If your ads are getting outranked by lookalikes and your CPCs are climbing, you might be dealing with ad hijacking. But what if, instead of playing defense, you could turn the game in your favor?
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In the world of affiliate marketing, ad hijacking is a common and often frustrating challenge. It happens when affiliates impersonate your brand by running paid ads that either copy your messaging or use your brand name directly, often outranking or competing with your own search ads. This not only leads to inflated cost-per-click (CPC) but also weakens your control over how your brand appears online.
Naturally, most brands view ad hijackers as parasites. They violate terms, undercut ad performance, and dilute your carefully crafted brand identity. It feels like they’re taking shortcuts at your expense.
But here’s the twist. Many of these hijackers aren’t scammers. They’re actually talented marketers who just took the wrong route. They understand how to drive traffic, they know how to write compelling ad copy, and they’re clearly motivated by performance ($).
So instead of burning bridges, what if you could redirect their skills and energy? What if you could flip these hijackers into your strongest, most loyal affiliate partners?
Ad hijacking is when someone runs paid ads that closely mimic your own. They might bid on your brand name, copy your ad text, or link to your site using a redirect or tracking ID. To the average user, these ads can look identical to the ones you’re running yourself.
Common hijacks include:
Bidding on your (high-volume) branded keywords
Copying your exact headlines and descriptions
Redirecting traffic through cloaked affiliate links
Running ads that outrank your own, even on your brand name
Why do hijackers do this? Some are just aggressive performance marketers who think it’s fair game. Others may not know your policies. And then there are those who know exactly what they’re doing — exploiting your brand intentionally for personal gain.
You might be dealing with ad hijacking if:
Your PPC costs suddenly spike
Your branded search results page gets crowded with unfamiliar ads
You notice a drop in your click-through rate on brand campaigns
Recognizing these signs early is key. The longer it goes unnoticed, the more it drains your budget and weakens your brand authority.
That said, it’s important to understand that not all hijacking is the same. There’s a big difference between hijackers looking to earn commissions and actual competitors stealing your market share. Understanding the distinction helps you respond strategically — not reactively.
Most brands and affiliate managers respond to ad hijacking the same way — they send takedown notices, ban the affiliate, or report the behavior to ad platforms. It’s a reactive approach driven by frustration and the need to protect the brand.
But this method has its downsides.
There’s a smarter way to handle this — one that’s proactive, not punitive.
You waste time and money chasing down offenders. Identifying hijackers, collecting proof, and going through takedown procedures can drain resources without solving the root problem.
You risk burning bridges with people who could actually bring value. Many hijackers are skilled marketers. They know how to drive traffic and convert. What they lack is direction, not talent.
You miss the opportunity to optimize your affiliate program for performance. Instead of turning a problem into potential, you shut the door completely.
Not all ad hijackers are the same. Some are just aggressive PPC marketers who know how to drive results — they just haven’t been given the right boundaries.
Before you rush to ban them, take a step back and assess their value. Ask yourself:
If the answer is yes to any of the above, you may be looking at a high-potential partner, not just a policy violator.
You can still monitor them closely without handing over full trust right away. Use tools like tracking links with limited attribution windows, post-conversion analytics, or even set up isolated landing pages to keep tabs on performance.
The goal isn’t to excuse hijacking — it’s to identify hidden talent and redirect it toward your goals, not against them.
Most hijackers expect to be banned or ignored. So when a brand reaches out with a professional, open tone, it instantly flips the script. Start with curiosity, not confrontation. You’re not condoning their tactics — you’re just leaving space for a productive conversation.
The tone here is key. Lead with opportunity. Let them know you noticed their effort and are willing to give them a proper seat at the table — on your terms.
Once they’re open to working with you, lay out clear expectations. Offer an official partnership or a whitelisting arrangement. Share your brand guidelines and PPC terms so there’s no confusion about what’s allowed.
The goal is to turn their skills into a win-win — where they scale ethically and you stay in control.
After alignment, treat the affiliate as a strategic partner, not a risk to contain. The goal is now optimization, not just compliance. Reward transparency. If they tell you what angles, keywords, or copy are converting best, double down on support. Help them scale further — but ethically and within agreed limits.
Not every hijacker will turn into a star partner. If someone refuses to play fair, continues brand bidding, or goes dark after outreach:
Protect your brand, but don’t close the door to conversations. Sometimes they circle back later—ready to play by the rules.
Ad hijacking can feel like an endless game of whack-a-mole — but smart brands take a different approach.
Instead of just chasing bad actors, they look for opportunities to turn friction into performance.
The future of affiliate management is built on collaboration, not constant conflict. With the right strategy, what once felt like a threat can become a surprising source of ROI.
Are you curious about leveraging paid media for business? I’d love to help.
Alex Goldberg
Serial entrepreneur + creator of the Paid Media Affiliates course