Apple Ads Competitor Keywords: A Conquesting Strategy That Works
By Intent+ Team · July 5, 2026 · 7 min read · Diagnosis
Bidding on a rival's name puts you in front of users already shopping your category. It costs more and converts less than brand or category traffic — but when the economics work, it's one of the most reliable ways to steal market share directly from a competitor.
What Conquesting Is
A competitor campaign bids on the names of rival apps. When a user searches for a competitor, your ad appears above or alongside theirs. You're not attacking the competitor — you're intercepting their potential users at the moment of peak category intent.
The Economics You Must Respect
Competitor keywords cost 20–40% more than category terms and convert at lower rates because the user was looking for someone else. The economics work when your LTV advantage, switching incentive, or price point makes the higher CPA worthwhile.
Which Competitors to Target
Often the smaller ones. Bidding on a giant's brand is expensive and crowded. Smaller competitors have underdefended brand terms, lower auction floors, and users who are more open to switching.
Frequently Asked Questions
Is it allowed to bid on competitor keywords? Do they convert well? How much to bid? Big or small competitors? How do I stop competitors conquesting my brand?
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