Emilio Garcia explains why B2B advertisers often accidentally bid on their own brand terms in Google Ads, especially when optimizing for conversions. Brand queries convert at the highest rates, so the algorithm rewards them. He recommends auditing your Search Terms report to catch this and decide whether to bid on your brand intentionally or exclude it.
because in my experience, most B2B advertisers are bidding for their brand. It's just that they don't know it. It's not a conscious decision. Rather, it happens because of the way they set up campaigns. So that will be the first thing is that be mindful of going back to Google and making sure there's this little section, search terms it's called, where you can actually see what are the key— the searches that you're showing up even independent of the keywords that you're bidding. And more often than not, especially if you're bidding for conversions, Google is showing up for your own brand because those terms are the ones that usually have the highest conversion rates. And that's what you are rewarding the algorithm for. So that will be the first like warning, right? But if you have already excluded your own brand from your high-intent campaigns, then it's moment to think about if bidding for your brand makes sense or not.
