Attribution
Does Google Ads over-attribute branded searches?
Google Ads can legitimately report a conversion after a branded ad click while still overstating how much incremental value the click created. If a customer already intended to buy and searched your exact brand name, the ad may have captured an order that organic search would otherwise have received.
Attribution and incrementality are different
From Google's perspective, the click happened before the purchase. The attribution is valid under the model. The business question is different: what would have happened if the paid brand ad had not appeared?
When brand ads can be incremental
They may protect the top result from competitors, promote a specific offer, improve mobile visibility or direct customers to the right page. In those situations, some paid brand traffic can create value beyond organic capture.
Keep it separate
Report branded and non-branded Google performance separately. A blended account ROAS can look exceptional when brand captures a large amount of existing demand. That split is covered in more depth in how much budget should go to brand vs non-brand.
Test carefully
Controlled pause tests, geographic comparisons and total paid+organic branded click trends can help estimate substitution. Avoid declaring every brand conversion "cannibalized" based on theory alone.
Separate attribution from likely incrementality
If branded Search is carrying your Google ROAS and you want to understand the true acquisition picture, contact us. We can separate attribution from likely incrementality.