# Google Ads Brand Vs Non-Brand Keyword Strategy in 2026

Page: https://stenobird.com/podcast/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644/google-ads-brand-vs-non-brand-keyword-strategy-in-2026
Text version: https://stenobird.com/podcast/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644/google-ads-brand-vs-non-brand-keyword-strategy-in-2026.md
Podcast: [The Google Ads Podcast with Fexingo: Search Ads, Display, and PPC Campaign Strategy](https://stenobird.com/podcast/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644)
Published: 2026-07-11T05:39:25+00:00
Episode link: https://audio.fexingo.com/business/the-google-ads-podcast/episode-0107.mp3
Audio file: https://audio.fexingo.com/business/the-google-ads-podcast/episode-0107.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644/episodes/google-ads-brand-vs-non-brand-keyword-strategy-in-2026
Duration seconds: 625

## Resource

Episode 107 of The Google Ads Podcast with Fexingo breaks down the strategic split between brand and non-brand keywords in 2026. Lucas and Luna analyze a real mid-market e-commerce case — an outdoor gear retailer spending 80 percent of their budget on their own brand terms — and walk through how shifting 30 percent of that spend to non-brand search unlocked a 22 percent lift in new customer acquisition. The hosts cover auction dynamics, Quality Score implications, bid adjustments, and the role of broad match in non-brand discovery. They also discuss when protecting brand terms matters (competitor conquesting, trademark issues) and when brand-defense campaigns eat ROI. No fluff, just the specific numbers and decisions behind a smarter paid-search strategy. #GoogleAds #BrandVsNonBrand #KeywordStrategy #PPC #SearchAds #PaidSearch #DigitalMarketing #MarketingPodcast #FexingoBusiness #BusinessPodcast #AuctionDynamics #QualityScore #BroadMatch #NewCustomerAcquisition #EcommercePPC #OutdoorGear #AdBudgetOptimization Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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