How UAWC Increased Brand Impression Share to 95% Across Competitive Auctions
The client was losing branded traffic to competitors who were bidding on their name. We launched a structured brand protection strategy in Google Ads, optimized bids, tightened match types, and improved keyword coverage to ensure the brand stayed in the top position.
As a result, impression share on branded terms increased to 95%, reducing lost clicks and protecting conversion-ready traffic.
Table of contents
Vertical: Lead generation
Niche: car scrapping
Market: UK
Platform: Google Ads
Problem
Competitors aggressively started bidding on the client's branded keywords, which caused impression share on brand terms to drop and CPCs to rise.
Main Issue: Competitors consistently appeared above the brand in search, causing the brand to lose warm, high-intent traffic.
How We Fixed It
- Audited competitors and identified branded keyword conflict.
- Rebuilt Google Ads structure to separate branded and competitor traffic.
- Launched Brand Campaign with Target Impression Share 95% and CPC cap to maintain top position.
- Launched Competitor Campaign using Maximize Conversions strategy to capture high-intent traffic.
- Monitored Auction Insights weekly and refined bids based on shifts in competition.
Results
- Impression Share on branded terms increased to 95%.
- Protected branded traffic from competitor bidding.
- Reduced wasted ad spend and stabilized CPCs while maintaining top position.
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