Hi Lucie, thanks for your comment. I am not a Search Marketer, and I generally am not against brand keyword ads. On the opposite, the clients I know seem to do well with them: They cost pretty much nothing and the ROAS is gigantic. Your question is of course valid though: Would the people who come via Paid Search Brand not come anyway, but via Organic Search? It would be interesting to see a newer AB Test on that (shut off brand ads for a certain portion of people and see how they perform compared to the rest).

The arguments FOR the brand ads that I remember were:

- improves Google Ads Quality Score for the entire account (but that seems to be no longer too relevant)

- have the entire visible area of the page reserved for content that you can influence: There might be a Wikipedia article or some news on your company (or some other sites talking about you on the first page as well, but you want to move them down as far as possible). And given that the price for that space is nearly zero in most cases, it seems worth it. But again, would love to hear some Search Marketers on that (or see the results of an AB Test here)