A brand ad exists to send someone who typed your name to the right page and the right language. If the organic result is already your page, no rival or directory sits above it, and the language is correct, the spend mostly makes the monthly pack look cheap.
When to turn it on
Turn it on when a competitor bids on your name. Turn it on when a directory or a marketplace ranks above the company result. Turn it on when a Berlin office and an Ankara office exist and the organic result sends people to the wrong language or the wrong form. If a product name you own collides with a generic word, that product gets its own brand group.
When to leave it off
If you hold the result, nobody is bidding and the page is the right one, the brand campaign can stay off. Leaving it on stacks easy form fills next to the service campaign. The blended cost falls for a reason that is not commercial progress. A director then cannot see the service enquiry underneath.
Its own campaign, its own sentence
Brand does not eat the service budget. It has its own ceiling, and the brand terms are negatives on the service campaign. The ad names the office and the next step. A discount that is not on the page is not in the ad. A trademark complaint is a legal step, not a campaign setting. The campaign does not stand in for that step.
The decision sits in the scope
Whether the brand campaign runs at all is something HED Creative writes into the scope in Berlin or Ankara. The Google Ads account stays owned by the company. Two live markets mean two languages, two ads, two pages. The decision is not “always on”.
Write the decision into the brief on the Google Ads agency page. Where the split lives: B2B search structure.