Ask What is the point of running branded keyword ads in digital marketing when you already rank organically?

[Meridian]

Branded keyword ads target searches containing the business name itself. Some people think paying for those clicks is unnecessary because the business already appears organically. Still, branded ads can protect traffic from competitors bidding on the same name. They also allow businesses to highlight offers, phone numbers, discounts, or important updates directly in the ad. In some cases, branded ads improve trust because the business appears more dominant on the search page. The cost per click is also often lower compared to non-branded keywords. Some marketers strongly support this strategy while others see it as wasted spending. What is your opinion on branded ads?