Google Ads
Performance Max Is Overspending on Branded Searches: What to Do
If PMax reports spectacular results because it captures people already searching your brand, the campaign can look more incremental than it really is.
Confirm the problem before changing it
Use the brand/search insights and controls Google currently provides. Compare PMax with branded Search campaigns, Search Console and overall branded demand. A high brand share is more concerning when the business believes PMax is its main new-customer engine.
Use current brand controls where appropriate
Google has introduced and changed brand exclusion capabilities over time. Verify the live platform options before implementing exclusions. The goal is not to remove every branded conversion automatically. It is to stop brand demand from obscuring the performance question you care about.
Protect useful brand coverage separately
If competitor ads make branded Search strategically important, run that protection intentionally. A dedicated brand campaign can make spend and attribution easier to interpret.
Watch total sales after the change
If reported PMax ROAS drops but Shopify revenue remains stable, you may simply have cleaned up attribution. If total revenue drops meaningfully, the brand coverage may have been contributing more than expected.
Want a second opinion on the account?
If your PMax campaign is dominated by branded demand and you want a clearer acquisition view, send us an inquiry.