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To add a brand inclusion to an existing Search campaign, open Campaigns, choose the campaign, open Settings, select AI Max, and add a brand list under Brands. If AI Max is disabled, opt in first. You can also apply a different list to an individual ad group; that ad-group setting overrides the campaign setting for that ad group. Create lists in Tools > Shared library > Brand lists before applying them. Brand inclusion is a traffic restriction: Google says the campaign will serve only for queries associated with the selected brands, so review reach and conversion impact before publishing.
What a brand inclusion does in AI Max
A brand inclusion tells Google Ads which brands are allowed to be associated with queries that trigger a Search campaign. It is not a label, reporting view, or bid adjustment. With an inclusion active, Google describes the result this way: “Your campaign will only serve for queries associated with the brands you select.”
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That restriction can remove traffic the campaign previously received from non-brand queries. Google therefore recommends using brand settings only when a campaign genuinely needs them. There is no separate charge for using a brand list, but narrower eligibility can reduce reach and may reduce performance. Google does not publish a universal lift, loss, or ideal number of brands; the right list depends on the campaign’s objective, offer, query mix, and available budget.
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Before you configure the setting
Confirm that the campaign is a Search campaign
The documented inclusion workflow applies to Search campaigns. Brand exclusions are also available in Search and Performance Max, but that does not make Search brand inclusions available in every campaign type.
Check AI Max availability in the account
Google Ads interfaces are rolled out by account and can vary by locale. The labels and panel placement in your account may not exactly match a screenshot or an older help article. If you do not see AI Max or Brands, check the campaign type, account access, and current campaign settings before assuming the feature is missing.
Review bidding and conversion setup
Google’s setup guidance says several AI Max features, including search-term matching, Final URL expansion, and text customization, require conversion-based Smart Bidding strategies to work effectively. Brand inclusion itself is a targeting constraint, but the wider AI Max experience should be evaluated alongside the campaign’s bidding strategy and conversion tracking.
Decide the scope you actually need
A campaign-level list is appropriate when every ad group should use the same brand boundary. An ad-group list is useful when different parts of one campaign need different brand coverage. Decide this before building multiple lists, because each additional scope creates another setting to maintain.
Create a reusable brand list
Brand lists are account-level resources. You create a list once and then apply it to campaigns or ad groups.
- In Google Ads, open Tools.
- Under Shared library, select Brand lists.
- Choose the option to create a new list.
- Give the list a name that identifies its purpose and scope, such as the business line or campaign group it serves.
- Add each required brand and review the matching brand record offered by Google.
- Save the list.
Use a list name that remains understandable to another administrator. Include a market, product line, or status when that distinction matters. Avoid names such as “List 1,” which make later audits difficult.
Choose the correct brand records
Google defines a brand as an organization or trademarked good or service with distinct branding, logos, or a website. A brand record generally needs a qualifying logo, trademark, domain, prominent product name, or business name that meets Google’s library criteria. If a search returns several similarly named records, inspect the associated URL and identity before adding one.
The URL shown for a brand helps distinguish similar names; it does not alter how traffic is filtered. Select the record that represents the brand you intend to permit rather than relying on a name alone.
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Account for variants and related names
Google says brand lists can match variants across languages using broad-match behavior. Shared-word variants can often be covered by the simpler name: a list entry for “Google,” for example, can typically capture “Google LLC.” Names with no common word are different. A list containing Google does not automatically mean YouTube or Alphabet is included; separate entries may be needed.
Build the list from the queries and brand relationships that matter to the campaign. Include legitimate spelling, language, and naming variants when they represent the same intended brand. Do not assume that a corporate parent, product family, reseller, or partner is automatically covered.
Apply a brand inclusion to an existing campaign
Use the current AI Max route rather than older screenshots that place brand controls elsewhere.
- Open Campaigns in Google Ads.
- Select the relevant Search campaign and open Settings.
- In the section menu, select AI Max.
- If AI Max is off, opt in to the AI Max settings presented for the campaign.
- Scroll to Brands.
- In the inclusions control, select the brand list you created or an existing list.
- Save the campaign.
After saving, return to the AI Max panel and confirm that the intended list is displayed in the inclusion control. If the control shows a different list, correct it before leaving the page.
Why older instructions may look different
Google moved brand controls into the AI Max settings panel in a documented migration beginning May 27, 2025. Current campaigns should use AI Max > Brands where that route appears. The live account remains authoritative because Google can change labels and rollout behavior.
Apply a different inclusion to one ad group
Google also supports brand inclusions at ad-group level. This lets one ad group use a narrower or different list without changing the campaign’s default.
- Open Campaigns and select the Search campaign.
- Open Ad groups.
- Choose the ad group to configure.
- Find AI Max and then Brand inclusions.
- Select the appropriate brand list.
- Save the ad-group setting.
An ad-group inclusion overrides the campaign-level inclusion for that ad group. Other ad groups without their own inclusion continue to use the campaign-level list.
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| Configuration | Scope | Override behavior | Maintenance implication |
|---|---|---|---|
| Campaign inclusion | All ad groups without their own inclusion | Can be superseded by an ad-group inclusion | One list can govern many ad groups |
| Ad-group inclusion | Only the selected ad group | Supersedes the campaign list for that ad group | More precise, but each special case needs review |
The maintenance comparison is a practical consequence of the number and scope of settings: campaign-level control is simpler when the boundary is shared, while ad-group controls provide finer segmentation.
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Set up the inclusion while creating a new campaign
For a new Search campaign, Google allows a brand list to be selected during campaign creation. Look for the AI Max settings in the campaign setup flow, enable the relevant AI Max options, and choose the brand list under the Brands or inclusion control shown for that campaign.
Because the creation wizard can change by account and rollout, verify the final campaign’s saved settings after launch. Open the campaign’s Settings > AI Max > Brands panel and confirm that the intended inclusion is present.
Inclusion versus exclusion
These controls solve opposite problems. An inclusion limits eligible Search traffic to queries associated with selected brands. An exclusion blocks queries associated with selected brands. If both are configured, Google says exclusions take priority.
| Control | Primary goal | Effect on eligibility | Priority when both exist |
|---|---|---|---|
| Brand inclusion | Keep serving focused on selected brands | Queries associated with unselected brands can be removed | Lower than an exclusion |
| Brand exclusion | Prevent serving on selected brands | Queries associated with excluded brands are blocked | Higher than an inclusion |
Do not use an inclusion as a substitute for an exclusion policy. If a campaign must avoid a particular brand, configure the exclusion deliberately and then check how the two settings interact.
How AI Max and brand matching interact
AI Max can expand matching, but the brand boundary still applies
AI Max can use broad match and keywordless technology to discover search-term opportunities beyond the exact keywords you entered. The brand inclusion constrains the brand association of eligible queries; it does not turn AI Max into a conventional exact-match campaign.
Budget limitations still matter
Google warns that AI Max may not be effective when a campaign is budget-limited. Adding a brand restriction can narrow the eligible pool further. Review budget status, impression share signals, conversion volume, and query quality together rather than treating the inclusion as an isolated optimization.
Brand inclusion is not a guaranteed performance improvement
A smaller, more relevant query set may fit a focused objective, but Google provides no universal performance result or recommended list size. Treat the change as a targeting decision and compare outcomes against the campaign’s own baseline.
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Use a short validation checklist immediately after saving and again during routine account reviews.
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- Confirm the campaign is the intended Search campaign, not a similarly named duplicate.
- Confirm AI Max is enabled in that campaign’s settings.
- Confirm the expected list name appears under AI Max > Brands > inclusions.
- Check ad groups for local inclusions that may override the campaign list.
- Review brand exclusions because they take priority over inclusions.
- Inspect search-term data after the campaign has accumulated enough traffic to identify whether eligible queries align with the selected brands.
- Watch impression volume, conversions, cost, and budget status for changes; do not assume a change is beneficial from reach alone.
When documenting the change, record the list name, campaign or ad-group scope, date, and reason for the restriction. That record makes later troubleshooting possible when several lists exist.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Troubleshooting common setup problems
The AI Max section is not visible
Check that you opened a Search campaign’s settings and that the account has the current feature rollout. Switch to the campaign-level Settings view rather than an overview or recommendation page. If the option remains unavailable, confirm account permissions and consult the current Google Ads interface for that account.
The desired brand does not appear in the list builder
Try the brand’s prominent product or business name, inspect suggested records, and use the URL and identity details to distinguish similarly named brands. A brand may not qualify for Google’s library criteria if it lacks a qualifying logo, trademark, domain, prominent product name, or business name.
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First verify that the inclusion is attached to the intended campaign and that no ad-group list is narrower than expected. Then check for exclusions and compare the current query mix with the prior non-brand traffic. A drop can be the direct result of removing previously eligible non-brand queries; it is not evidence that the list failed to save.
Queries for a related brand are missing
Review whether the related name shares a common word with the selected entry. Google’s variant matching can cover shared-word forms, but distinct names may require separate list entries. Add only brands that fit the campaign’s intended scope.
The campaign still serves fewer queries than expected
Review budget limits, conversion-based Smart Bidding requirements for the AI Max features you use, ad-group overrides, and exclusion precedence. Also allow for account-level rollout differences and normal traffic variation before changing the list again.
Operating practices for safer brand restrictions
Start with the narrowest honest business definition
Define what “brand” means for the campaign: your own brand, a specific manufacturer, a portfolio, or a set of named products. Do not add every recognizable name merely to increase potential reach; doing so defeats the purpose of a controlled inclusion.
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Separate lists by purpose
Use separate account-level lists when campaigns have materially different boundaries. For example, a product campaign and a corporate-brand campaign may need different records even if they share some names. Clear separation makes approvals and rollback easier.
Review variants after launch
Use search-term reporting to find legitimate language or spelling variants that the list does not capture. Add a new brand record only after confirming that it belongs to the intended scope. Keep a change log so another administrator can understand why the list changed.
Test before broad deployment
Apply the list to the smallest appropriate scope first when the business impact is uncertain. Observe query quality and conversion behavior, then expand to additional campaigns or ad groups if the restriction meets the objective. This is an operational approach, not a promise of a particular result.
Frequently asked questions
Can I apply one brand list to several campaigns?
Yes. Brand lists are created at account level and can be reused across campaigns. The campaign or ad group still needs to be configured individually.
Does the URL attached to a brand record change matching?
No. Google uses the displayed URL to help distinguish similar names. The URL does not change how the traffic filter operates.
Will an ad-group list change every ad group in the campaign?
No. It affects only the ad group where it is set. Other ad groups without their own inclusion continue to use the campaign-level setting.
Can I predict exactly how many impressions an inclusion will remove?
No. Google does not provide a universal reduction figure. The effect depends on the campaign’s prior query mix, selected brands, matching variants, exclusions, bidding, and budget.
Is a brand inclusion available in every AI Max account?
Availability can vary by account rollout and locale. Use the live campaign settings to confirm whether the AI Max and Brands controls are exposed before planning the configuration.
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Can I edit a brand list after campaigns are using it?
You can manage the account-level list from Tools > Shared library > Brand lists. Before saving an edit, identify every campaign and ad group that uses it, because a list change can affect all of those scopes.
What should I do if an ad group needs the campaign default again?
Remove or clear the ad-group-level inclusion so that the ad group no longer has an override. It will then follow the campaign-level inclusion, subject to any exclusions.
Should I add a parent company and each product brand?
Only if both names are relevant to the campaign’s intended queries. Distinct names may require separate entries, while shared-word variants can often be covered by the simpler brand name.
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