What are Performance Max brand exclusions?
Performance Max brand exclusions prevent a PMax campaign from serving on search queries that contain specified brand terms. They are applied at the campaign level through Settings and use brand lists rather than standard negative keywords. The feature targets brand-related search queries specifically. It does not affect Display, YouTube, or Discovery placements where query matching is not the trigger.
When should you use brand exclusions in Performance Max?
Use brand exclusions when you have a separate, well-funded brand Search campaign that is capturing branded queries at a lower CPA than PMax would. The goal is to prevent PMax from claiming credit for conversions that the brand Search campaign would have generated without PMax involvement. This prevents budget waste and lets each campaign focus on what it does best: brand Search handles brand demand, and PMax handles prospecting.
When should you avoid brand exclusions?
Avoid exclusions when you do not have a dedicated brand Search campaign running in parallel. Without a brand Search campaign, excluding brand from PMax simply removes coverage without a replacement. Also avoid exclusions when brand search volume is too low to justify a separate campaign, or when your account is new and the PMax algorithm needs all available conversion signals to learn.
How do brand exclusions affect ROAS reporting?
Adding brand exclusions to PMax often causes reported PMax ROAS to drop. This does not necessarily mean performance worsened. It may mean PMax is no longer claiming credit for high-converting brand queries that the brand Search campaign is now capturing instead. Total account ROAS should be the comparison metric, not PMax ROAS in isolation. If total account ROAS stays stable or improves, the exclusion was likely correct.
How should ecommerce brands test brand exclusions?
Run a structured before-and-after test. Set a 4–6 week baseline period and document all metrics, add brand exclusions, then measure for 4–6 weeks with the same budget and no other structural changes. Compare total account conversion volume, total account ROAS, and brand Search campaign impression share and CPCs. Do not judge by PMax metrics alone. If total account performance holds or improves, the exclusion was effective.
| Scenario | Use Exclusion | Reason | Test First |
|---|---|---|---|
| Dedicated brand Search campaign exists with strong budget | Yes | Prevent PMax from competing with brand Search for the same queries | Yes |
| No dedicated brand Search campaign | No | Would remove brand coverage without replacement | No |
| PMax ROAS is high but business results are flat | Yes, as test | High ROAS may be inflated by easy brand conversions | Yes |
| Brand search volume is very low | No | Not enough brand traffic to justify exclusion overhead | No |
| Account is new or PMax has low conversion history | No | Algorithm needs all conversion signals to learn | No |
| PMax impression share on branded terms is high | Yes | PMax is diverting brand budget that could be cheaper in Search | Yes |
Before the test
- –Brand Search campaign is active and has adequate budget
- –Baseline metrics recorded: PMax ROAS, brand Search impression share, total account conversions, total account ROAS
- –Brand exclusion list created in Google Ads shared library
- –Test window defined (minimum 4 weeks)
During the test
- –No other structural changes made to PMax or brand Search campaigns
- –Budget held constant across both campaigns
- –Brand Search impression share monitored weekly for coverage gaps
After the test
- –Compare total account ROAS, not PMax ROAS in isolation
- –Compare brand Search impression share before and after
- –Compare total conversion volume before and after
- –Only make exclusions permanent if total account efficiency improved
For a deeper look at how brand and non-brand campaigns interact, see our guide on brand search cannibalization and how to audit for overlap.