When you search for a brand on Google, you’ve probably noticed a box on the right side of the results page displaying key details like the company name, logo, website, and social media links. That’s a Google Knowledge Panel—a powerful asset that boosts brand credibility and visibility. But did you know that competitor ads can indirectly impact how these panels appear and evolve over time?
By analyzing how your competitors run their ad campaigns, you can uncover insights that strengthen your own brand signals, improve your search presence, and even influence the way Google showcases your business. In this guide, we’ll break down how to claim and optimize your knowledge panel while using competitor ads to gain a competitive edge.
Table of Contents
What Is a Google Knowledge Panel?
A Google Knowledge Panel is the information box that appears on the right-hand side of search results when users look up a business, person, brand, or entity. It pulls data from Google’s Knowledge Graph, based on verified facts from across the web.
Knowledge panels can include:
- Brand or person’s name
- Description
- Logo and images
- Social media links
- Website and contact info
- Related entities
It acts as a digital snapshot of your brand and can often be the first impression someone gets.
Why Claiming Your Knowledge Panel Matters for Brands
Claiming your knowledge panel gives you the ability to edit, manage, and optimise the information displayed about your brand. It builds trust, enhances brand visibility, and improves your authority online.
For ecommerce brands and digital-first businesses, it increases click-through rates, supports SEO efforts, and provides a competitive edge.
The Hidden Link Between Competitor Ads and Knowledge Panels
Here’s where things get interesting: competitor ads can indirectly impact the appearance of their knowledge panels.
Google uses brand signals from multiple channels, including paid advertising. If your competitors are running strong, consistent ad campaigns, they may be:
- Reinforcing brand queries (users Googling them)
- Driving mentions across the web
- Boosting visibility across Google’s properties
You can use this to your advantage by studying their ad strategy to boost your own presence.
How to Spy on Competitor Ads and Gain Insights
To understand how your competitors support their brand visibility, start here:
Free Tools:
- Facebook Ad Library (ads library from Meta)
- Google Ads Transparency Center
Paid Tools:
- SEMrush (PPC and keyword insights)
- Ahrefs (monitor branded search terms)
- SpyFu (see historical ad spend and copy)
- SimilarWeb (traffic and source breakdown)
Look for:
- Where they advertise (Google Search, Display, YouTube, Meta)
- Their messaging
- How often they push brand terms
- The landing pages they promote
Use this to:
- Improve your ad campaigns
- Increase brand recognition
- Inform content that feeds your own knowledge panel
Step-by-Step: How to Claim Your Google Knowledge Panel in 2025
Step 1: Create or log into your Google Account
Step 2: Search for your brand on Google. Find your knowledge panel on the right side of the results page.
Step 3: Click “Claim this knowledge panel”. Located at the bottom of the panel.
Step 4: Verify your identity. You’ll need to prove your affiliation with the brand. Acceptable sources include:
- YouTube (linked to your brand)
- Google Search Console
- Twitter/X
- Facebook/Instagram (brand accounts)
Step 5: Submit ID and documentation. Google may request personal or company ID.
Step 6: Wait for approval. This can take anywhere from 2 days to 2 weeks.
Boost Your Panel Authority Using Competitors’ Ad Strategy
Once you’ve claimed your panel, the work doesn’t stop. Now you need to reinforce your brand’s presence.
Use competitor ad insights to:
- Identify keywords they target (and bid on your own brand name if they do!)
- Run your own brand awareness campaigns
- Place display ads on sites where they appear
- Encourage branded searches through influencer partnerships or PR
Also ensure your brand is mentioned on:
- Wikipedia (if notable)
- Crunchbase
- Industry directories
- Online reviews
- Press releases
How Long Google Takes to Approve Your Panel (And How to Speed It Up)
On average, approval takes 2–7 business days, but delays can happen if:
- Your site has weak brand signals
- There are inconsistencies in your online profiles
- You submit incomplete documents
Speed things up by:
- Verifying across multiple platforms
- Using a verified domain email (e.g. [email protected])
- Ensuring your website uses schema markup (Organization, Person)
Pro Tips: Beating Your Competitors with Better Branding
- Create consistent social media handles across platforms
- Use structured data (JSON-LD format)
- Publish your brand story, founder bio, and mission
- Produce press mentions (even on niche sites)
- Create explainer videos on YouTube under your brand name
Google rewards brands that are well-documented across multiple sources.
FAQs
How do I claim a knowledge panel on Google?
Search your brand, click “Claim this knowledge panel,” and verify ownership using Google-approved methods.
Can competitor ads influence knowledge panels?
Yes, they can indirectly increase brand signals Google uses to generate panels.
How do I use competitor ads to improve my visibility?
Monitor their ad placements, messaging, and landing pages, then adapt or outdo them in your campaigns.
What if my knowledge panel doesn't appear yet?
Increase brand mentions, publish structured data, and ensure consistent branding across platforms.