This is especially true for brand adverts where the customer would have reached the site organically but you have to outbid a rival because they're trying to bi

This is especially true for brand adverts where the customer would have reached the site organically but you have to outbid a rival because they're trying to bid on your brand keywords. It's a "Google tax" for having a popular brand name. It really sucks. When my business was new in 2003, and Google Ads too, we had a competitor bid on our name as a search term. We were outraged and found that Google had a page on, I think abusive search terms or something? But to action anything you had to write a letter to Mountain View. So we did that, citing deceptive practices or some pseudo-legal rubbish. And they actioned it! For years afterwards we saw no ads on our little UK company's name.