Google Ads adds branded search toggle to AI Max for campaign control
By
Luis Rijo
Hand-rolled, kettle-boiled, baked to perfection. Worth every minute at the bakery.
Summary
Google has introduced a branded search control toggle within AI Max for Search campaigns, allowing advertisers to decide whether their ads appear on queries containing brand names. The feature, first spotted by ads specialist Thomas Eccel, offers three distinct options in the AI Max campaign interface, addressing a long-standing gap since the format launched in May 2025. This addition helps advertisers keep prospecting campaigns clear of brand and competitor queries, protecting key attribution data.
Key quotes
· 2 pulledThe addition is modest in scope but consequential in practice.
AI Max has drawn persistent criticism from practitioners for expanding into queries ad
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