Google Ads brandjacking: A case study of Carglass vs. its competitors

Google Ads brandjacking is the practice of bidding on a competitor’s brand name as a keyword in order to appear in search results for that keyword. This can be a very effective way to drive traffic to your website, but it can also be seen as unethical by some.

Carglass, a French automotive glass repair and replacement company, has been the target of Google Ads brandjacking by its competitors for many years. In 2019, Carglass decided to take action against these competitors by filing a lawsuit in a French court.

Carglass argued that its competitors were engaging in unfair competition by bidding on its brand name. The company also argued that its competitors were misleading consumers by appearing in search results for Carglass’s brand name, even though they were not actually affiliated with Carglass.

The French court ruled in favor of Carglass and ordered its competitors to stop bidding on its brand name. The court also ordered the competitors to pay damages to Carglass.

The Carglass case is a landmark case in the fight against Google Ads brandjacking. It shows that companies can take legal action against competitors who are engaging in this practice.

Google Ads brandjacking
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Google Ads brandjacking

How Carglass won the case

Carglass was able to win the case against its competitors by providing evidence that they were misleading consumers. The company showed that its competitors were using its brand name in their Google Ads ads, even though they were not actually affiliated with Carglass.

Carglass also showed that its competitors were ranking higher in search results than Carglass’s own website. This was because the competitors were bidding more on Carglass’s brand name than Carglass was itself.

The French court found that the competitors’ actions were unfair and misleading to consumers. The court therefore ordered the competitors to stop bidding on Carglass’s brand name and to pay damages to Carglass.

Implications for businesses

The Carglass case is a landmark case in the fight against Google Ads brandjacking. It shows that companies can take legal action against competitors who are engaging in this practice.

The case also highlights the importance of businesses monitoring their brand name on Google and taking action against any competitors who are bidding on their brand name.

How to protect your brand from Google Ads brandjacking

There are a number of things that businesses can do to protect their brand from Google Ads brandjacking, including:

  • Monitoring search results for your brand name on a regular basis
  • Bidding on your own brand name to ensure that your ads appear higher in search results
  • Registering a trademark for your brand
  • Using a trademark alert service to notify you of any attempts to register a trademark that is similar to your own

Google Ads brandjacking is a serious issue that can have a significant impact on businesses. By following the tips above, businesses can take steps to protect their brand from this practice.

Additional tips

  • You can also report Google Ads brandjacking to Google. Google has a policy against trademark infringement, and they may take action against advertisers who are bidding on your brand name without your permission.
  • Consider using a brand protection service. These services can help you to monitor your brand name online and take action against infringers.
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J Nov 2023

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Ekrem Duman

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