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Competitors using my trademark in their Google Ads.
I have a trademark term/company and I have at least 4 competitors who continually use it in their google ads. I’ve sent in the compalint form multiple times and have no response whatsoever.
I did read a real old post that suggested I hire a lawyer and send something directly to google. Any idea on where i would send that communication to?
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1 Reply
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How are they using it? In the ad itself? Or just the targeted search keywords?
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If they are using it on Search Ads, there is nothing you can do about it
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Anyone can bid on your trademark to trigger their ad.
But only businesses you have authorized can use your trademark in the search ad copy itself. If someone is using your trademark in the copy then you can file a complaint through Google ([link here to Google’s form,](https://services.google.com/inquiry/aw_tmcomplaint) which will require some business details to prove you own the trademark in question).
Only caveat is if the competitor isn’t actually using your trademark but it’s getting used in the ad copy via dynamic keyword insertion.
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Collect as much evidence as you can. Consult a lawyer. Have him contact Google to have ads removed.
Then sue them for infringement and claim loss of revenue.
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If they are bidding on your brand name, that’s perfectly legit. Google won’t take any action, and your lawyer can’t do anything.
If they are using your brand name in their ad copies, then you need to raise a ticket with Google Ads. If that doesn’t work, try to name and shame the businesses on LinkedIn. Tag their CEOs and someone high up in Google and ask the community on how to tackle this legally. If your post gets traction, they will be shamed into stopping their unacceptable advertising tactics.
Finally, if all this doesn’t work, go the legal way.
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Even if you have trademarks, you have to go through a registration process with Google. After that’s done, Google should be able to block retrospective competitor ads in violation of your trademarks and prevent new violations. Speak to your account manager to get it done.
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OP have you consulted your trademark attorney on the issue? The kicker with intellectual property in the US is you only have rights to it if you defend it. If you don’t take legal action then there will be precedent that you don’t actually care for the mark and it will open the door for others to follow suit. This is definitely something your lawyer who helped you get the trademark should be able to help you with
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If it is not a well-known large company, the cost of rights protection is very high, which is very common in all parts of the world.
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Could be you just aren’t filling out the trademark complaint form in the most effective way. I’ve been able to get pretty robust trademark protection for clients who own valid marks.
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I wrote this post that walks through a number of escalatory steps when something like this occurs.
https://www.searchenginejournal.com/competitors-buy-brand-keyword/249995/
The absolute first step is, as others have mentioned, claim tour copyright with Google.
Just make sure to have the proper details before you get started and use an email address tied to the domain being advertised if possible.
Good luck!
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From another angle: Follow through with taking action, but beware of getting too invested, and making this your top project. It’s very easy to put in tons of hours because of the anger. But often this time would even be better invested in improving other parts of your business like the funnel or customer experience e.g.. Again, this does not mean to not take action. Just watch your time. Best of luck with this!
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It may take Google some time to respond to your complaint. But once they do you should find that no advertisers can use the exact spelling of the brand.
Unfortunately, Google cut a bunch of jobs in the area of support so they are running on fumes these days.
You can have your lawyer send cease and desist letters as a first step. It’s likely most competitors will ignore it but you do have a basis to sue for damages and it might stop some of them.
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