Branded Search After CTV Campaigns
30% of TV viewers search after seeing an ad. If you're not bidding on your own name, competitors are stealing your CTV-generated leads.
You ran CTV. Someone saw your commercial. They were interested.
Instead of typing your URL, they Googled your firm name. And the first thing they saw was your competitor’s ad.
You paid for the awareness. They got the lead.
The Second-Screen Reality
30% search instead of going direct.
That’s not a leak. That’s a waterfall. And if you’re not standing at the bottom with a bucket, your competitors are.
Why People Search Instead of Type
It’s not laziness. It’s behavior.
Reasons for Searching
- Easier than typing URL. “Smith Law Firm” is faster than “smithlawfirm.com”
- Verification. “Let me see what comes up about them”
- Comparison. “Who else is out there?”
- Memory. “What was that firm’s name again?”
Even if your URL was on screen for 5 seconds, many viewers will default to Google. That’s just how people use the internet now.
The Competitor Threat
Competitor Bids on Your Name
They target “Smith Law Firm” as a keyword
Their Ad Appears First
Above your organic listing when someone searches for you
Viewer Clicks Competitor
They see the first result and click
You Lose the Lead
You paid for the commercial. They paid for the click. They got the case.
Is This Legal?
Yes. Bidding on competitor names as keywords is legal in the U.S. You cannot use their trademarked name in your ad copy, but you can bid on it as a keyword.
Many PI firms do this aggressively. If you’re running CTV and not protecting your brand terms, you’re funding their lead generation.
The Branded Search Play
Defensive: Protect Your Name
Must-bid keywords:
- [Your Firm Name]
- [Your Firm Name] + lawyer
- [Your Firm Name] + attorney
- [Your Firm Name] + reviews
- Common misspellings
Why it matters:
- You show up first for your own name
- Competitors can’t steal position
- Low CPC (high relevance score)
- Captures CTV-generated intent
Offensive: Bid on Competitors
If they’re doing it to you, you can do it to them.
Keywords:
- [Competitor Name]
- [Competitor Name] + reviews
- [Competitor Name] + alternative
Rules:
- Cannot use their name in ad copy
- Can position yourself as alternative
- Must compete on ad quality
Message Match in Branded Search
Your branded search ads should echo your CTV creative.
Option A
Option B
The searcher just saw your TV ad. Reinforce the message.
Branded Search Metrics to Track
Key Metrics
| Metric | What It Tells You |
|---|---|
| Branded search volume | CTV awareness impact |
| Branded search lift | Change during CTV flights |
| Branded CPC | Competitor bidding pressure |
| Branded conversion rate | Should be highest of all campaigns |
| Impression share | Are you showing up for your own name? |
Branded Search Lift = CTV’s Fingerprint
If branded search volume increases 40% when CTV is running, that’s CTV’s impact, even if those conversions are attributed to search.
Track branded search lift as a core CTV performance indicator.
Attribution Reality
The Credit Problem
CTV platforms report view-through conversions. Google reports last-click conversions. When someone sees CTV, searches your name, and converts, who gets credit?
Option A
Option B
The Right Answer
Both. The system works together:
Measure blended CAC across channels. Don’t let last-click attribution undervalue CTV or overvalue search.
Implementation Checklist
- Bidding on firm name (exact match)
- Bidding on firm name + lawyer/attorney
- Bidding on common misspellings
- Bidding on firm name + reviews
- Monitoring competitor bids on your name
- Ad copy echoes CTV messaging
- Tracking branded search volume as CTV KPI
- Measuring branded search lift during CTV flights
The Full System
Branded search is one capture point. What about retargeting? What about the landing page they hit?
For the complete architecture, see our Full-Funnel CTV guide.
Frequently Asked Questions
Should I bid on my own firm name?
Yes. Always. Competitors can bid on your name as a keyword. If you’re not bidding, they show up above your organic listing. This is especially critical during CTV flights when branded search volume increases.
Is it legal to bid on competitor names?
Yes. You can bid on competitor names as keywords. You cannot use their trademarked name in your ad copy. Many PI firms bid aggressively on competitor names, especially firms running TV.
How do I measure CTV’s impact on branded search?
Track branded search volume before, during, and after CTV flights. A 20-50% lift in branded searches during CTV is common. This lift is CTV’s fingerprint, even though the conversions are attributed to search.
Why doesn’t CTV get credit for branded search conversions?
Attribution models typically credit last-click. When someone sees CTV, then searches and clicks a search ad, search gets the credit. The right approach is measuring blended CAC and tracking branded search lift as a CTV KPI.
References
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Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/
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Diray Media. “Why TV Is More Relevant Than Ever in a Second-Screen World.” 2024. https://diraymedia.com/2024/12/18/why-tv-is-more-relevant-than-ever-in-a-second-screen-world/
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Strategus. “Post-View Website Visits Attribution.” 2025. https://www.strategus.com/blog/attribution/post-view-website-visits