Quick answer
Ad hijacking is when someone runs search ads that impersonate or intercept your brand searches, such as rogue affiliates, scammers or competitors. The people clicking already wanted you, so it raises costs and steals sales. Monitoring and a brand campaign protect you.
Key takeaways
- Ad hijackers copy your brand in ads to steal clicks meant for you.
- Common culprits include rogue affiliates, scammers and competitors bending the rules.
- Warning signs include rising branded CPCs and unfamiliar ads for your name.
- Monitoring, trademark complaints and strong brand campaigns are your best defence.
How do hijackers steal your clicks?
- Rogue affiliates bid on your brand against programme rules and earn commission on your own customers.
- Scam ads mimic your brand to steal payment details or sell counterfeits.
- Competitors push the limits by using your trademark misleadingly in ad text.
Why is it so damaging?
- Higher costs on your branded clicks.
- Lost sales to the wrong site.
- Wasted affiliate commission.
- Reputation damage when scam ads cause problems.
Which warning signs should you watch?
| Sign | What it may mean |
|---|---|
| Branded CPCs rising suddenly | More advertisers bidding on your name |
| Lower impression share on brand terms | Others are taking top positions |
| Affiliate sales spiking from brand searches | Affiliates bidding on your name |
| Complaints about fake sites | Scam ads impersonating you |
How do you stop it?
- Search your brand regularly and use auction insights.
- Register your trademark.
- File trademark complaints with Google and Microsoft.
- Ban brand bidding in affiliate terms.
- Run your own brand campaign.
- Report scams to the platform and Scamwatch.
Is a brand campaign worth it?
Brand campaigns usually cost little compared with the sales they protect, because your own ads score highly for your name.
Is bidding on a competitor's name legal?
Bidding on brand keywords is generally allowed, but using another company's trademark misleadingly in ad text can breach platform policies and the law. If you suspect a problem, our Google Ads management team can investigate.
Bottom line
Watch your branded search results, report copycats and keep strong brand campaigns running. Early detection protects your clicks and your budget.
