# How to Build Competitive Displacement Campaigns
In the Australian B2B landscape, organic growth can sometimes hit a ceiling. Competitive displacement campaigns allow you to proactively win market share by positioning your solution as the superior alternative to a specific competitor your prospects are already using or considering.
This isn't about "mudslinging"; it’s about highlighting specific gaps in a competitor’s offering—such as poor local support, outdated technology, or complex pricing—and showing how your business solves those pains better. For Brisbane and Australian businesses, this often means leaning into your local expertise and superior service levels.
Prerequisites
Before you begin, ensure you have the following:- A defined competitor list: 1-3 direct competitors you consistently win against in sales calls.
- Google Ads & LinkedIn Campaign Manager access: These are the primary channels for displacement.
- Customer Feedback: Real data on why former customers of your competitors switched to you.
- A dedicated landing page: You should never send displacement traffic to your homepage.
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Step 1: Identify Your "Win-Back" Narrative
Every successful displacement campaign starts with a "Why Us?" story. Review your CRM data. When a lead switches from Competitor A to you, what was their breaking point?Common triggers in the Australian market include:
- The "Global Support" Gap: Competitors based in the US or Europe often have poor support hours for AEST/AWST time zones.
- Pricing Complexity: Hidden fees or USD billing that fluctuates with the exchange rate.
- Feature Bloat: The competitor is too complex for what the user actually needs.
Step 2: Conduct Keyword Research (The "Alternative" Strategy)
In Google Ads, you want to capture users who are actively looking to leave. Focus on high-intent "switch" keywords. What you should see: Open Google Keyword Planner. Search for terms like:- "[Competitor Name] alternatives"
- "[Competitor Name] vs [Your Name]"
- "[Competitor Name] pricing Australia"
- "Cancel [Competitor Name] subscription"
Step 3: Map the Feature Gap Matrix
Create a simple spreadsheet. Column A is your competitor’s feature/service; Column B is yours. Highlight the "Gaps." Example: If you are a Brisbane-based IT provider competing against a national giant, your gap is "On-site support within 2 hours," which the giant cannot match. This becomes your primary ad headline.Step 4: Build a Comparison Landing Page
This is the most critical asset. Create a page (e.g.,yourdomain.com.au/vs/competitor-name) that objectively compares the two services.
Screenshot Description: Imagine a clean table with green ticks for your features and grey circles for the competitor. Use a headline like "The Australian Alternative to [Competitor]: More Support, Less Stress."
Pro Tip: Avoid being aggressive or negative. Use phrases like "Looking for a more localized experience?" rather than "Competitor X is bad."
Step 5: Set Up Google Search "Conquesting" Ads
Create a Search campaign targeting your competitor's brand keywords.- Headline 1: Switching from [Competitor]?
- Headline 2: Get 2 Months Free + Local Support
- Description: Join 500+ Australian businesses who moved to [Your Company] for better reliability and ABN-compliant billing.
Step 6: Target Competitor Interest on LinkedIn
LinkedIn allows you to target employees of specific companies or members of specific software groups.- Go to LinkedIn Campaign Manager.
- Under Audience, select Interests > Member Interests > Product Interests.
- Search for your competitor’s software or category.
- Layer this with "Job Function" to ensure you are reaching decision-makers (e.g., IT Managers or CEOs).
Step 7: Craft the "Migration" Offer
Transitioning to a new provider is scary for B2B buyers because of the "switching cost" (time, data migration, training).Your ad needs to lower this barrier. Offers like "Free Data Migration" or "We’ll Buy Out Your Remaining Contract" are incredibly effective for displacement.
Step 8: Implement Retargeting for "Comparison" Shoppers
If someone visits your/vs/competitor page but doesn't convert, they are in the consideration phase. Set up a retargeting ad on Meta or LinkedIn showing a video testimonial of a client who recently switched from that exact competitor.
Step 9: Monitor for "Negative Sentiment" Triggers
Use tools like Google Alerts or Mention to track when your competitor has a service outage or a price hike. When this happens, increase your ad spend for 48 hours. This is when prospects are most frustrated and likely to click an "Alternative" ad.Step 10: Review and Optimise Quality Score
Google often penalizes brand conquesting with lower Quality Scores because your landing page isn't the competitor's official site. To fix this: Ensure your landing page mentions the competitor's name in a comparative context (e.g., "Why users choose us over [Competitor]") to maintain relevance.---
Common Mistakes to Avoid
- Using Trademarked Logos: Do not use the competitor's logo in your image ads. This can lead to legal takedowns or account suspension. Stick to text-based comparisons.
- Being Dishonest: If you claim to have a feature you don't, your churn rate will skyrocket. Stick to your actual strengths.
- Ignoring the "Switching Pain": If your ad doesn't mention how easy it is to switch, the prospect will stay with the status quo even if they dislike the current provider.
Troubleshooting
Problem: My Cost Per Click (CPC) is too high. Solution:* Brand conquesting is naturally expensive because you are bidding on a term you don't own. Try narrowing your geographic focus to just Brisbane or Queensland to test the waters before going national. Problem: The competitor sent a cease and desist. Solution:* In Australia, comparative advertising is legal as long as it is factual and not misleading. Ensure every claim on your page is backed by data or public pricing. If in doubt, consult a legal professional regarding Australian Consumer Law. Problem: High traffic but no conversions. Solution:* Your offer isn't strong enough to overcome the effort of switching. Try an "Easy Switch Guarantee" or a deeper discount for the first 6 months.Next Steps
- Audit your CRM: Find the last 5 customers who switched from a competitor and ask them exactly why they did it.
- Draft your Comparison Page: Focus on the 3 main points of difference.
- Launch a Small Test: Start with a $20/day budget on Google Ads targeting "[Competitor] alternatives."
Need help crafting a high-conversion displacement strategy for your Brisbane business? Contact the experts at Local Marketing Group today.