- Definition
- Brand exclusions are a Google Ads setting that stops Performance Max and Search campaigns from serving on searches associated with the brands in a list.
In plain words
Brand exclusions let an advertiser say "do not show this campaign on searches about these brands". The brands come from a brand list, which can include the advertiser's own brand or other brands.
They are designed for campaigns that do not rely on a keyword list, such as Performance Max, where negatives alone are harder to manage.
Why it matters for brand and paid search teams
PPC teams use brand exclusions to keep automated campaigns from taking over brand searches that a dedicated brand campaign should handle, which keeps reporting and costs clearer.
Affiliate managers and partners can use them to show that a partner's automated campaigns stay away from a merchant's brand. As with negatives, monitoring shows whether the result matches the promise.
How it works
Google describes brand exclusions as a more comprehensive option than negative keywords: they block ads on searches for the brand name, common misspellings and related subsidiary brands. Brands are chosen from lists created at the account level and applied to campaigns.
In Performance Max, brand exclusions apply to Search and Shopping ads, and advertisers can choose to let Shopping ads keep serving on excluded brand terms. For Search campaigns, Google has moved brand settings into the AI Max settings panel for new campaigns, and describes brand inclusions as the opposite control.
Google warns that brand settings limit traffic and suggests using them only where they are really needed.
Google also notes that brand lists recognize variants of a brand across languages, and that unrelated names owned by the same company need their own entries. The list is only as complete as the brands chosen for it.
Example
The agency for summit-outdoors.example adds Northstar to a brand list and applies it as an exclusion to its Performance Max campaign, but leaves the option for Shopping ads on excluded brands switched on.
Northstar's monitoring shows Summit Outdoors' text ads disappearing from its brand searches, while two Summit Outdoors product listings still appear in Shopping results on northstar boots.
Fictional brands and domains, for illustration only.
Common mistakes and misconceptions
Brand exclusions work like negative keywords. Google says they also cover common misspellings and related brands, which negatives do not.
Excluding a brand removes every ad from its searches. In Performance Max, Shopping ads can be allowed to continue on excluded brands.
Brand exclusions apply to all campaign types. Google documents them for Performance Max and Search campaigns. Check its help pages for the current setup.
How to monitor it in Ads Lighthouse
Ads Lighthouse cannot see brand lists or exclusions. It shows whether an advertiser's text ads and Shopping listings (Growth plan and above) still appear on your monitored searches after a change, with dates, places and devices.
Use Advertiser observed again alerts to hear if an advertiser returns after at least 30 days away.
Frequently asked questions
Can I ask a partner to add my brand as an exclusion?
Yes, where your agreement allows it. Brand exclusions are set in the partner's own account, so monitoring is how you see the effect.
Should I exclude my own brand from Performance Max?
Many advertisers do, so brand searches go to a dedicated Search campaign. It is a trade-off Google says limits traffic, so decide per account.
Official sources
- Google Ads Help: About brand exclusions
- Google Ads Help: About brand settings for Search and Performance Max
- Google Ads Help: About Performance Max campaigns
Sources checked on .