Why does a competitor's ad show above my website when people search my name?
You rank first on Google for your own name, yet a competitor's ad appears above your website. That's not a ranking problem: it's an ad. Here's why it happens, whether it's allowed, and how to get back on top.
Why their ad is above your site
Google shows paid ads above the organic results. Your website can be the number one organic result for your brand name and still sit below one or more ads. When a competitor bids on your brand as a keyword, their ad can take that top position, especially if you don't run an ad on your own name. On mobile, where the screen is small, the ads can fill the whole first screen.
Is that allowed?
In the US, bidding on a competitor's brand name as a keyword is generally allowed. Using that name in the ad itself is restricted by Google after a trademark complaint, and misleading ads can be unlawful.
- Their ad is about them: usually allowed; you compete with your own ad. See below.
- Their ad uses your name ("Acme Insurance Quotes"): file a Google trademark complaint and send a cease and desist letter.
- Their ad pretends to be you (official site, your phone number): act quickly, as above, and consider a lawyer.
More detail: is it legal to bid on a competitor's brand?
How to get back on top
- Run your own brand ad. It's usually the cheapest click in your account and takes the top position. See should I bid on my own brand name?
- Make it big: sitelinks, call assets and structured snippets push other ads further down.
- Cover the variations customers search: phone number, login, reviews, near me, misspellings.
- Ask the advertiser to stop, especially if they're an affiliate or partner. See affiliates bidding on your brand.
- Check from other places. If you see it once, it's likely running in other cities and at other times too. See how to see competitor ads in another city.
Questions
Why is a competitor's ad above my website on Google?
Paid ads appear above organic results. If a competitor bids on your brand name and you don't run your own ad, their ad can take the top position even though you rank first organically.
Can a competitor use my brand name in their Google ad?
Google restricts named advertisers from using your registered trademark in ad text once you file a trademark complaint, with some exceptions. Bidding on your name as a keyword is generally allowed in the US.
How do I get my site back to the top?
Run your own brand ad, make it large with sitelinks and call assets, cover common brand variations, and ask or require the other advertiser to stop.
Free check: see the ads on your brand right now
One live Google search for your brand from the US city and device you choose. Free, no account, about five seconds.