If you’ve ever run Google Ads for your startup, you’ve probably faced this dilemma: Should I spend more on branded keywords or non-branded keywords?
It sounds simple, but this single decision can make or break your CAC (customer acquisition cost), ROAS (return on ad spend), and growth trajectory. Founders often pour money into campaigns without realizing that the type of keyword they target shapes their funnel, audience reach, and profitability.
In this blog, we’ll break down what branded and non-branded keywords actually are, their pros and cons, and most importantly, how you as a startup founder can strike the right balance in 2025.
What Are Branded Keywords?
Branded keywords are search queries that include your brand name, product name, or variations of it.
Examples:
- “Nike Air Zoom Pegasus”
- “Slack free plan”
- “HYBERX growth marketing agency”
In simple terms: if someone already knows your brand and is searching for it directly, they’re using a branded keyword.
Why Branded Keywords Matter
- High Intent: People searching for your brand are usually closer to conversion.
- Lower CPC: Branded clicks are typically cheaper since fewer competitors bid on them.
- Brand Protection: Competitors can (and often do) bid on your brand name. Running branded campaigns ensures you own your space.
What Are Non-Branded Keywords?
Non-branded keywords are generic search terms that don’t mention your brand name.
Examples:
- “best running shoes for beginners”
- “performance marketing agency for startups”
- “project management tool free trial”
These keywords capture people who don’t know you yet, they’re exploring solutions, not brands.
Why Non-Branded Keywords Matter
- Expand Reach: Essential for introducing your startup to new audiences.
- Demand Generation: Great for scaling D2C and SaaS brands beyond existing customers.
- Top of Funnel Entry Point: Even if they don’t convert immediately, they enter your funnel (via remarketing, email, etc.).
Branded vs Non Branded Keywords: Key Differences
| Factor | Branded Keywords | Non-Branded Keywords |
|---|---|---|
| Intent | High (bottom funnel) | Mid/Low (top funnel) |
| Cost (CPC) | Lower | Higher |
| Competition | Lower | Higher |
| Conversion Rates | Higher | Lower but scalable |
| Reach | Limited to brand-aware users | Much wider |
Pros & Cons for Startups
Advantages of Branded Keywords
Lower CAC (customers searching for you are easier to convert).
Protects your brand from competitors.
Improves ROAS since intent is high.
Advantages of Non-Branded Keywords
Expands your market beyond brand-aware users.
Essential for scaling growth.
Builds brand discovery.
Limitations
Branded: Limited reach; can’t scale endlessly.
Non-Branded: Higher CPC, more competition, requires good funnel optimization.
How to Balance Branded & Non-Branded in Google Ads Strategy
For startups, it’s rarely an either/or choice. It’s about how much budget you allocate to each.
Suggested Budget Split
20–30% Branded: Protect your brand, capture high-intent leads.
70–80% Non-Branded: Build awareness, scale new acquisitions.
Testing Frameworks
Run A/B tests on branded vs non-branded ad copy.
Use Performance Max or Search campaigns to compare cost per conversion.
Track both immediate conversions (ROAS) and assisted conversions (funnel influence).
Analytics to Watch
- CAC per channel
- ROAS by keyword type
- Impression share for branded terms
- Conversion paths in GA4
FAQs
Q1. What is an example of a branded keyword?
👉 “Nike Air Zoom Pegasus”, it directly references the brand.
Q2. What does “non-branded” mean?
👉 It refers to search queries without any specific brand mention (e.g., “best running shoes”).
Q3. What is the difference between branded and generic keywords?
👉 Branded = includes a brand name; Generic (non-branded) = product/service terms without brand names.
Q4. Should startups bid on their own branded keywords?
👉 Yes. To protect brand searches, maintain visibility, and block competitors.
Q5. Can you rank for both branded and non-branded keywords?
👉 Absolutely. In fact, an effective startup strategy uses both in balance.
Conclusion: The Final Verdict
For startups in 2025, the answer isn’t to pick branded or non-branded keywords, it’s to strategically balance both.
- Use branded keywords to secure bottom-funnel conversions and brand loyalty.
- Use non-branded keywords to expand reach, generate demand, and fuel growth.
- The sweet spot is a data-backed mix that lowers CAC while maximizing ROAS.
💡 Next Step: Want to know the right branded vs non-branded mix for your startup?
👉 Book a free funnel audit with HYBERX and let’s map out a growth strategy tailored to your business.