Google updated its Help document on November 3, 2026, to state that Performance Max campaigns may filter out navigational and brand-specific search queries. The change routes that traffic to dedicated Search campaigns. Marketers need to adjust budgets and consider Search Themes to keep brand traffic under control.
What happened
Google Ads added a new paragraph to the "How Performance Max interacts with other campaigns" help page. The added text reads: Performance Max campaigns may also filter out navigational or brand-specific search queries to prioritize serving them through dedicated Search campaigns. The update was first noticed by Hana Kobzová, who posted the change on the PPC News Feed. She wrote that Google has updated its documentation to indicate that Performance Max may filter out navigational and brand-specific searches in favor of dedicated brand Search campaigns. The new paragraph also advises advertisers to ensure their dedicated brand Search campaigns have sufficient budget and high-quality, eligible ads, and to consider adding Search Themes to the Performance Max campaign.
Why it matters
Navigational and brand queries typically signal strong intent because users are looking for a specific company, product, or website. When Performance Max filters these queries, the traffic is diverted to Search campaigns that offer more precise control. If the brand Search campaigns lack adequate budget or relevant ads, the traffic may be lost or under-served, leading to lower click-through rates and conversions for the brand. Conversely, the Performance Max campaign may see a dip in performance metrics as the high-intent queries are removed. Advertisers must therefore monitor both campaign types to ensure the shift does not create gaps in coverage.
What this means for marketers
- Review the budget allocation for brand-focused Search campaigns and make sure they can absorb the redirected traffic.
- Add Search Themes to Performance Max campaigns as Google recommends, allowing the system to still surface some brand traffic while respecting the new filter.
- Keep ad copy and landing pages highly relevant for brand queries in the dedicated Search campaigns to maintain ad relevance.
- Monitor performance metrics closely after the change; watch for spikes in clicks on Search campaigns and corresponding dips in Performance Max.
- Consider using ADFLU’s verified lead generation service to capture high-intent traffic that now flows through Search campaigns, ensuring leads remain pre-qualified and purchase-ready.
"Performance Max campaigns may also filter out navigational or brand-specific search queries to prioritize serving them through dedicated Search campaigns." Google Ads Help documentation
The bottom line
Google’s documentation update signals a shift toward tighter control of brand and navigational searches. Advertisers must re-balance budgets, add Search Themes, and keep a close eye on performance data. By doing so, they can preserve brand visibility and continue to drive high-quality leads.