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How Google Ads Brand Bidding Works in 2026
Season 2
Episode 52
Published 3 weeks, 6 days ago
Description
Lucas and Luna dig into brand bidding strategy in 2026. Lucas explains why bidding on your own brand terms is still essential, even when you already rank organically. They cover the concept of 'brand defense' when competitors target your branded keywords, how Google's broad match has changed the game for brand queries, and why some advertisers are shifting budget away from brand campaigns. Luna shares a real example of a mid-sized e-commerce client who saw a 12% conversion drop after pausing brand ads. They also discuss impression share benchmarks and when it makes sense to let organic results do the work. A concrete look at brand bidding trade-offs in the current auction environment.