🎯 Google Ads Campaign Setup Guide: Brand, Non-Brand & Competitor Campaigns

💡 Why Campaign Structure Matters

Most small businesses set up one big Google Ads campaign and call it a day. But if you want to know where your money’s going (and how to grow smarter), you need structure…and let me tell you, I did the exact same thing before I made a career out of it (Yikes!)

A well-organized campaign gives you clarity and control — so you can see what’s working and what’s not.

At Bindi & Blazers Media, we use three main campaign types for every client:
Brand, Non-Brand, and Competitor.
Here’s how each one works 👇

🧢 1. Brand Campaign – Protect Your Name

What It Is

These ads target searches for your own business name or branded terms — like “Bindi and Blazers Media Marketing” or “Bindi and Blazers Media.”

Does It Matter?

While Competitors (and big-box chains) often bid on your name to steal your clicks, unless it’s a highly competitive market, you generally don’t need to waste your money as a local business with this campaign type. However as your business grows, here is the setup.

How to Set It Up

• Match Type: Exact or Phrase Match for your business name

• Keywords Examples:

  • [bindi and blazers media]

  • "bindi and blazers media near me"

• Ad Copy Tips:

  • Headline: Official Site – [Your Brand Name]

  • Description: Digital Marketing Experts. Visit our official store today.

• Budget: Keep small — 5–10% of total ad spend.

Pro Tip 💡

Add Negative Keywords for unrelated terms like “jobs,” “reviews,” or “complaints” to keep your brand campaign clean.

🌍 2. Non-Brand Campaign – Grow New Customers (Most Important for Small Businesses)

What It Is

These ads target people who don’t know your business name yet but are searching for what you offer.
Think: “kids resale store near me” or “digital marketing agency for small business.”

Why It Matters

This is where new customer growth happens.
Brand campaigns protect — Non-Brand campaigns expand to new customers.

How to Set It Up

• Match Type: Start with Phrase Match, then test Exact.

• Keyword Examples:

  • "digital marketing near me"

  • "affordable google ads help"

  • "local seo services for small business"

• Ad Copy Tips:

  • Speak to pain points and benefits.

  • Example: Save money with google ads”

  • Include local cues like “near me” or your city name.

• Budget: 60–70% of total ad spend.

Pro Tip 💡

Use your Search Terms Report weekly to find new keywords and block irrelevant ones (like “free”).

🥊 3. Competitor Campaign – Stand Beside the Big Guys

What It Is

These ads show up when someone searches for your competitors’ brand names — like “Once Upon a Child” or “Funky Frog resale.” when it comes to a children’s clothing resale shop.

Why It Matters

It’s a smart way to attract shoppers who are already looking for similar businesses.
You’re meeting people mid-decision — and giving them a reason to try you instead.

How to Set It Up

• Match Type: Phrase Match or Exact

• Keyword Examples:

  • "once upon a child"

  • "funky frog resale"

  • "local ad agency near [city]"

• Ad Copy Tips:

  • Never use competitor names in the ad text (that’s against policy and will get your ads disapproved)

  • Instead, highlight your unique edge:
    “Better Payouts. Better Prices. Same Great Savings.”
    “We’re Local. We’re Personal. We’re Ready to Help.”

• Budget: Small test budget (10–20%) — watch performance closely.

Pro Tip 💡

Competitor campaigns usually have higher cost per click, but even a few conversions can be valuable if you position yourself with a strong offer or local advantage.

📊 How to Manage All Three Together

Campaign Type Goal Budget SplitKeyword TypeFocusBrandProtect your name5–10%ExactShow up first for your own businessNon-BrandFind new customers60–70%Phrase/ExactReach people who don’t know you yet Competitor Win market share10–20%Phrase/ExactShow your value over competitors

⚙️ Maintenance Tips

• Review your Search Terms Report weekly.

• Add Negative Keywords to stop irrelevant clicks.

• Monitor Conversion Tracking — know what’s working.

• Test new headlines and offers every month.

✅ Quick Recap

Your Smart Google Ads Setup Includes:

1. Brand Campaign → Defend your name.

2. Non-Brand Campaign → Reach new customers.

3. Competitor Campaign → Win attention from rivals.

Grow Smarter. Spend Wiser. Stand Out.
👉 Want help setting this up the right way?
Book a free consultation with Bindi & Blazers Media — we’ll build your first campaign with strategy and purpose from day one.