fyi, you can target competitor brand names on google this q4 and steal their traffic easy $364k at 2.5x roas for a brand last year here’s how you can run this: start by building a list of competitors in your category go to keyword planner and check their branded search volume look for brands with strong search demand and products you can compete against then build keyword lists around: - brand names: "Nike" - brand + modifiers: "Nike reviews," "Nike alternatives" - brand + products: "Nike running shoes" now, for the campaign structure, you have 2 options: you can have campaigns for a specific competitor if there's enough search volume and conversion data to support it this gives you more control over bids, ad copy, and landing pages or you can group multiple competitors into one campaign when it comes to the ad copy, you need to give people a reason to click your ad remember, they're searching for another brand, so you need to get them to consider something else we use 2 approaches here 1. ranking angle: position your ad around a list of the best products in the category (e.g., "Top 7 [Products] of 2026") 2. direct comparison angle: tell people to look at other options (e.g., "Don't Overpay for a [Product]") each angle should lead to a different landing page for the ranking angle, build a third-party-style comparison page show the products in the category, position yours as one of the recommendations, and explain why it's worth considering for the direct comparison angle, use an us vs. them page put your product next to the alternatives and compare the features, benefits, and pricing once everything is running… track your conversions, CPA, and which competitors are bringing in profitable customers before and during BFCM, searches for your competitors can spike as they push more spend into their promotions pay close attention to that increase in demand adjust your budgets and bidding targets to capture more traffic after Cyber Week, check how demand and performance have changed pull budgets back and tighten ROAS targets where needed this is one of the strategies in our Q4 Toolkit there are plenty more opportunities like this where you can find cheaper traffic and bring in new customers don’t sleep on google ads this year i’ve put our full q4 google ads playbook into a checklist. we used it to help brands scale 3–5x yoy last year. grab it here: echelonn.io/resources/q4-202…

a landing page format that’s been printing on google lately: collection page built around different use cases seeing this work well across pmax, shopping, and demand gen. It basically works as a simplified quiz. at the top, you ask people what use case or problem they're trying to solve. they pick an option, and the page automatically scrolls down to the product that best fits their needs. we've been seeing good results with this layout: 1. introduce the product category and the problems it solves 2. ask visitors what they're looking to achieve, with a few options they can choose from 3. based on their selection, scroll to the most relevant product 4. for each product, explain who it’s best for, along with its benefits, features, and price 5. add reviews, testimonials, and other social proof 6. use a comparison chart to show the differences between products 7. present the offer, CTA, FAQ definitely worth testing if you sell a range of products designed for different needs.

we’re spending tens of millions on google ads every month for ecom brands. i did a quick analysis to figure out what moved the needle the most for our clients this year so far. here’re a few of my takeaways: 1. test landing pages on google like how you test creatives on meta your landing pages are one of the biggest (if not the biggest) factors in your performance. and the same way you’d test creatives on meta… you should be testing landing page variations, angles, and formats on google to: - lower acquisition costs - improve conversion rates - scale to new levels of spend - capture new traffic sources from different customer avatars, problems, and use cases 2. reach more potential customers google is so much more than BOF Search, Shopping, and retargeting. sell to colder traffic (youtube ads, TOF search, MOF/comparison, native style ads, etc) go after different use cases, avatars, problems, and angles build dedicated landing pages for different channels and angles to keep your funnel congruent. just like on meta, if you truly want to scale on google, never stop looking for new customers to sell to. 3. match your funnel to how people buy on each placement people care about different things depending on where they see your ads. take Shopping, for example. price matters a ton here. and showing a good deal can make a huge difference in CTR. so you can promote a lower-priced product to get more people to click and buy then upsell them to higher-priced products later in the funnel. the same applies to other channels and placements. figure out what people care about, then match your offer, creative, and landing page to it. the better you understand this, the higher CTR and conversion rate you’ll get and the more you’ll scale. 4. get serious about your product feed & gmc shopping is the money placement for ecom. and your feed + gmc are 2 of the biggest things you can control. don’t be lazy and optimize your titles, images, descriptions, attributes, etc. duplicate your feed to target different search intents and show up for more queries. go to 'Store Quality' in merchant center and aim for “exceptional”. set up product reviews, seller ratings and promotions properly. 5. take advantage of changes in demand search volume and demand change throughout the year it could be seasonal, like hoodies in winter, or holidays and sales events like BFCM and Christmas. it could also be a growing trend, like right now, more people searching for ways to deal with burnout. spot these changes early and build campaigns around them. target relevant keywords, create ads and landing pages that match what people are looking for, and position your products around that demand. you can get a massive jump in revenue if you catch these changes at the right time. Google Ads is a whole different beast compared to a few years ago. and the brands that figure out these 5 things will have a massive advantage going forward.