A Brand campaign isn't a search for new business; it’s a concierge service for your existing reputation. It’s the difference between letting a customer wander in or greeting them at the door.
Last week, I sat down with a business owner who was looking at their Google Ads account with a healthy dose of scepticism. They pointed to their Brand campaign—the one targeting their own company name—and said, Dirk, I have checked my Auction Insights. No one else is bidding on my name. I rank first organically. Why am I paying for clicks that should be free?
It is perhaps the most debated question in search marketing. On the surface, it feels like a voluntary tax paid to Google. If you own the top organic spot and no one is trying to steal your lunch, why spend the budget?
However, as we went deeper into the data, the conversation shifted from saving pennies on clicks to the much more valuable concept of experience management.
What exactly is a Brand campaign?
A Brand campaign is a search campaign where you bid specifically on your own business name or trademarked products. Unlike generic campaigns where you chase new prospects searching for solutions, here you are targeting users who already know who you are. They are looking for you by name, which means their intent to engage or buy is at its absolute peak.
When does it become an essential strategy?
Even when the competitive landscape looks clear, there are three specific situations where a Brand campaign is vital.
First, during a new collection launch or a seasonal promotion. Organic search results are slow to change; they are at the mercy of Google's index. If you start a flash sale at 9:00 am, your organic meta description won't reflect that for days. A Brand ad allows you to change your message in seconds.
Second, for mobile dominance. On a smartphone, the first screen of results is almost entirely taken up by sponsored content. If you rely on organic results, your customer has to scroll past the fold to find you. By running a Brand ad, you ensure your name is the very first thing they see without distraction.
Third, for data integrity. Brand campaigns provide a clean baseline for your conversion tracking. It allows you to see how your offline marketing or social media efforts are translating into direct search intent.
The technical anatomy of a Brand campaign
To run a Brand campaign effectively, you must focus on four core elements:
Bidding Strategy: While many default to Maximize Conversions, for a Brand campaign, I often recommend Target Impression Share. You want to ensure you appear in the absolute top position for 90 to 95 per cent of all searches. This isn't about finding new leads; it is about owning your identity.
Headlines and Descriptions: This is your chance to be specific. Instead of a generic welcome, use your headlines to push your latest USP or a time-sensitive offer. Use the description to reinforce trust and authority.
Assets: These are your secret weapon for digital real estate. By using Sitelinks, Callouts, and Image Assets, you physically expand the size of your ad. This pushes everything else—including news or social media mentions—further down the page.
The Do’s and Don’ts of Brand campaigns
Do use Exact Match keywords. In my audits, I often find accounts using Broad Match for their own brand, which leads to paying for irrelevant searches or service-related queries. If someone is searching for your business to find a login page or a returns portal, you shouldn't be paying for that click.
Do use a Negative Keyword Shield. Add terms like jobs, salary, or support to your negative list. You want to capture customers, not job seekers or existing clients looking for your helpdesk.
Don’t ignore Auction Insights. Just because no one is bidding on you today doesn't mean a competitor won't start tomorrow. A Brand campaign acts as a tripwire; you will see immediately if someone starts poaching your traffic.
Don’t pay a service tax. If you realise a high percentage of your brand traffic is coming from existing customers looking for support, use your ad copy to direct them to free resources, or consider if that budget is better spent elsewhere.
Expert Insight: The Concierge Principle
"When a customer searches for you by name, they are at the peak of their intent. Relying on organic results is like leaving your front door unlocked and hoping they find the right room. A Brand ad is the concierge that hands them exactly what they need in the first second." — Dirk Röttges
Conclusion
A Brand campaign is not just about protection; it is about controlling the narrative. When no competitors are present, you aren't paying for the click—you are paying for the right to decide exactly where your customer lands and what they see first. It is the difference between letting a customer wander into your shop or having a concierge greet them at the door with exactly what they were looking for.
If you are questioning the efficiency of your current search strategy or feel like you are paying a tax to Google without seeing the return, let us take a look under the bonnet.