Does a brand Search campaign stop Performance Max from taking brand queries?

No. It can run beside Performance Max, and it does not lock the name. A close variant, a Thai spelling, or a brand-plus-service query can still be a Performance Max impression. Apply a brand exclusion you can see on each campaign, then read the query sample.

Is a brand exclusion the same as a negative keyword?

No. A brand exclusion is a brand list Google recognises, applied to that campaign. A negative keyword is a query string. Thai spelling, a short name, or an old name may sit outside the English brand entity. Account-level negatives are a separate list. None of these replace a later look at search categories.

Why can Performance Max look cheaper on brand terms?

People who already know the name are closer to an enquiry, so the report can look efficient. That is not new demand. Read the sample before you raise the budget. This article will not print a cheapness figure.

What should we ask before we raise the Performance Max budget?

Which campaigns have a brand list, whether Thai and English are covered, whether any search theme is the brand, and whether final URL expansion is on. Ask for this period’s search categories, not a slide that says the return improved. If those answers are missing, do not add budget. The ads work sits on Google Ads services. This note does not quote a fee.

What if search categories do not show our brand name?

A missing name in a sample is not proof the brand is absent. Performance Max does not list every query. Check the brand list, the search themes, and branded Search for the spellings people use. Read the same sample again after any change. If queries stay hidden, say the report cannot settle it. Do not invent a zero.

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