PPC Marketing for Attorneys: Competitor Conquesting Campaigns, Done Carefully

Bidding on a competing firm's brand name — so your ad appears when someone searches for a specific competitor — is a legal, widely used PPC tactic generally referred to as competitor conquesting. It's also one of the more ethically and strategically nuanced tactics available, and worth thinking through carefully before launching.

Why Firms Run These Campaigns

A searcher typing a specific competitor's name has already demonstrated legal need and is actively comparing options — arguably a more qualified audience than a generic keyword searcher. A well-crafted ad offering a genuine point of differentiation can capture some share of that already-motivated traffic.

Bar Association Considerations

While bidding on a competitor's name is generally legal under trademark law (using a competitor's name as a keyword trigger is different from using it in your actual ad text, which can raise separate concerns), state bar advertising rules and professional conduct expectations vary, and some attorneys view the tactic as unprofessional even where it's technically permitted. It's worth considering your own comfort level and your state bar's general guidance before proceeding.

How to Do This Without Looking Desperate or Petty

• Never use a competitor's actual name in your ad text — target their name as a keyword, but keep your ad copy focused on your own firm's genuine strengths.
• Lead with real differentiation (a specific specialty, a distinct service like free consultations, a notable track record) rather than disparaging the competitor implicitly or explicitly.
• Expect a lower click-through rate on these campaigns than on your own branded or generic keyword campaigns, and budget accordingly.

Protecting Your Own Brand Terms Too

If competitor conquesting is common in your market, competitors may be bidding on your firm's name as well. Running your own branded campaign — bidding on your own firm name — ensures you maintain top placement for searches that are already specifically looking for you, rather than ceding that space to a competitor's ad.

Whether This Tactic Is Worth Pursuing

Competitor conquesting tends to work best as a smaller, supplementary part of a broader PPC strategy rather than a primary tactic, given its generally lower conversion rates relative to intent-driven generic searches. For the foundational campaign work that should come first, see our guide to PPC campaign structure for law firms.