# How Google Ads Brand Bidding Works in 2026

Page: https://stenobird.com/podcast/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644/how-google-ads-brand-bidding-works-in-2026
Text version: https://stenobird.com/podcast/the-google-ads-podcast-with-fexingo-search-ads-display-and-ppc-campaign-strategy-7871644/how-google-ads-brand-bidding-works-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: 2026-06-14T17:33:40+00:00
Episode link: https://audio.fexingo.com/business/the-google-ads-podcast/episode-0052.mp3
Audio file: https://audio.fexingo.com/business/the-google-ads-podcast/episode-0052.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/how-google-ads-brand-bidding-works-in-2026
Duration seconds: 568

## Resource

Lucas and Luna dig into brand bidding strategy in 2026. Lucas explains why bidding on your own brand terms is still essential, even when you already rank organically. They cover the concept of 'brand defense' when competitors target your branded keywords, how Google's broad match has changed the game for brand queries, and why some advertisers are shifting budget away from brand campaigns. Luna shares a real example of a mid-sized e-commerce client who saw a 12% conversion drop after pausing brand ads. They also discuss impression share benchmarks and when it makes sense to let organic results do the work. A concrete look at brand bidding trade-offs in the current auction environment. #BrandBidding #BrandDefense #GoogleAds #PPC #SearchAds #KeywordStrategy #AuctionInsights #Marketing #FexingoBusiness #BusinessPodcast #LucasAndLuna #PaidSearch #BroadMatch #ImpressionShare #BidStrategy #AdRank #QualityScore #ConversionRate Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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