Google Ads Brand Keywords: Cut 80% of Brand Spend, Buy New Customers Instead
DTC Podcast · with Zav · September 18, 2026 · 25 min
Summary
Most DTC brands are overspending on Google Ads brand keywords, paying for customer acquisition they already have. This episode reveals how to audit your brand spend, reallocate up to 80% of that budget, and strategically invest in acquiring new, high-value customers. Learn to identify wasted spend and shift funds to more impactful acquisition channels like Performance Max and Demand Gen campaigns.
Key takeaways
Audit your Google Ads account to determine the exact percentage of your budget spent on brand vs. generic keywords, aiming to keep brand spend under a specific percentage (though the exact percentage isn't given, the principle of a cap is clear).
Reallocate budget from brand defense to new customer acquisition campaigns, using existing assets like YouTube videos in Performance Max and Demand Gen to maximize reach.
Implement specific landing pages for generic search queries, moving beyond just sending all traffic to the homepage to improve conversion rates.
Prepare for an initial ROAS drop when cutting brand spend and have a clear justification ready for stakeholders by emphasizing new customer acquisition.
Capitalize on search demand generated by influencer collaborations and partnerships by ensuring you are bidding on relevant terms that capture this traffic.
How much of your Google Ads budget goes to your own brand name? Most DTC marketing teams cannot answer that, and the brands defending an ambiguous brand term are paying for customer acquisition they already had. Wildflower Cases is spending the large majority of roughly $3,500 a month on the single term "wildflower," according to SEMrush.Pilothouse Senior Google Media Buyer Zav audits that account with Eric Dyck on the DTC Podcast. Brand clicks at twelve to fifteen cents, a 21,000 subscriber YouTube library with no connection to the ad account, and a word that belongs to Tom Petty, Billie Eilish, a 2022 film and every florist in the country. You walk away knowing your own brand versus generic split and what to move the money into.Get the DTC Newsletter: https://directtoconsumer.coWHAT YOU WILL SOLVEYour brand keyword is cheap and converts well, so you cannot tell if it is working. Zav explains the account math that makes a brand campaign look like your best performer.You do not know your brand versus generic split. There is a ten minute check in the search terms report, and a percentage to keep it under.Your budget is fixed and nobody will raise it. Zav reallocates $3,500 a month on air with no increase.Your ROAS will fall when you cut brand spend and somebody will ask why. He gives you that answer before you need it.Your collab partners drive search demand you are not bidding on. Charli XCX and Slushy Noobz fans are already looking.Your generic ads all land on the homepage. Specific query, specific collection page.You have a YouTube library doing nothing for paid. Performance Max and Demand Gen take those videos as they are.ABOUT ZAVZav is a Senior Google Media Buyer at Pilothouse, the performance marketing team behind
What does this episode say about paid acquisition?
Audit your Google Ads account to determine the exact percentage of your budget spent on brand vs. generic keywords, aiming to keep brand spend under a specific percentage (though the exact percentage isn't given, the principle of a cap is clear).
What does this episode say about analytics & attribution?
Reallocate budget from brand defense to new customer acquisition campaigns, using existing assets like YouTube videos in Performance Max and Demand Gen to maximize reach.
What does this episode say about dtc strategy?
Implement specific landing pages for generic search queries, moving beyond just sending all traffic to the homepage to improve conversion rates.
What does this episode say about paid acquisition?
Prepare for an initial ROAS drop when cutting brand spend and have a clear justification ready for stakeholders by emphasizing new customer acquisition.
What does this episode say about paid acquisition?
Capitalize on search demand generated by influencer collaborations and partnerships by ensuring you are bidding on relevant terms that capture this traffic.
