Your brand terms are under attack from two directions: competitors bidding on them, and AI answering questions before users click.
Here's how to defend what's yours.
The Two Threats
Threat 1: Competitor Conquesting
Competitors bid on your brand name. When someone searches "[Your Brand]," they see a competitor's ad first. High-intent users who already chose you get intercepted.
Threat 2: AI Answering Brand Queries
AI Overviews appear on brand searches, answering questions about your company before users reach your site. If AI cites competitors in that response, you've lost the conversation.
Both require different defenses.
Defending Against Competitor Conquesting
1. Run Brand Campaigns (Yes, Still)
"Why pay for clicks I'd get organically?" Because you might not get them.
Without brand ads:
- •Competitors can take position 1
- •You lose above-the-fold real estate
- •High-intent users get redirected
Brand campaigns typically convert at 2-3x non-branded rates. The CPCs are low. The ROI is usually excellent.
2. Monitor Auction Insights
Check who's bidding on your terms: Google Ads → Keywords → Auction Insights. Filter by your brand campaigns. Track impression share of competitors. If competitor impression share increases, they're getting more aggressive.
3. Maximize Ad Real Estate
When competitors are present, dominate the space with all sitelink slots filled, callout extensions, structured snippets, and image extensions. More real estate = less room for competitors = higher CTR for you.
4. Bid Smart, Not Just High
Don't overbid when competitors aren't present. Use tools like Adthena's Brand Activator or build rules: If no competitors in auction → lower bid. If competitors present → defend position 1. One case study showed 69% reduction in brand CPCs with this approach.
5. Consider Reciprocal Conquesting
If competitors bid on you, consider bidding on them. Not to start a war — to create mutual deterrence.
Set up competitor campaigns:
- •Separate ad group per competitor
- •Exact match on their brand
- •Ad copy emphasizes your differentiation (don't name them)
- •Modest bids — you won't win position 1, but positions 3-4 can convert
Defending Against AI Answers
1. Own the Information About Your Brand
AI pulls from what's online. If your owned content is thin, AI pulls from third parties.
Ensure your site answers:
- •"What is [Your Brand]?"
- •"[Your Brand] vs [Competitor]"
- •"[Your Brand] pricing"
- •"[Your Brand] reviews"
If you don't answer these questions definitively, AI will use someone else's answer.
2. Manage Third-Party Sources
AI cites Wikipedia, review sites, Reddit, industry publications. You need presence there.
- •Wikipedia: If you're notable enough, ensure your page is accurate.
- •Review Sites: G2, Capterra, Trustpilot — claim profiles, respond to reviews, encourage happy customers to post.
- •Reddit: Monitor brand mentions. Participate where appropriate (authentically, not as shills).
3. Structure for AI Citation
Schema markup helps AI understand your content. Use Organization schema on homepage, Product schema on product pages, and FAQ schema for common questions. Structured data increases citation likelihood.
4. Monitor AI Responses
Regularly check what AI says about your brand:
- •Search your brand name in ChatGPT, Perplexity, Google AI Overviews
- •Note what sources are cited
- •Identify incorrect information
- •Track whether competitors are mentioned alongside you
Set a monthly cadence. AI responses change as sources change.
The Budget Question
How much for brand defense?
Industry benchmarks suggest 15-20% of search budget for brand campaigns. Adjust based on competitor aggression, brand recognition, and organic ranking strength.
When to reduce brand spend:
- •You dominate organic results
- •No competitors in auction
- •Brand search volume is stable
When to increase:
- •Competitors entering auction
- •New product launches
- •Peak seasons (competitors get aggressive)
The Bottom Line
Brand defense isn't optional. In AI search:
- •Competitors will bid on your terms
- •AI will answer questions about you
- •The brands that control their narrative win
Run brand campaigns. Monitor the auction. Own your information online. Defend both the paid results and the AI layer. Your brand traffic is your highest-converting traffic. Don't give it away.
