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Google Ads Brand Vs Non-Brand Keyword Strategy in 2026
Description
Episode 107 of The Google Ads Podcast with Fexingo breaks down the strategic split between brand and non-brand keywords in 2026. Lucas and Luna analyze a real mid-market e-commerce case — an outdoor gear retailer spending 80 percent of their budget on their own brand terms — and walk through how shifting 30 percent of that spend to non-brand search unlocked a 22 percent lift in new customer acquisition. The hosts cover auction dynamics, Quality Score implications, bid adjustments, and the role of broad match in non-brand discovery. They also discuss when protecting brand terms matters (competitor conquesting, trademark issues) and when brand-defense campaigns eat ROI. No fluff, just the specific numbers and decisions behind a smarter paid-search strategy.