Google Ads has added a passage to its Performance Max help documentation saying the campaign type may hold back brand and navigational searches so dedicated Search campaigns can serve them. Search Engine Roundtable reported the change on Tuesday, November 3, 2026, crediting Hana Kobzová of PPC News Feed with spotting it.
The new text says Performance Max “may also filter out navigational or brand-specific search queries” and presents the shift as giving brand queries “more precise control.” Google advises giving brand Search campaigns sufficient budget and eligible, high-quality ads, and considering Search Themes on the Performance Max campaign.
The wording is “may.” Google does not say how often filtering happens or how it defines a brand query, so advertisers should not assume a fixed rule.
Accounts that relied on Performance Max to catch brand demand face a gap if no brand Search campaign exists or it is underfunded. Confirm a funded brand Search campaign is live, then compare brand conversions in Performance Max reporting over the next month.
Search Engine Roundtable (Barry Schwartz), November 3, 2026, citing Google Ads Help documentation and PPC News Feed.
