Trademarks policyTrademarks policy

Google's Trademarks policy covers Google Ads and Display & Video 360. It never restricts trade marks used as keywords, or in the domain of an ad's display URL. After a valid complaint, it can restrict a mark used in the ad itself, by a direct competitor or in a way that's confusing, deceptive or misleading.

• Since 24 July 2023 complaints name specific advertisers, identified by their URLs, in the countries and industries where the owner has shown rights.
• A restriction generally applies to ads using the same second-level domain in their final URL.
• Resellers, informational pages, indexes of search results and descriptive use are exceptions.
• Restricted ads show as Eligible (limited) in the advertiser's account, and Google warns at least seven days before suspending an account.

Google writes trademark as one word, in the policy's name and its tools. The way in is the Google Ads Trademark Troubleshooter, which also covers authorising an advertiser to use your mark.

It can't stop brand bidding. That's for your programme terms. The trade mark complaint guide covers what a complaint can and can't change.