Bidding on your brand name in Google Ads may seem a little strange, but it's a smart move.  Here are some examples:
Protect your brand: When you bid on your brand name, you ensure that your ads pop up when people search for your brand. This keeps competitors from snatching up customers who are specifically looking for you.
Get noticed: Bidding on your brand name means your brand will appear more often on Google. When users see your name in organic search results and paid ads, your brand stands out and sticks in their minds.
Say what you want: With paid ads, you control the message you want to send users. You can highlight special deals, promotions, or unique things about your brand. It's a chance to grab attention, convince users to choose you over the competition, and send them to the landing page YOU choose.
Boost clicks: When your brand name appears in organic and paid results, it adds credibility and trust. Users are more likely to click on your ads, leading to more website traffic and potential sales.  But, they will often click the organic link, so it doesn’t cost a thing.
Bidding on your brand name is a cost-effective way to defend your brand, increase visibility, shape your message, and get more clicks. It's like spotlighting your brand and ensuring people find you when they're looking.