PMax Product & Brand Exclusions Get Sharper Controls
Performance Max brand and product exclusion upgrades let advertisers block placements and products with more precision than ever.
October 2025 brought more precise exclusion controls to Performance Max: brand exclusions refined at placement level and product exclusions widened, letting advertisers steer automated spend around what the algorithm can't judge.
What you need to know
The update in four points:
- Placement-level brand exclusions now behave consistently across surfaces
- Product exclusions support SKU-level steering for feeds
- Exclusions tighten reach — verify with a control period
- Ideal for dealers and franchises with territorial needs
What this means for advertisers
PMax's power was always its latitude; its risk was always the same latitude. These controls let confident advertisers have it both ways — scale plus guardrails — without dropping to manual-only flying.
Next step
Inventory your 'never show here' list (competitor-adjacent content, negative products) and encode it in exclusions. Small accounts can skip this; accounts above ~₹10L/month should not.
Platform updates move budgets. Get the playbook applied to your campaigns with a free ad audit from ADZBE (Bengaluru & Hyderabad) — Google Ads, Meta Ads, ChatGPT Ads, JioHotstar, LinkedIn and Moj.
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