Google Ads News - Pmax Brand Exclusion Update 2025

🚨 News! Google is showing now 𝐚 𝐛𝐥𝐮𝐞 𝐢𝐧𝐟𝐨 𝐛𝐨𝐱 𝐨𝐧 𝐏𝐦𝐚𝐱 campaigns with Brand Exclusions, reminding you that you can 𝐬𝐭𝐢𝐥𝐥 𝐞𝐱𝐜𝐥𝐮𝐝𝐞 𝐛𝐫𝐚𝐧𝐝𝐬 𝐨𝐧 𝐒𝐞𝐚𝐫𝐜𝐡 𝐛𝐮𝐭 𝐚𝐥𝐥𝐨𝐰 𝐭𝐡𝐞𝐦 𝐨𝐧 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐀𝐝𝐬 🛍️ .

I already posted one month ago about this new options (that was originally spotted by Mike Ryan), but it looks like that this feature did not get enough attention and Google is pushing it now through this new info box.

After the roll-out of Brand Exclusions, Google Ads went now a step further and launched a checkbox that can be marked and allows shopping ads on searches that mention excluded brands.

𝐖𝐡𝐲 𝐭𝐡𝐢𝐬 𝐦𝐚𝐭𝐭𝐞𝐫𝐬?
↳ If you have branded shopping campaigns running next to your Pmax campaign you don't need to tick this checkbox, if not you would have double targeting.

↳ If you pause your branded shopping campaign, you could switch this new checkbox on to gather more data power under one bigger Pmax campaign with a higher daily budget, however, you might then overspend on branded traffic in terms of CPC. Imagine before you are running on mCPC (paying 0.2 per click, and now your Pmax runs on tROAS).