Why B2B Brands Are Buying Their Own Company Keywords

Lucas and Luna unpack a counterintuitive strategy in B2B paid search: bidding on your own brand name. With Google Ads costs up 20 percent year-over-year in early 2026, many CMOs are slashing defensive brand spend to save budget. But a new analysis of 200 B2B accounts from the agency Seer Interactive shows that pausing brand campaigns reduces overall paid search ROI by an average of 12 percent within 60 days. Lucas walks through the data on brand-click cannibalization versus competitor poaching, and explains why the real risk isn't overpaying for a click you'd get for free, but letting a rival like G2 or Capterra steal the conversation. Luna shares a case from her own experience at a martech firm where a brand campaign pause led to a 30 percent drop in demo requests. Together they argue that brand defense is best understood as an insurance policy on your demand generation, not a vanity metric. #B2BMarketing #PPC #PaidSearch #GoogleAds #BrandDefense #SEM #SeerInteractive #MarketingROI #CAC #DemandGeneration #Business #RevenueOperations #FexingoBusiness #BusinessPodcast #TheGrowthOperator #B2BPaidSearch #CompetitorBidding #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo