There is opportunity and risk.
Upside
You can meet in-market buyers at the moment they compare options, grow awareness, and present a credible alternative.
Downside
Competitor auctions are usually more expensive. Engagement is lower because many searchers want the brand they typed. You also face tighter policy constraints. If you pursue this route, be disciplined.
Competitor best practice
- Do not use competitor trademarks in ad copy or URLs
- Lead with your value, for example, features, proof, service levels, pricing clarity, guarantees
- Send traffic to a fair, useful comparison page with an honest tone
Cap bids to avoid bidding wars that destroy efficiency