Free up brand search budget where organic already wins
Match brand queries across Search Console and Google Ads, check whether competitors are bidding on your brand, and preview a 14-day brand budget cut that shifts money to high-ROAS non-brand campaigns.
When to use it
When you suspect you are paying for brand search clicks you would get for free from organic results and want to move that money to non-brand.
What you get
A query-by-query table with a reduce or keep verdict, the monthly budget you can free up and where to move it, plus a 14-day brand budget cut test with a baseline, previewed for approval.
Does it change anything in my account?
Only with your approval. The assistant first shows a preview of every change and waits for your go-ahead.
Check whether our brand search campaigns are paying for clicks we would get organically anyway. Our brand terms contain [brand name]. Use the last 60 days.
1. Run gsc_list_sites and pick the property for [our domain]. With gsc_performance (dimension query, query filter [brand name], days 60), list brand queries with clicks, impressions, CTR and average position.
2. With search_terms_report (days 60, sort by cost), list the search terms that contain the brand term, with cost, clicks, conversions and conversion value. Use list_entities and get_report at campaign level to identify which campaigns are brand campaigns, with their daily budgets, cost and ROAS.
3. Competitor check on our brand. Run seo_history first so we do not pay twice for data we already have. Then:
- Run seo_paid_keywords for [main competitor domain] and tell me whether any of the keywords it bids on contain our brand term.
- Run seo_serp_analysis for our top 3 brand queries by paid cost and note any paid results from other advertisers.
- Run competitor_ads for [main competitor domain] (platform google) to see what their live ads say.
- Run impression_share_analysis at campaign level for the brand campaigns. High top-of-page and absolute-top share with little rank loss is a sign we are not being challenged.
All of these are snapshots of a single moment, not bidding history. Treat "no competitor found" as "none seen in this scan" and say so in the table.
Deliverable: a table matched by query with these columns: organic position, organic CTR, organic clicks, paid clicks, paid cost, paid ROAS, competitor seen (yes / no / not checked), and a verdict.
- Reduce: organic position is 1.5 or better, organic CTR is above 30%, and no competitor was seen on the term in this scan.
- Keep: a competitor was seen, organic position is worse than 3, or the term was not covered by the competitor checks.
Then estimate how much monthly budget the Reduce terms free up, based on their share of brand campaign cost. Name the non-brand campaigns with ROAS above [target ROAS] that should receive it. A single budget increase above +50% is blocked, so split larger moves across days if needed.
Propose a 14-day test with brand campaign budgets cut by 50%. Record today's baseline now: average daily brand clicks from Search Console plus brand paid clicks from the search terms report. Success means total brand clicks (paid plus organic) drop by less than 10% versus that baseline. I will ask you to re-run steps 1 and 2 on day 14 and compare. Show every budget change with set_campaign_budget as a preview (confirm=false) and wait for my approval before applying anything.
A one-page brief mapping who advertises in the client's market, where, with what message, and where the client stands today.
When to use itWhen you are about to start with a new client and need to understand who they compete against in paid and organic search before the kickoff call.