The Exact Way we Run Competitor Targeting for Local Markets
Most local businesses think competitors win because of pricing or brand.
Most of the time, it is simpler than that.
They show up first on Google.
When someone searches “AC repair near me” or “roofing company Houston,” they usually contact one of the first few results.
If you are not there, you are not part of the decision.
Step 1: Identify Your Real Competitors
Focus on Who Shows Up, Not Who You Think
We do not guess competitors.
We search your core services the same way a customer would and analyze:
Paid ads
Organic results
Those are your real competitors.
Usually 5 to 10 businesses dominate the searches that matter most.
Step 2: Map Buyer Intent
Not All Searches Are Equal
We group searches into three categories.
High intent
“AC repair near me”
“Emergency plumber”
“Roof replacement quote”
Mid intent
“Best HVAC company”
“Plumber reviews”
“Cost to replace furnace”
Competitor intent
“Company name reviews”
“Company name pricing”
“Company name phone number”
Each category plays a role in capturing demand and guiding decisions.
Step 3: Build Dedicated Competitor Campaigns
Separate Structure Creates Control
Most accounts combine everything into one campaign.
We separate competitor searches into their own campaigns.
Each competitor gets:
Dedicated keywords
Focused ad groups
This allows for:
Clear budget control
Better messaging
Visibility into which competitors drive results
Step 4: Write Ads That Position You as the Better Choice
Focus on Why You Win
We do not attack competitors.
We position your business as the safer, better option.
Messaging focuses on:
Fast response times
Local expertise
Upfront pricing
Strong reputation
At this stage, the user is already ready to hire.
They just need a reason to choose you.
Step 5: Send Traffic to Conversion Focused Pages
Eliminate Distractions
Traffic should never go to the homepage.
Each service has a dedicated page with:
Clear headline
Proof and reviews
Visible phone number
Simple form
Strong call to action
The goal is simple.
Turn clicks into calls or bookings.
Step 6: Protect Your Budget With Negative Keywords
Filter Out Irrelevant Traffic
Competitor campaigns can attract low quality searches.
We block terms like:
Jobs
Careers
Free
DIY
Parts
Training
This ensures budget is spent only on real buyers.
Step 7: Bid Aggressively on High Intent Searches
Position Matters More Than Cost
When someone is ready to hire, visibility is critical.
We prioritize top positions for high intent searches.
Paying slightly more per click is worth it when one job can cover the cost of many clicks.
Step 8: Track Real Business Outcomes
Measure What Actually Matters
We track:
Phone calls
Form submissions
Booked jobs
Revenue
Not just impressions and clicks.
Performance is measured by real results.
Step 9: Adjust Budget Based on Performance
Let Results Guide Spend
Budget is shifted regularly.
Top performing campaigns receive more investment.
Underperforming areas are reduced or reworked.
This keeps performance efficient and scalable.
Step 10: Scale Across Markets
Repeat What Works
This system works across locations.
New service areas follow the same structure:
Launch campaigns
Capture demand
Gain market share
Growth becomes repeatable.
The Bottom Line
Competitor targeting is not about creativity.
It is about presence.
If you are not showing up when customers are comparing options, your competitors win by default.
How BRIW Helps You Capture Market Share
At BRIW, we focus on one outcome.
Putting your business in front of high intent customers and turning that demand into consistent revenue.
If you want to see where your competitors are winning and how to take that market share, a focused audit can reveal exactly where opportunities exist.