Google Ads Brand Inclusions & Exclusions in AI Max: What You Need to Know

As Google Ads increasingly shifts toward AI-powered campaigns, understanding brand inclusions and exclusions in AI Max campaigns has become critical for advertisers and agencies. This blog will help you understand how these changes impact your Google PPC ads services and how to adapt your Google Ads services for clients effectively.

What Are Brand Inclusions and Exclusions in AI Max?

Brand inclusions allow advertisers to specify which brands they want their ads to show alongside, while exclusions help prevent ads from showing on or with specific brands. This is particularly important in AI Max campaigns, where advertisers often have limited control over targeting details due to automation.

Google’s Update on AI Max Brand Controls

According to Search Engine Roundtable, Google has started allowing brand inclusions and exclusions in AI-powered campaigns. This means:

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  You can add brand lists to Performance Max campaigns.
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  Exclusions help protect your brand’s image and control where your ads appear.
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  Inclusions can help target complementary brands for higher conversion opportunities.

Why This Matters for Your Google PPC Ads Services

For agencies offering Google PPC ads services, these updates mean:

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  Better control over brand safety while using AI-powered campaigns.
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  Improved campaign alignment with client brand guidelines.
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  Potentially higher ROAS by focusing AI spend on relevant brand contexts.

If your Google Ads services include managing Performance Max or other automated campaigns, implementing these brand controls should be part of your optimization workflow.

How to Use Brand Inclusions and Exclusions in AI Max

To use these new features:

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  Navigate to your Google Ads dashboard.
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  Select your AI-powered (Performance Max) campaign.
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  Go to Settings > Brand Exclusions/Inclusions.
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  Add or remove brands based on your targeting strategy.
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  Monitor performance regularly to ensure your ads align with client brand goals.

Final Thoughts

With Google’s new brand inclusion and exclusion controls in AI Max, advertisers and agencies can maintain a balance between automation and control, ensuring campaigns remain efficient while respecting brand requirements.

Staying informed about these changes is essential for anyone providing Google PPC ads services and Google Ads services in 2025, allowing you to deliver optimized, brand-safe campaigns for your clients.