Can I use competitor brand names in ad copy?

Generally no - it violates Google's trademark policy and competitors can file complaints. You can bid on competitor keywords but the ad text and display URL must not include the trademark.

Go deeper

Want the full playbook? Read Competitor Terms in Google Ads: What Pays Off in 2026 — Bidding on rival brand searches is legal, but often expensive and low-yield. Here’s when it works, how to structure it, and 15 better options.