Google Ads Tests Branded Search Controls in AI Max Campaigns

Search Engine Land recently reported that Google appears to be testing a new “Branded Searches” control inside AI Max campaigns that would let advertisers define how those campaigns handle brand-related queries. As the article notes, “Advertisers may soon have more control over how AI Max campaigns participate in branded searches — addressing a main concern marketers have raised since the campaign type launched.” (Search Engine Land).

What the spotted control does

Search Engine Land’s coverage describes a campaign-level “Branded Searches” control that appears to offer three options: show ads on all relevant searches (the default), control branded searches using brand inclusions and exclusions, or show ads only on unbranded searches. The most impactful option is the “unbranded only” setting, which would explicitly prevent AI Max from bidding on queries containing brand terms.

Why this matters

Advertisers have long raised concerns that automated campaign types can inadvertently bid on branded queries that marketers are already covering with dedicated brand campaigns. That overlap can have several negative consequences: higher costs for traffic that was already likely to convert via brand-focused channels, attribution confusion between campaign types, and reduced visibility into the true incremental value generated by AI-driven prospecting.

Native brand controls in AI Max would give marketers a direct way to prevent cannibalization and keep automated prospecting campaigns focused on finding net-new demand.

How this fits into Google’s move to AI Max

The change aligns with Google’s broader upgrade from Dynamic Search Ads (DSA) to AI Max for Search campaigns. Google has positioned AI Max as an evolution of DSA that combines automation with enhanced controls. As Google explained on its blog about the upgrade, “AI Max comes with the same benefits as DSA while offering a smarter, AI-powered solution to prepare your campaigns for the new era of Search.” (Google Blog).

This signals that Google is listening to advertiser feedback: automation at scale is appealing, but marketers still need governance over brand signals and budget allocation.

Implications for advertisers

Campaign governance: If rolled out broadly, a branded search control would become a standard element of campaign governance. Advertisers could set AI Max to focus on prospecting (unbranded) while using separate brand campaigns for high-intent brand searches.

Attribution clarity: By separating brand and non-brand activity, teams can more accurately measure incremental conversions driven by automated prospecting campaigns versus brand campaigns, improving the fidelity of reporting and investment decisions.

Cost management: Preventing AI Max from participating in brand queries can lower wasted spend and reduce bid inflation on brand terms advertisers already target directly.

Testing and optimization: Marketers will need to test the settings to find the right balance. In some accounts, allowing AI Max to bid on brand terms may still be beneficial; in others, ‘unbranded only’ will preserve brand campaign performance.

Actionable recommendations

To prepare for this control and to make the most of it when it becomes available, SEOteric recommends the following six steps:

1. Audit current brand coverage: Inventory all brand campaigns, keywords, and negative keyword lists. Know which campaigns are responsible for branded terms so you can prevent overlap.
2. Monitor AI Max behavior now: If you’re already using AI Max or have upgraded from DSA, review search term reports and automated targeting signals to understand what brand terms AI Max is capturing.
3. Run controlled experiments: Use split tests or one-click experiments (where available) to compare performance with AI Max allowed on brand queries versus restricted to unbranded traffic.
4. Export historical data: Google’s migration path from DSA to AI Max suggests historical settings may be ported, but export your reporting and settings now to ensure continuity in measurement and to have a backup of exclusion lists and performance baselines.
5. Adjust budgets and bid strategies: If AI Max cannibalization is occurring, consider reallocating budget to brand campaigns or tightening AI Max’s scope to preserve CPA/ROAS targets and protect higher-intent brand spend.
6. Update governance and SOPs: Add branded-search review to your regular paid media checklist so teams catch and correct unintended overlap quickly.

What to watch next

At present, the branded search control appears to be an early test or limited beta; Search Engine Land cautions that it’s “unclear whether this is an official launch, a limited beta, or an experiment being tested in select accounts.” That means advertisers should watch their Google Ads interfaces for a new ‘Branded Searches’ setting and be ready to test it when it appears.

If Google rolls this out widely, it will be a meaningful addition to campaign-level controls inside AI Max and a welcome response to requests from advertisers for clearer governance over brand traffic.

Final thoughts

Automation and scale are central to Google’s AI Max vision, but control and transparency remain essential for advertisers who need to manage brand equity and ROI. A native branded-search control in AI Max would provide a practical lever to reduce internal competition and clarify the incremental value generated by automated prospecting. Until Google confirms wider availability, advertisers should audit, monitor, and plan experiments now so they can move quickly when the feature lands in their accounts.

Attribution: This article is based on reporting from Anu Adegbola at Search Engine Land: https://searchengineland.com/google-appears-to-be-testing-new-branded-search-controls-in-ai-max-campaigns-479088