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In this video, you’ll learn how to add brand exclusions in Google Ads to prevent your ads from showing on unwanted searches. We walk through where brand exclusions are and how to apply them correctly at the account and campaign level. You’ll see common mistakes advertisers make that cause brand traffic to slip through despite exclusions. We also explain when brand exclusions make sense and when they can hurt performance.

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Frequently Asked Questions:

What are brand exclusions in Google Ads?

Brand exclusions prevent your ads from showing on searches that include specific brand names, usually competitors or irrelevant brands.

Are brand exclusions the same as negative keywords?

No. Brand exclusions specifically target brand entities, while negative keywords block exact words or phrases in searches.

Should I use brand exclusions or negative keywords for competitor names?

Brand exclusions are preferred for known brands because they are more comprehensive and harder to bypass than negatives.

Do brand exclusions apply to all campaigns automatically?

Only if applied at the account level. Otherwise, they must be attached to specific campaigns.

Do brand exclusions work for Performance Max campaigns?

Yes, brand exclusions are one of the few reliable ways to control brand traffic in Performance Max.

Can I exclude my own brand?

Yes, and this is often done when running separate branded and non-branded campaigns.
How long does it take for brand exclusions to take effect?

Typically within hours, but full impact is usually visible within 24 to 48 hours as data refreshes.