Ask HN: Have you noticed competitors in search results after using Google Ads?

As a side project, I created an app. The name of the app is somewhat obscure. Whenever I did a search for the app’s name, I never saw Sponsored links get returned from a search.

Recently, to help the app gain some traction, I used Google Ads—and ever since doing so I’ve noticed Sponsored links frequently get returned when doing a search for the app’s name.

Anyone else noticed something similar? Thoughts on why this is happening? The name of the app is obscure enough that no one would be creating ads targeting it specifically.