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. Based on this analysis, we rebuilt the account structure as part of our Google Ads management approach to clearly separate branded and competitor traffic and regain full control over impression share.
- 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.
Before:
After:
Client’s Words
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