Reviewed by Thomas Phung, Esq., trademark attorney · Part of our Disputes & enforcement guide
Short answer: In the U.S., Google generally allows advertisers to bid on a competitor’s trademark as a keyword, and courts have generally been reluctant to treat keyword bidding alone as infringement. What crosses the line is ad text or a landing page that uses your mark in a way likely to confuse customers. If you own a registration, you can file a trademark complaint with Google to restrict use of your mark in ad text.
If competitor ads are showing up when people search your name, a Twin Cities trademark attorney can tell you which uses you can stop and which you have to outcompete.
What is usually allowed
- Bidding on your brand name as a keyword so the competitor’s ad appears in searches for you
- Truthful comparative advertising that names you accurately
- Resellers and repair shops that genuinely sell or service your products describing them by name
What can cross the line
- Ad headlines or text that use your mark to suggest the ad is yours
- Ads that imply an affiliation, endorsement, or partnership that does not exist
- Landing pages that use your name or logo to pass themselves off as you
- False or misleading comparative claims
Whether a specific ad is infringing depends on the facts, so a Minnesota trademark lawyer will look at the actual ad text and landing page, not just the keyword.
What can I do about it?
- Document it: screenshot the ads, with dates and search terms, and the landing pages.
- File a Google trademark complaint: owners can ask Google to restrict use of their mark in ad text. A registration makes this much more effective.
- Send a letter: if the ad text or landing page is misleading, a cease-and-desist letter often resolves it. See someone is using my trademark.
- Bid on your own name: branded campaigns are usually inexpensive and keep your listing on top.
How a Twin Cities trademark lawyer helps with ad disputes
A Twin Cities trademark attorney can evaluate whether the ads are likely to confuse, prepare the Google complaint, and send a demand letter when the facts support it. Before you send anything, a Twin Cities trademark lawyer can make sure your own registrations cover the right services.
Ad disputes move fast. A Minnesota trademark lawyer who knows the platform rules — and a Twin Cities trademark attorney who can act the same week — can save you weeks of lost clicks.
Frequently asked questions
Can a competitor bid on my business name in Google Ads?
In the U.S., Google generally allows bidding on trademarked terms as keywords. Using your mark in a confusing way in the ad text or landing page is a different issue.
How do I stop a competitor from using my trademark in their ad text?
If you own a trademark, you can file a trademark complaint with Google to restrict its use in ad text, and you may also have legal claims if the ads are misleading.
Do I need a Twin Cities trademark lawyer for a Google Ads trademark issue?
It is not required, but a Minnesota trademark lawyer can tell you whether the ads are likely infringing and handle the complaint and any demand letter.
Does trademark registration help with Google complaints?
Yes. Platforms act more reliably on complaints from registered trademark owners.
Seeing competitor ads on searches for your name? Talk to a Twin Cities trademark lawyer at Twin Cities Trademarks — a flat-fee Minnesota trademark lawyer team — and get a free consultation with a Twin Cities trademark attorney.
This article is general information, not legal advice. Every situation is different — talk to a trademark attorney about yours.