Google Ads now measures *branded searches as a new conversion type:*

• Branded searches track the number of searches users make within 7 days of *seeing* eligible ads.
• Branded searches are a "Consideration conversion" in reporting, to distinguish them from actual actions like purchasing.
• Branded search conversions are attributed to the *last viewed ad.*

So if your brand has a strong presence in organic search from SEO, paid might claim credit for the "branded search conversion" just because someone already familiar with the brand happened to see an ad, basically intercepting a search intent that was already there.

For better attribution it's important to look at *net new* branded search volume (beyond baseline), not just the total number of branded search conversions to see if new brand search interest is coming from a paid campaign.

On a more cooperative note, if specific ads really are driving a lot more net new branded search than others, it's worth looking at the topics/messaging to try and figure out what got people interested (to see if there are insights applicable to organic search strategy).