Google Tests Branded Search Controls for AI Max Campaigns
Google Ads is testing a new setting that would let advertisers control whether AI Max campaigns bid on branded search queries, addressing one of the most common complaints about the automated campaign type since its launch.
Some advertisers are seeing a "Branded Searches" control inside AI Max campaigns with three options: show ads on all relevant searches (the current default), use brand inclusion and exclusion lists, or show ads only on unbranded searches.
Why This Matters
AI Max campaigns can overlap with dedicated brand campaigns, creating friction for marketing teams. When the same brand query triggers both campaign types, costs rise for traffic that was already likely to convert, attribution becomes murky, and it becomes harder to measure whether AI Max is finding genuinely new customers or just cannibalizing existing brand spend.
An "unbranded only" option would let marketers use AI Max strictly for prospecting and net-new demand, keeping brand searches isolated to campaigns built specifically for that purpose.
The Current Workaround
Until now, advertisers have relied on brand exclusion lists to prevent AI Max from serving on branded queries. A native campaign-level setting would be more straightforward and offer better visibility into how the system handles brand intent.
What's Uncertain
It's unclear whether Google is rolling this out globally, running a limited beta, or testing it in select accounts. The feature has been spotted by paid search specialists but not officially announced by Google.
Marketers should check their AI Max campaign settings for this control and watch for official announcements. Google has gradually added more governance options to automated campaign types as advertisers have pushed back on lack of transparency around AI-driven decisions.
For teams managing AI for Marketing initiatives, understanding these controls will be essential. Marketing managers making decisions about AI Max implementation should review the AI Learning Path for Marketing Managers to stay current on how these tools work.
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