I made the mistake of agreeing to undertaking that I would not use the trademarked brandname of one of my competitors' keyuwords in our Google ads bidding. Talking with a lawyer after the fact, I learnt that we can freely use the keywords but agreeing to the undertaking is a more serious and legally binding corporate promise. Now they are bidding on my brand names but we can't bid on them. So, I do agree Google search sucks, heh.