Increase Your Visibility by Targeting Competitor Audiences with Google Ads

Getting noticed can be a real challenge. As you employ various techniques to attract the right audience to your website, there’s one smart and ethical strategy that stands out: targeting the users of your competitors' websites. These audiences are already engaged in your industry, making them a valuable target for increasing your visibility and driving traffic to your site.

It’s entirely possible to target people who have visited your competitors' websites using Google’s display audiences. While the exact technical details can be handled by an experienced Google Ads manager, the key point is that this strategy focuses on listing your main competitors and building an audience segment based on those who interact with their websites. This approach gives you access to a highly relevant audience that’s already familiar with the services or products you offer.

Display Ads: Make Your Brand Stand Out Visually

Google’s Display Network allows your adverts to appear across a wide variety of websites, but the real power lies in targeting the person rather than the site they’re on. This means your ad could appear on any site your targeted audience visits after they’ve engaged with a competitor’s site.

We recommend using image ads for this strategy. These allow you to showcase your logo and messaging exactly how you want it to appear, ensuring brand consistency and clear communication. Unlike Google’s responsive ads, which adjust to fit various spaces, image ads give you complete control over how your business is represented visually.

Search Ads: Capture Users Actively Looking for Competitors

In addition to display ads, you can target users searching for your competitors’ names or services directly in Google Search. While your ads shouldn’t mention the competitor by name, you can focus on highlighting your unique strengths, such as better pricing, higher quality, or additional features. This is a direct way to position your business as an alternative when potential customers are evaluating options.

We’ve had an instance where a client expressed concerns about targeting competitor audiences. One example involved a client asking us not to run ads targeting their competitor because they were directly approached. However, this strategy remains ethical and focused on reaching an industry-specific audience, not one competitor in particular.

To clarify, our ads never mention competitor names, ensuring compliance with Google’s ad policies. In fact, targeting competitors’ audiences has become a standard practice among Google Ads managers. It’s important to understand that most of your competitors are likely already targeting you - so this is simply levelling the playing field. Healthy competition benefits businesses and helps ensure you’re visible when prospects are researching solutions in your industry.

Targeting competitor audiences is a smart way to increase your brand’s visibility and bring in more traffic without directly targeting competitor names. By using Google’s Display and Search Networks effectively, you can connect with an audience already engaged in your industry.

This strategy ensures that your brand stays top-of-mind when potential customers are researching their options, ultimately driving traffic to your site and increasing your chances of conversion. Done ethically and strategically, targeting competitor audiences helps you gain a competitive edge in an increasingly crowded marketplace.

Is it ethical to target competitor audiences with Google Ads?
Yes, it’s entirely ethical. The strategy focuses on reaching an industry-specific audience and doesn’t involve using competitor names in ads. It’s a standard practice in digital advertising.

How does Google’s Display Network work for targeting competitor audiences?
Google’s Display Network shows ads to users based on their browsing behaviour, such as visiting competitor websites. The ads appear on various sites the user visits, allowing you to target them without relying on the specific website they’re browsing.

Why should I use image ads for display campaigns?
Image ads let you control the branding, design, and messaging of your ad. This ensures your advert aligns with your business’s identity and stands out visually, increasing the likelihood of clicks and engagement.

Can I use this strategy in Google Search campaigns?
Yes, you can target users searching for competitor services or related industry terms. While you can’t mention competitor names, focusing on your strengths helps position your business as the best alternative.

What should I do if a competitor complains about my ads?
You can assure them that your ads comply with Google’s policies and focus on industry-wide targeting. It’s important to note that this is a standard practice, and many competitors are likely already targeting your audience.