# How to Build a Paid Search Competitor Conquesting Strategy
In the competitive Australian digital landscape, waiting for customers to find you isn't always enough. Competitor conquesting—the process of bidding on your competitors' brand names in Google Ads—allows you to get your offer in front of a high-intent audience exactly when they are considering a rival service. When done correctly, this strategy can lower your customer acquisition costs and steal market share from the biggest players in your industry.
Prerequisites
Before you begin, ensure you have the following:- An active Google Ads account with billing set up.
- A clear list of at least 3-5 direct competitors (local or national).
- A unique selling proposition (USP) that clearly differentiates you from them.
- A landing page that is optimised for conversions.
- Your ABN verified within Google Ads (required for Australian advertisers to satisfy Google's advertiser verification).
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Step 1: Identify Your Targets
Not every competitor is worth bidding on. Start by listing competitors who have a similar price point or service offering. If you are a boutique gym in Brisbane, bidding on 'Anytime Fitness' might be too broad, but bidding on a local independent rival makes more sense. What you should see: A spreadsheet with three columns: Competitor Name, Their Main Weakness (e.g., higher price, poor reviews), and Your Main Strength (e.g., local service, 24/7 support).Step 2: Conduct Keyword Research
Use the Google Keyword Planner to see the search volume for your competitors' brand names. Look for variations like "[Brand Name] reviews," "[Brand Name] pricing," or "[Brand Name] login."Pro Tip: Don't just bid on the brand name alone. Bidding on "[Competitor] alternatives" is often cheaper and yields a higher conversion rate because the user is actively looking to switch.
Step 3: Check the Legal and Policy Boundaries
In Australia, it is generally legal to bid on a competitor's trademarked name as a keyword. However, you cannot use their trademarked name in your ad copy text unless you have permission. Doing so can lead to your ads being disapproved or, worse, legal action for misleading and deceptive conduct under Australian Consumer Law.Step 4: Create a Dedicated Campaign
Never mix competitor keywords with your general service keywords. Create a new Search Campaign specifically for "Conquesting." This allows you to set a specific budget and monitor the (usually higher) Cost Per Click (CPC) without skewing the data of your primary campaigns.Step 5: Organise Ad Groups by Competitor
Create one Ad Group for each competitor. This is crucial for relevance. If someone searches for "Competitor A," your ad should address why you are a better choice than Competitor A specifically. If you group them all together, your messaging becomes too generic.Step 6: Craft "The Alternative" Ad Copy
Since you can't use their name in the headline, focus on your strengths.- Bad Headline: Better than Competitor A.
- Good Headline: Looking for Better Service? | Brisbane's #1 Rated Agency.
- Good Headline: Switch & Save 20% | Premium Local Support.
Step 7: Use Ad Extensions (Assets)
To take up more real estate and push your competitor's organic listing further down the page, add Sitelink, Callout, and Structured Snippet assets. Mention your Australian ownership or local Brisbane office to appeal to the "buy local" sentiment.Step 8: Set Your Bidding Strategy
Competitor keywords often have low Quality Scores because your website isn't actually about your competitor. To combat this, you'll likely need to bid higher. Start with Manual CPC or Maximise Clicks to gather data. Once you have conversions, you can switch to Target CPA.Step 9: Build a Comparison Landing Page
Don't send competitor traffic to your homepage. Create a dedicated landing page that highlights a comparison table. Be honest and objective. Show where you excel (e.g., No lock-in contracts vs. their 12-month terms).Step 10: Add Negative Keywords
To save money, add negative keywords like "jobs," "careers," "salary," or "head office." You don't want to pay for a click from someone looking for a job at your competitor's company.Step 11: Set Up Location Targeting
If you are a Brisbane-based business, ensure your campaign is restricted to South East Queensland or Australia-wide, depending on your reach. Don't waste budget on international clicks if you can't service them.Step 12: Monitor the "Auction Insights" Report
Once the campaign has been running for a week, go to Campaigns > Insights and Reports > Auction Insights. What you should see: A table showing you exactly who else is bidding on those same terms and how often your ad appears at the top of the page compared to the competitor themselves.---
Common Mistakes to Avoid
- Using Trademarked Names in Copy: As mentioned, this is the fastest way to get banned or sued in Australia.
- Being Overly Aggressive: Avoid "mudslinging." It makes your brand look unprofessional. Focus on your value, not their failures.
- Ignoring Quality Score: Because your click-through rate (CTR) might be lower on competitor terms, your Quality Score will suffer. Offset this with a highly relevant landing page.
- Bidding on "Cheap" Competitors: If your service is premium, don't bid on a budget competitor. You'll get clicks from price-shoppers who won't convert.
Troubleshooting
- Ads not showing? Check your bid. Competitor keywords often require a "Top of Page" bid that is 2-3x higher than standard industry terms.
- High Clicks, No Conversions? Your landing page likely doesn't address the specific reason the user was looking for the competitor. Refine your USP.
- Competitor complained? If you receive a cease and desist, check your ad copy immediately. If their name isn't in the copy, you are generally within your rights in Australia, but it's always best to consult a professional.
Next Steps
Now that your conquesting campaign is live, the next step is to refine your conversion tracking to ensure you're measuring the ROI of these expensive clicks.If you need help auditing your current Google Ads setup or want a professionally managed conquesting strategy, contact the team at Local Marketing Group. We specialise in helping Australian businesses outsmart, not just outspend, the competition.