What to do if another company is using our brand name without permission?

If you search on Google for 'EdiFabric', our company name, you get a sponsored result from cdata (unrelated to our company) pointing to their product with a link named 'EdiFabric'. They are obviously infringing our trademark to deceive and lure users. Apart from sending a cease and desist letter as soon as possible, what other steps would be appropriate to respond to that infringement? Should this be reported to Google Ads as well? Thank you.