Brand vs Non-brand Splitter: see what new customers really cost
Split search terms into brand, competitor and non-brand, and see what a new customer really costs.
- Free to use
- Runs in your browser
- No sign-up
Your brand split appears here
Upload or paste your search terms report and type your brand name, or try the example: a dental clinic in Pune.
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About the Brand vs Non-brand Splitter
Upload or paste your Google Ads search terms report and type your brand name. The tool splits every search into your brand, competitor brands and non-brand, with spend, clicks, conversions, cost per conversion and ROAS for each, and puts your blended numbers next to the numbers without brand searches. It finds brand searches in non-brand campaigns and the reverse, spellings of your brand that your list misses, and builds brand negatives to paste or import with Google Ads Editor. Nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns › Insights and reports › Search terms, pick a date range such as the last 90 days, keep the Campaign, Cost and Conversions columns and download the table as CSV.
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Step 2
Drop the file here or paste the table. Type your brand names, add the spellings the tool finds in your report, and add competitor names and your target CPA or ROAS if you have them.
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Step 3
Read the blended and non-brand numbers, check each campaign's role, then copy the brand negatives or download the Google Ads Editor CSV, and copy the summary for your report.
Why split brand from non-brand
People who search for your business by name already know you. Mixed into the account totals, their conversions can make the cost of a new customer look lower than it is. This tool shows the blended numbers and the numbers without brand searches side by side, so you can judge non-brand campaigns, and whoever runs them, on what new customers cost.
How the tool sorts searches
A search counts as brand when it contains one of your brand names, with spaces, hyphens and a plural "s" ignored; otherwise as a competitor search when it contains a competitor name; otherwise as non-brand. Spellings one or two letters away from your brand are suggested for you to add (our measure). A campaign counts as a brand campaign when its name includes "brand" or your brand name, and you can change any campaign's role.
What this tool cannot do
It only sees the searches in your report. Google leaves out searches with too little activity, for privacy, so the totals can be lower than your campaign totals. It cannot see your brand lists, brand exclusions or settings in the account, cannot tell whether a person searching your name would have found you anyway, and never signs in to Google Ads.
Frequently asked questions
Should I run a separate brand campaign?
It is our suggestion for most businesses that spend on brand searches: a small Search campaign for your brand names keeps brand results apart, and you can then block your brand in the other campaigns. Google's brand inclusions can keep a Search campaign, or one ad group, on searches about your brand; adding a new brand list as an inclusion needs AI Max on.
How do I stop Performance Max showing ads on my brand searches?
Google lists three ways: account-level negative keywords, campaign negative keywords, or a campaign-level brand exclusion. Google says brand exclusions also catch misspellings and other scripts that negative keywords miss. In Performance Max they cover Search and Shopping, and you can choose to let Shopping ads still show for your brand.
What is the difference between brand exclusions and negative keywords?
A negative keyword blocks the words you type and does not match close variants, so you add every spelling yourself. A brand exclusion uses a brand list and, Google says, also blocks misspellings, other scripts and sub-brands. Brand exclusions work in Search and Performance Max campaigns; in Search campaigns they sit in the AI Max settings and stop working if AI Max is turned off.
My brand is not in Google's brand list. What can I do?
When you create a brand list in Tools › Shared library › Brand lists and your brand does not appear, choose "Request a brand". Google says it replies within 3 to 6 weeks, and you can use a pending brand in the meantime with limited reach. Until then, brand negatives with every spelling you find are the way to block your brand.
Should I bid on competitor names?
That is your business decision. This tool shows what searches with competitor names cost and how many conversions they brought, so you can decide with numbers. If they do not convert at a cost you accept, our suggestion is to add the competitor names as negative keywords or as a brand exclusion.
Sources and checks
Rules last checked
The Brand vs Non-brand Splitter follows these official pages:
- About brand exclusions (support.google.com)
- About brand settings for Search and Performance Max (support.google.com)
- About the search terms report (support.google.com)
- About negative keywords (support.google.com)
Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work
Related reading
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