Google Appears to Be Testing New Branded Search Controls in AI Max Campaigns

Why It Matters

By separating branded from non‑branded demand, advertisers can protect brand‑keyword ROI and simplify attribution, addressing a key friction point in AI‑driven search automation.

Key Takeaways

• New "Branded Searches" control lets AI Max limit brand query ads
• Options include all searches, brand inclusion/exclusion, or unbranded only
• Addresses advertiser concerns over brand traffic cannibalization
• Provides clearer attribution and cost control for brand campaigns
• Still in testing; rollout timeline remains unclear

Pulse Analysis

AI Max has become Google’s flagship automated search solution, leveraging machine learning to allocate budget across keywords, audiences, and creative assets. While the platform promises efficiency, marketers have repeatedly warned that its black‑box nature can inadvertently bid on their own brand terms, inflating costs and muddying performance data. Historically, advertisers relied on manual exclusion lists to keep AI Max from encroaching on brand traffic, a workaround that offered limited transparency and required constant upkeep.

The newly spotted "Branded Searches" control introduces a native, campaign‑level toggle that streamlines brand‑traffic governance. By selecting the "unbranded only" option, advertisers can confine AI Max to prospecting‑oriented queries, preserving brand‑keyword budgets for dedicated campaigns and sharpening incremental lift measurements. The middle option—brand inclusions and exclusions—adds granular flexibility, allowing marketers to carve out high‑value brand variations while still tapping AI Max’s optimization engine for broader search intent. This shift signals Google’s response to growing demand for greater visibility into AI‑driven spend, potentially reducing the friction that has slowed wider adoption of fully automated campaigns.

If Google rolls the feature out beyond the current beta, it could set a new standard for transparency in automated advertising. Brands would gain clearer cost attribution, and agencies could more confidently recommend AI Max for top‑of‑funnel acquisition without fearing internal cannibalization. Marketers should monitor their account settings, test the new toggle where available, and prepare to adjust reporting frameworks to capture the split between branded and non‑branded performance. The evolution underscores a broader industry trend: AI tools must balance scale with controllable, auditable outcomes to earn trust at the enterprise level.