Google Ads moves brand controls under AI Max in new search campaigns

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Google Ads is folding brand inclusions and exclusions into its AI Max framework for all new Search campaigns. This shift makes AI-powered features the default gateway to core targeting controls.

Driving the news. Brand targeting settings now live within the AI Max settings panel during new campaign creation. This actually started May 27, although an alert was only spotted by Jerome Fleck, senior SEA consultant.

  • Advertisers can still keep or remove existing brand lists in legacy campaigns.
  • But to add new brand lists, users must enable AI Max, signaling a deeper integration of brand controls into Google’s automation stack.

Why we care. Brand inclusions and exclusions – useful tools for controlling where ads appear – is now tied to enabling AI Max in new Search campaigns. This change means embracing automation is no longer optional if you want full brand targeting control.

The big picture. This update nudges advertisers toward adopting AI Max if they want full access to brand targeting tools, tightening the link between automation and control in campaign setup.

What’s changed. Previously, brand inclusions/exclusions were standalone settings. Now, they’re managed as part of AI Max configuration, even if the campaign isn’t fully automated.

What they’re saying. A Google Help document confirmed the migration:

  • “An update starting 27 May 2025 will move brand settings to the AI Max settings panel in this step.”