More than 30,000 paid Google ads examined in a 2026 investigation were classified as confirmed or likely affiliate interceptions, raising concerns about businesses paying commissions on customers already searching for their brands.
Advertising-monitoring company AdCrime examined 71,858 ads across 16 markets between February and September 4, 2026. Its research identified affiliate interceptions in 42.8% of the targeted sample. The study emphasized coupon-related searches, so the figure isn't representative of all Google advertising. A separate October 6 report found that 31% of 605 brands studied in US Google searches during 2024 encountered affiliate brand bidding.
For small businesses, these findings raise a practical concern: Are affiliates generating new customers or collecting commissions on purchases that might have happened anyway?
Why affiliate brand bidding costs businesses money
Affiliate brand bidding happens when a partner purchases search ads targeting a merchant's name or branded terms, such as "[brand] coupon." When shoppers follow those ads through affiliate links, the partner may earn commissions on resulting purchases.
The practice isn't automatically prohibited. Problems arise when affiliates violate paid-search restrictions or receive credit for sales they might not have influenced.
Consider a retailer recording $20,000 in monthly affiliate-attributed sales at a 10% commission rate. That's $2,000 in commissions. Unauthorized branded-search activity could account for part of that expense, although individual transactions need investigation before estimating losses.
Businesses running affiliate marketing programs should review their agreements before assuming branded-search activity constitutes a violation.
How to detect affiliate brand bidding: a 6-step audit
Start with your affiliate agreement, then check whether suspicious ads can be traced to enrolled partners. If you already run Google Ads campaigns, your advertising reports can provide a useful starting point.
- Define prohibited keywords. Check your affiliate agreement for restrictions on brand names, misspellings, product names, and "[brand] discount" searches. Identify approved exceptions.
- Build a search test list. List branded queries containing "coupon," "reviews," "pricing," and "promo code." Review Google Ads Auction Insights, if available, for advertisers competing in the same auctions.
- Test different locations and times. Check relevant markets, devices, and time periods. Google's Ad Preview and Diagnosis tool can preview results without generating impressions, although it may miss intermittent affiliate campaigns.
- Capture suspicious advertisements. Save screenshots, search terms, dates, locations, ad copy, advertiser details, destination URLs, and available tracking identifiers. Keep everything in an evidence log.
- Trace the advertiser and destination. Examine landing pages, recorded redirects, and tracking parameters for identifiers linked to your affiliate program. Treat matches as leads, not proof.
- Match findings against affiliate records. Compare publisher IDs and commission records against your agreement. Confirm violations and check adjustment deadlines before imposing penalties.
How to interpret suspicious ads
Not every advertiser targeting your brand is violating affiliate rules. Google's trademark policy permits trademark keyword bidding, although certain uses in ad copy may be restricted following a complaint.
The evidence generally falls into three categories:
- Affiliate violation: An enrolled partner breaks written restrictions. Document the evidence and follow enforcement procedures.
- Unrelated advertiser: A competitor or reseller targets your brand. Review the ad for possible trademark-policy concerns.
- Unclear ownership: Tracking cannot establish who is responsible. Gather more evidence before acting.
Even a confirmed affiliate referral doesn't prove the commission was unnecessary. Reviews and comparisons can influence purchases, including when shoppers already recognize a brand.
How to prevent unauthorized brand bidding
Affiliate agreements should specify prohibited keywords, approved exceptions, any required negative keywords, and consequences for violations. Amazon's Associates Program, for example, restricts specified branded paid-search placements and excludes associated purchases from commission eligibility.
Use documented warnings before escalating to commission reversals or termination when authorized by your agreements. Review platform deadlines and seek legal advice when ownership or contractual disputes remain unresolved.
Next steps
Start by checking the terms your affiliates agreed to, then test your highest-value branded searches and document suspicious ads. Confirm the responsible partner before adjusting commissions, and repeat the audit as your program grows.
The goal isn't to eliminate every branded ad. It's to stop paying for prohibited traffic while preserving partnerships that produce genuine sales.