Brand Ads Done Right: The Power of Smart Copywriting
Most businesses running Google Ads focus on targeting new customers through non-branded keywords. But there’s a crucial piece many overlook: brand campaigns, the ads that show up when someone searches specifically for your business or products. These aren’t just afterthoughts. Branded ads are powerful tools for building trust, shaping how people see your business, and guiding potential customers towards making a purchase.
Too many advertisers treat branded ads like a tick-box exercise. They think: “If someone’s already searching for us, we’ve done the hard work.” That’s where they’re wrong. Branded searches are golden opportunities. When someone types in your business name, they’re actively interested. This is your chance to:
- Reinforce why they should trust you
- Highlight what makes you special
- Suggest other products they might want
- Stand out from your competitors
Think of branded ads as your shop window, not just a sign with your name on it, but a compelling display that draws people inside and shows them what you’re all about.
What Are Brand Ads in Google Ads?
Brand ads appear when people search for your business name, variations of it, or your specific products. When someone types “Nike trainers” or “Apple iPhone,” the top results often include branded search ads from Nike or Apple themselves. These aren’t just vanity metrics, they serve three critical purposes:
Protecting Your Territory: Your competitors might be bidding on your brand name to steal potential customers. Brand ads ensure you stay visible when people are specifically looking for you.
Controlling Your Story: This is your chance to highlight what makes you special, rather than letting search results tell the story for you.
Converting More Customers: You can direct users to exactly the right page or offer, rather than hoping they’ll find it themselves.
Building Trust When It Matters Most
Here’s the thing: when someone searches for your brand, they already know you exist. This is your moment to remind them why they should choose you over everyone else. Think of brand ads as a trust checkpoint. The user has shown interest, now you need to show value.
How to Build Trust in Your Brand Ads:
Show What Makes You Different: Highlight your unique selling points. Free delivery? Next-day shipping? Price match guarantee? Put it front and centre.
Use Social Proof: Nothing builds confidence like knowing others trust you. Mention your 5-star reviews, industry awards, or “trusted by 10,000+ customers.”
Emphasise Security and Reliability: In today’s world, people want reassurance. Highlight your secure checkout, money-back guarantee, or established reputation.
By putting these trust signals into your ads, you’re not just getting clicks, you’re getting confident clicks from people ready to buy.
Don’t Forget Strong Calls-to-Action
Even when people search for your name, don’t assume they’ll automatically convert. You need to guide them to the next step with clear, compelling calls-to-action. Examples That Work:
For services: “Book Your Free Consultation Today” or “Get Your Quote in 60 Seconds”
For software: “Start Your Free Trial” or “See How It Works”
A strong CTA transforms browsing into action. Make it clear what you want them to do next.
Final Thoughts
Branded campaigns aren’t just about being found, they’re about being chosen. When someone searches for your business, you have a captive audience who’s already interested. Don’t waste that opportunity with a generic ad. Instead of just asking “Are we showing up for our brand name?”, ask yourself: “Does our brand ad explain why we’re the best choice?”
That’s the difference between getting clicks and getting customers. And in today’s competitive landscape, that difference matters more than ever. Make your branded ads work harder for you. Your bottom line will thank you for it.
