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Watch the Video Tutorial:
How to Exclude Brand Keywords from Performance Max Campaigns
Step 1: Create a Brand List
1️⃣ Navigate to Tools and setting (or Tools in the New Interface)
2️⃣ Navigate to Shared Library and click on Brand lists
3️⃣ Create a Brand List and select your Brand
4️⃣ If your Brand is not in the list select + Request a Brand, and fill in the form to be added to Google Ads' brands' library.
Step 2: Apply the Brand List as an exclusion to your Performance Max campaigns
1️⃣ Navigate to your Performance Max campaign
2️⃣ Navigate to Settings
3️⃣ Click on Additional settings
4️⃣ Navigate to Brand Exclusions
5️⃣ Select your Brand List and Save
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Frequently Asked Questions on Excluding Brand Keywords from Performance Max Campaigns
Why exclude brand keywords in Performance Max?
Because brand traffic often performs too well — it can mask the real performance of non-brand acquisition efforts.
Main reasons:
You want to measure true incremental conversions from cold traffic.
Your branded terms are already covered by Search campaigns.
You want to control spend distribution — avoid PMax eating up cheap branded clicks.
How do I use the new Brand Exclusion feature?
If your account has access:
Open your PMax campaign.
Go to Settings → Brand Exclusions.
Click Edit, then Add brand.
Search and select your own brand name (and close variants).
Save the changes.
This prevents your PMax ads from showing on Search and Shopping queries containing those branded terms.
What if my brand isn’t recognized by Google yet?
If your brand doesn’t appear in Google’s predefined list:
You can request a brand addition via your Google Ads rep.
Meanwhile, create Search campaigns targeting your branded terms (to control them manually) and exclude your brand via negative keywords in those campaigns.
Add negative keyword lists at the account level if possible (requires Google rep assistance).
Will Brand Exclusions affect Discovery, YouTube, or Display placements?
No, Brand Exclusions only apply to Search and Shopping inventory.
Your brand may still appear on YouTube or Display if Google’s algorithm deems it relevant.
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