Tech News · Google
Performance Max brand searches — what small businesses should do
“Performance Max campaigns may also filter out navigational or brand-specific search queries to prioritize serving them through dedicated Search campaigns.”
— Google, Google Ads Help
What happened
Performance Max brand searches may now be filtered out of Google Ads Performance Max campaigns and steered to dedicated Search campaigns, according to new wording in a Google Ads Help page. Search Engine Roundtable reported the change on November 3, 2026, after Hana Kobzová flagged it on PPC News Feed.
The new paragraph sits on the help page titled “How Performance Max interacts with other campaigns in your account.” Google says the filtering means brand-related queries are handled by campaigns that offer more precise control. It tells advertisers who want that traffic to make sure their dedicated brand Search campaigns have enough budget, and to consider adding Search Themes to the Performance Max campaign.
This appears to be a documentation change, not a product launch. Google has not given a start date, and we found no formal announcement. An archived copy of the page does not include the paragraph, but that does not prove when the behavior began; Google may have started this earlier and only now written it down. The wording is also “may,” not “will,” and the page does not define “navigational” or “brand-specific.”
The rest of the page still lays out the basic order. A Search campaign keyword that exactly matches a person’s query, or is spell-corrected to it, is preferred over Performance Max. If no keyword matches exactly, the campaign with the higher Ad Rank serves.
FuzeForth’s take
Brand searches are often the cheapest and most profitable clicks in a Google Ads account, because the person is already looking for you. Some small businesses run Performance Max as their only campaign because it promises to cover everything. This new wording is a clear signal that “everything” may not include the people typing your name. If you have no brand Search campaign, it is worth checking whether a competitor’s ad is now sitting above your listing when someone searches for your business.
What to do this week: open Performance Max search term insights and look for changes in brand query volume. Run a live search for your business name and your main product names. If your brand traffic matters, set up a small Search campaign covering your brand name, product names and common misspellings, and confirm that it has approved ads and enough budget to run all day. Then choose one approach. If you want brand traffic kept out of Performance Max entirely, use brand exclusions. If you want it inside, test Search Themes. Doing both sends mixed signals, and you won’t be able to tell which one moved your numbers. If nobody is watching this in your account, paid ad campaign management can take it off your plate.
Don’t overreact, though. A very small local business with few brand searches may see little change, and Google has not said how much traffic is affected. Compare your numbers over a few weeks before moving budget. It is also worth watching the organic side: Search Engine Roundtable reported this week that AI Overviews for many brand searches moved to the right column on desktop, with no statement from Google. What people see when they search your name is changing on both the paid and the unpaid side, which is why AI search optimization and your ad setup should be reviewed together.
Key points
- Google’s help page now says Performance Max “may” filter out navigational or brand-specific queries in favor of dedicated Search campaigns.
- Google advises giving brand Search campaigns sufficient budget and considering Search Themes if you want this traffic in Performance Max.
- Google has given no start date and we found no announcement, so it is unclear whether the behavior is new or only newly documented.
- Advertisers relying on Performance Max alone should check search term insights and search for their own brand this week.
Frequently asked questions
Does Performance Max still show ads on brand searches?
It can, but Google now says it may filter those queries out and prioritize dedicated Search campaigns. Google has not said how often this happens, so check your own search term insights.
Do I need a separate brand Search campaign for Google Ads?
If brand searches bring you real customers, it is the safest way to keep coverage, and Google’s guidance points that way. Google’s page does not explain what happens to these queries in accounts with no brand Search campaign.
How do I stop Performance Max from running on my brand name?
Use brand exclusions, which you can add to new or existing Performance Max campaigns. Google says they also cover common misspellings and related subsidiary brands.
Sources
- Google Ads Help — How Performance Max interacts with other campaigns in your account
- Google Ads Help — About brand exclusions
- Search Engine Roundtable — Google Ads Performance Max Campaigns Filters Navigational & Brand Queries
- Relevant Audience — PMax may filter out brand searches, Google Ads Help says
- Search Engine Roundtable — Google AI Overviews For Brands Move To Right Column
