# Google says Performance Max may skip brand searches. Check your brand Search campaign

> Google's help page now says Performance Max may filter out brand and navigational searches from 2 November 2026. What it means and what to check this week.
- **Author**: Marxx
- **Published**: 2026-11-04
- **Category**: Google
- **URL**: https://marxx.ai/library-news/google-pmax-may-filter-brand-searches

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Since **2 November 2026**, Google's own help page says Performance Max "may also filter out" searches for your brand name and send them to a dedicated brand Search campaign instead. If you rely on Performance Max to catch people searching your name, give your brand Search campaign the budget and ads to take them.

## What we know

- **Confirmed by Google:** its help page [How Performance Max interacts with other campaigns](https://support.google.com/google-ads/answer/13810170) gained a new paragraph. It says Performance Max may filter out navigational or brand searches so dedicated Search campaigns can serve them, because those offer "more precise control" (checked 4 Nov 2026).
- The same page tells you to keep brand Search campaigns funded, with good ads. If you still want Performance Max on brand searches, it says to add Search themes.
- **Reported:** Hana Kobzová spotted the change for [PPC News Feed](https://ppcnewsfeed.com/ppc-news/2026-11/google-updates-how-performance-max-handles-brand-searches/) on 2 November. [Search Engine Roundtable](https://www.seroundtable.com/google-ads-pmax-brand-queries-42438.html) compared it with an older copy that lacked the paragraph.
- **Not stated:** Google gives no start date, no list of countries and no share of searches affected.

| Your setup | What to expect |
|---|---|
| Brand Search campaign plus Performance Max | Brand searches lean to the Search campaign |
| Performance Max only | Some brand searches may get no ad from you |
| Performance Max with brand Search themes | Performance Max can still bid on brand searches |

## What it means for your ad account

Brand searches are often your cheapest sales. Many D2C brands in India and the Gulf run Performance Max alone. If it now steps back, a rival bidding on your name can take the top spot. Your Performance Max [ROAS](/glossary/roas) may also fall, because cheap brand sales move to Search.

## What to do this week

1. **Check if you have a brand Search campaign** with exact match on your brand name.
2. **Raise its budget** so it does not stop early on busy days.
3. **Compare brand clicks** in Performance Max this week with last week.
4. **Search your own name** on a phone to see whose ad shows first.
5. **Read ROAS for both campaigns together** before you cut Performance Max.

## FAQ

### Does this mean Performance Max never shows on brand searches?

No. Google says it "may" filter them. Exact match brand keywords already won over Performance Max before this change.

### Should I add my brand as a Search theme?

Only if you have no brand Search campaign. A Search campaign gives you more control over the words and the cost per click.

### Can a tool watch this for me?

Yes. Our list of [AI tools for Google Ads](/best/best-ai-tools-for-google-ads) covers tools that read your spend and search terms. See also our note on [Performance Max picture changes](/news/google-pmax-image-extraction-on-by-default-december-4).

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