 However, it is important to note that using trademarks that are not one's own is forbidden by Google, and pushing paid search conquesting to that extreme can negatively impact the CTR and quality score.Paid search conquesting is a controversial tactic in the pay-per-click world because it has been notoriously used as a way to start bidding wars.The most negative outcomes of paid search conquesting during a bidding war can result in threats to brand visibility and increase in CPC costs.