I disagree. The name of your competitor is one that draws the eye of people that are interested in the niche that you and your competitor fill, and if you reall

I disagree. The name of your competitor is one that draws the eye of people that are interested in the niche that you and your competitor fill, and if you really are better than them (or at least have different flaws), then it's likely some of that traffic will stick. EDIT: I don't mean to say that "COMPETITOR sucks, use this instead" is a great direction to come at writing ads from, but rather something more like "COMPANY provides SERVICE better than COMPETITOR" might be effective.