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Google Ads Use In Commerce

Google Ads and Commercial Use: A Guide to "Use in Commerce"

Amrusha Chati

Amrusha Chati

18 October 20235 min read

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Google Ads and Commercial Use

In the world of trademarks and intellectual property, the concept of "use in commerce" plays a pivotal role. This is especially so when it comes to U.S. trademark registration. So, what exactly is "use in commerce," and why is it so essential in trademark law?

In this blog post, we'll break down this crucial requirement of commercial use and explore its relevance in the context of Google Ads (formerly Google AdWords). So, let's dive into the fascinating world of trademarks.

What is the "Use in Commerce" requirement?

Trademark registration gives trademark owners a host of strong legal protections against trademark infringement.

No matter what type of trademark you're dealing with, proving commercial use to the United States Patent and Trademark Office (USPTO) is an absolute must. This means that the trademark should be used in bona fide commercial activities. It proves that the mark is not merely reserved to stake a claim.

Simply put, you can't register a trademark just to keep it in your back pocket. As a trademark owner, you have to put it to real-world use.

Proving "Use in Commerce"

If you have a tangible product, you can establish trademark use through labeling or packaging. This ensures your customers can recognize your brand in connection with the product.

But, if you provide services, things work a bit differently. Use for services is often demonstrated through advertisements that bear the mark and describe your services. In this case, it's all about creating a connection between your brand and the services you provide.

In either, the "use in commerce" requirement ensures that you have a solid case for legal protection in case of trademark complaints or trademark infringement.

"Use in Commerce" vs. "Intent to Use"

For federal trademark registration, there are two options under the Lanham Act (commonly known as the Trademark Act) to prove the use of your trademark: "use in commerce" and "intent to use." The path you choose depends on your specific circumstances. Regardless of the method, you'll need to provide proof of use, often called a “specimen.”

For "use in commerce" applicants, this means including a specimen in your initial application. On the other hand, "intent to use" applicants can file an application while preparing to use the mark in the future. Still, they must provide the specimen before finalizing their registration.

This flexibility allows businesses to protect their trademarks before they launch a new product or service.

Common misconceptions about "Use in Commerce"

When dealing with the "use in commerce" requirement, businesses often encounter some common misconceptions. Let's clarify a few of these:

1. No immediate sale required: "Use in commerce" does not always mean the immediate sale of a product or service. It includes activities related to establishing and promoting your brand.

2. Not limited to physical sales: "Use in commerce" extends to various activities. It's not confined to physical sales. It encompasses advertising, marketing, and other brand-building efforts.

3. Importance of proper specimens: Your "specimens" are crucial pieces of evidence to show "use in commerce." Ensure they're accurate and clearly show the use of your trademark.

Establishing commercial use can be a bit more intricate. One clever method many businesses employ is utilizing Google Ads, a service provided by the world's largest search engine.

Google Ads is one of the most powerful tools to build a strong online presence on a search engine like Google or Bing. This online advertising platform allows advertisers to display concise ad copy to web users. If a potential customer clicks on the ad, they're directed to the ad's landing page for a product or service.

Over the last decade, it has become an indispensable tool for digital marketers. It can help your brand stand out even on incredibly competitive search engines.

But how does it fit into the "use in commerce" equation for service marks?

The key is to ensure your trademark is accurately displayed to search ad viewers. The ad title or copy should clearly identify the services you offer.

If these criteria are met, using Google Ads can be considered commercial use of a service mark. It's a smart strategy to reach potential customers, even if they may not see your mark directly.

Courts view using a trademark to generate advertising, like Google Ads, as a form of "use in commerce." This holds true even if the customer never directly lays eyes on the mark, such as on a product or billboard. It's a powerful tool for businesses to promote their products or services while securing their trademark rights.

Using your mark on Google Ads also helps trademarks that don't meet the "inherent distinctiveness" requirement. Google Ads can demonstrate a "secondary meaning" that might otherwise be considered descriptive. This distinction from the ordinary meaning can be a game-changer for trademark registration.

The role of Google Ads

One of the significant advantages of using Google Ads is the ability to reach a national and even international audience. Your ads can be viewed across geographies. This can be key in demonstrating "use in commerce" for service marks.

By reaching a broad audience, you are establishing a commercial presence that extends beyond your local area.

As Google Ads directs potential users and customers to your ad's landing page, it helps to create a connection in the minds of consumers between your brand and your mark. This can create brand recognition within the trademark owner's industry for the brand and business.

But remember, it's crucial to ensure that your trademark is accurately displayed in your ad copy. This means that the mark must be prominent and easily recognizable. Potential customers should not doubt the source of the goods or services being offered.

A vital step

Whether you're using Google Ads to promote your services or employing traditional methods, the concept of commercial use or "use in commerce" is a cornerstone of trademark protection.

The world of trademarks can be complex. It's a good idea to consult with a trademark attorney who can guide you through processes such as trademark filing online and ensure that your intellectual property rights are protected.

Remember that trademark registration is not a legal requirement but a strategic tool to safeguard your brand against misuse and infringement.


What is "intent to use"?

"Intent to use" (ITU) is a type of trademark application that an applicant can file with the USPTO for registering a trademark before starting to use the mark in commerce.

What are some acceptable specimens of commercial use for services?

A service mark must be shown as used in the advertising or sale of the service specified in the trademark application. Acceptable specimens include but are not limited to website pages, digital, print, or other advertisements, business cards, brochures, menus, etc.

What is a class of goods?

In the USPTO trademark registration system, all goods and services are "classified" or divided into broad categories of goods or services. Each category is also assigned a number from 1 to 45, also known as an international class. 

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Amrusha is a versatile professional with over 12 years of experience in journalism, broadcast news production, and media consulting. Her impressive career includes collaborating extensively with prominent global enterprises. She garnered recognition for her exceptional work in producing acclaimed shows for Bloomberg, a renowned business news network. Notably, these shows have been incorporated into the esteemed curriculum of Harvard Business School. Amrusha's expertise also encompassed a 4-year tenure as a consultant at Omidyar Network, a leading global impact investing firm. In addition, she played a pivotal role in the launch and content strategy management of the startup Live History India.