The Correct Way To Bid on Competitor Keywords

Running Google Ads campaigns that target competitor keywords can be one of the most powerful and expensive ways to grow your business. But there’s a common pitfall that even seasoned marketers fall into.

They spend aggressively to win the click but fail to win the customer.

If your ad sends users to a generic or misaligned landing page, you're not just missing conversions. You're actively wasting your budget. In this post, we’ll look at why your landing page is just as important as your ad copy and how to build a high-converting experience that speaks directly to search intent.

The Power (and Peril) of Competitive Search Campaigns

When someone searches for a competitor by name, like "Salesforce CRM" or "Asana project management," they’re not casually browsing. They are already in decision-making mode. These users are near the bottom of the funnel, actively evaluating options.

That’s why bidding on competitor keywords can be so effective. But it also means the margin for error is small. If someone clicks your ad and lands on a page that feels irrelevant or generic, they’re going to leave immediately.

Don’t Just Capture the Click. Win the Decision.

Capturing the click is only the beginning. You need to align the message in your ad with a landing page that directly addresses the user's intent.

This requires creating competitive landing pages that not only introduce your brand but actively compare, differentiate, and persuade.

Here’s how to do it well:

1. Acknowledge the Competitor by Name

Start strong. Use a headline that directly references the competitor the user was searching for. For example:

• "Looking for [Competitor X]? See Why Customers Are Switching to [Your Brand]"

• "Before You Choose [Competitor X], Compare Us Side by Side"

This shows the user they’re in the right place and that you are confident enough to go head-to-head.

2. Use Comparison Tables

Avoid dense paragraphs and focus on visual clarity. Show pricing, features, and performance side by side. Make the comparison honest but advantageous.

Highlight the categories where your brand shines. If you offer more flexibility, a lower cost, or better support, make that immediately visible.

3. Use Testimonials From Customers Who Switched

Nothing beats social proof, especially from people who made the same switch your prospect is considering.

Include quotes or case studies from former customers of the competitor. This builds trust and shows that real people have made the leap and benefited from it.

4. Highlight Pricing or Feature Advantages

Be clear and direct about what you offer that your competitor doesn’t. If you're more affordable, say so. If your feature set is more robust, demonstrate it.

This is not the place for subtlety. Your landing page should make it obvious why switching is a smart move.

5. Match the Moment

This visitor already knows the competitor. They may have been close to converting. Your job is to give them a compelling reason to reconsider.

Avoid vague marketing language. Speak directly to pain points. If users commonly complain about the competitor's customer service or pricing, address those issues head-on.

TL;DR

Targeting competitor keywords without a tailored landing page is like catching someone on the brink of making a decision and giving them nothing to hold onto.

If you want to turn clicks into conversions, you need to:

• Match the landing page message to the search intent

• Reference the competitor clearly

• Provide a strong, credible alternative

• Use proof to back up your claims