Why do Google results not appear in my keyword search?

Google’s ad transparency data is indexed by advertiser rather than by search term, so keyword lookups are not possible against it. Keyword searches therefore cover Meta and TikTok, while Google can be searched by brand or domain.

Can I search by website domain instead of brand name?

Yes. Searching by domain is often more precise than a brand name, particularly for brands with common words in their name or for companies that advertise under several trading names.

Which should I use if I am new to a market?

Start with keyword search to discover who is spending in the category, then switch to brand search on the names that keep appearing. Discovery first, then depth.

Guides

Brand search vs keyword search: when to use each

3 min read

What you’ll be able to do: Pick the right search mode for the question you are actually asking.

Brand search: you already know the target

Type a brand name and you get that brand’s ads. Use this when you have a named competitor, a client’s rival, or a brand whose marketing you admire and want to take apart.

This is the mode most people want most of the time, and it is the one to start with.

Keyword search: you want to find the players

Search a keyword and you get ads from across the category rather than one advertiser. Use this when the question is "who is advertising against this term" or "what does the winning creative look like in this niche" — particularly when entering a market where you cannot yet name the main players.

It is also the fastest way to find brands worth watching. Run a category keyword, look at who keeps appearing, then switch to brand search on the names that come up.

One real limitation, stated plainly

Google has no keyword search. Google’s ad transparency data is indexed by advertiser, not by search term, so there is no way to ask it "show me everyone bidding on this phrase". That is a limitation of the source, not something we can engineer around.

In practice: keyword searches run across Meta and TikTok. Google is brand and domain only. If you search a keyword, Google results will not appear, and that is expected rather than a fault.

A sequence that works

Keyword search the category to find who is actually spending.
Note the two or three names that keep recurring.
Brand search each one and load the full set.
Sort by longevity and decode the top ad from each.
Add the best of them to Watching so new creative comes to you.

Frequently asked questions

Why do Google results not appear in my keyword search?: Google’s ad transparency data is indexed by advertiser rather than by search term, so keyword lookups are not possible against it. Keyword searches therefore cover Meta and TikTok, while Google can be searched by brand or domain.
Can I search by website domain instead of brand name?: Yes. Searching by domain is often more precise than a brand name, particularly for brands with common words in their name or for companies that advertise under several trading names.
Which should I use if I am new to a market?: Start with keyword search to discover who is spending in the category, then switch to brand search on the names that keep appearing. Discovery first, then depth.