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The short answer
Someone comparing you with a named rival is at the end of their decision, not the start. Oppy takes the competitors you listed and checks whether any keyword in the account covers each one. The ones nothing bids on are listed.
Why it matters
Competitor searches are the highest intent traffic in many categories. The person knows what they want and is choosing who to buy it from.
Bidding on them is a choice with trade-offs: clicks can be dear and Quality Scores low, because your ad is not what the searcher typed. But it should be a choice, not a gap nobody noticed.
How Oppy decides
The check only runs when you have named competitors.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Keywords report |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- Write down the competitors your customers compare you with.
- In Google Ads, open Search keywords and search the list for each competitor's name.
- Note the competitors with no keyword at all.
- Check Auction insights to see which of them already bid on your own name.
What to do about it
If you want those searches, build a separate competitor campaign with its own budget and ads that say why someone would choose you. Never use a rival's trademark in the ad text where it is not allowed.
Start small, watch cost per conversion closely, and drop the names that cost too much.