should expect to spend at least $1,000 to $2,000 a month on non-brand ads to see a consistent flow of new enquiries. Anything less and you're just dipping your toe in the water—you won't get enough data to know what's working.
What Should You Do First?
If you're feeling overwhelmed, here is your 3-step action plan:
1. Google yourself: Use your phone and a computer. See who shows up. If a competitor is in the top spot for your name, you need a Brand Campaign immediately. It shouldn't cost much, but it protects your patch. 2. Check your "Search Terms" report: If you’re already running ads, look at what people actually typed to see your ad. If you see a lot of irrelevant stuff, you’re wasting money. Stop those ads and tighten your settings. 3. Set a clear goal: Don't aim for "more traffic." Aim for "10 more phone calls a week." Everything in your Google Ads account should be geared toward that one goal.
The Bottom Line
Most of what you read online about Google Ads is written for big companies with massive marketing departments. For a Brisbane small business owner, it’s much simpler: Protect your name so competitors don't steal your regulars, and spend the rest of your budget on very specific searches that lead to high-value jobs.
Don't let Google (or a lazy agency) spend your money on "brand" clicks just to make the reports look good. Demand to see how many new* customers are coming through from people who didn't know your name before they searched.
At Local Marketing Group, we don't care about fancy graphs. We care about whether your phone is ringing and if those calls are turning into profit. If you're tired of guessing if your ads are working, let’s have a straight-talk conversation about what will actually move the needle for your business.
Ready to get more from your marketing? Contact Local Marketing Group today and let’s get your ads sorted.