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Does a trademark help stop the competition on Google Ads?

Senior Trademark Attorney

Partially. Google's trademark policy allows registered trademark holders to file a complaint if a third party is using their trademarked brand name in the ad text of a Google Ads campaign. If the complaint is upheld, Google may restrict the unauthorized use of the mark in ad copy.

However, a trademark does not prevent competitors from bidding on your brand name as a keyword to trigger their own ads. Keyword bidding (without using the trademark in the ad text itself) is generally permitted under Google's policy and is not considered trademark infringement. The mark gives you grounds to challenge misuse of the name in ad copy, not to prevent competitors from appearing in searches for your brand.

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