I don't recommend you file your own DMCA takedown requests unless you really know what you are doing. We deal with them all day long and know all the ins and out of the various ISP's countries, rules, formats etc. We know staff at the bigger ISP copyright departments. You can do it yourself but a properly executed and professional first request is important. If you really want to get the stolen content removed you should visit dmca.com We can get it taken care of for $99 or your money back. Our success rate is almost 100% and our clients love us.
contacting google might not work. if my competitor will steal my contents, I'd probably would like to exchange links with his site. this way, readers can compare which site is better.
DMCA notices are pretty much the standard if the website or file stealing your copyrighted content is hosted in the USA. However, I have noticed that ISPs tend to respond to them even outside of the United States, such as in Canada when Bit Torrent files are being used. I have a free formatter for DMCA notices in my signature line. It costs nothing and it takes less than five minutes to fill out and print off for the mail or fax machine (whatever the host you're sending it to prefers). Beyond that, you can also report the copyright infringement to advertisers on the page of the content. For example, Google AdSense has a little icon in the corner of their ads that you can click to report a website which is using content stolen from you. This is probably one of the easiest ways to hurt the content thief where it hurts.