We do and good results so far. • Have a dedicated landing page comparing your product vs competitor's • Good ad copy - You can directly mention you are a "Competitor name Alternative" in your first heading. That way, you can weed out their loyal fanbase and entice the right audience. • Add more negative keywords as you grow • Negative keywords that proves they are not in buying/evaluation phase - keywords including login, support, glassdoor, employee benefits.... • It's much easier to personalize the demo for leads who are coming via competitor keywords. Even if they do not enter the competitor name in the demo booking use case box, we still know their intent via UTM.