Unlocking the Future: Google Ads Moves Brand Controls Under AI Max in New Search Campaigns

Welcome to MATSEOTOOLS! I’m Somen, and if you’re as fascinated by the rapid evolution of digital marketing technology as I am, you’re in the right place. Today, we’re going beyond headlines to unpack a sea change in advertising automation: Google Ads has moved brand controls directly under its AI Max framework for all new Search campaigns. Whether you’re a seasoned PPC pro or just starting your journey in search engine optimization, this shift brings both powerful opportunities and complex questions about automation, targeting, and control. In this article, we’ll explore what this means for advertisers, why Google’s push toward AI-powered automation matters, and how you can navigate these updates to unlock smarter advertising strategies.

Unlocking the Future of Google Ads: Brand Controls Meet AI Max

In the digital landscape, change rarely waits for an invitation. As of late May 2025, Google Ads has taken a bold leap: brand inclusions and exclusions—the trusted mechanisms for determining where your ads show up—are now nestled within the AI Max settings for new Search campaigns. This marks a fresh chapter where automation isn’t just a feature; it’s the default pathway to core campaign controls.

The Shift Explained: What’s New for Advertisers?

Previously, managing brand inclusions and exclusions was relatively straightforward. They lived inside standalone settings, easy to access and adjust regardless of how much—or how little—automation you chose to implement. With the latest update, Google has centralized these functions under the robust AI Max panel. Here’s what that means for you:

• You can still view, keep, or remove existing brand lists in legacy campaigns.
• But to add new brand lists on fresh campaigns, activating AI Max is required.
• This move tightly weaves essential brand management into Google’s expanding suite of automation tools.

Why Embracing AI Max Matters

Google’s move isn’t just a technical tweak—it’s a strong nudge toward a future where artificial intelligence shapes more of your campaign setup and optimization. By making AI-driven tools the gateway to vital brand targeting features, Google is gently (or not-so-gently!) guiding advertisers toward embracing automation for better efficiency, scalability, and precision in their campaigns. As someone who has navigated Google visibility for years, I see this as part of a broader shift—the era of “set-it-and-forget-it” automation is beginning to blend with the nuanced needs of branding more closely than ever before.

How This Impacts Your Brand and Advertising Strategy

The Automatic-Manual Balance: Getting the Best of Both Worlds

Many marketers have long relied on fine-grained brand controls to keep their messaging relevant and safe. Now, with brand targeting deeply embedded within AI Max, there’s a new learning curve—but also some significant upsides. Automation, powered by machine learning, can spot opportunities and threats at lightning speed, optimizing ad placements based on real-time data and user intent. This means smarter, more adaptive targeting—so long as you remain hands-on in reviewing and refining your AI settings.

Practical Recommendations for Navigating the Update

Here are some actionable tips, based on both experience and the latest industry signals:

• Audit your legacy campaigns: Ensure existing brand lists are still relevant, as changes currently affect only new campaigns. Consider migrating well-performing manual campaigns to AI Max if you need to add or update brand controls.
• Master AI Max settings: Don’t treat automation as a black box. Dive into the AI Max interface—understand every toggle and panel, review Google’s documentation, and regularly monitor outcomes to fine-tune for performance and brand safety.
• Stay ahead of automation trends: The tighter link between automation and control will only grow. Building skills in interpreting and leveraging AI-powered ad tools will put you miles ahead of the average advertiser.

Industry Insight: What the Experts Are Saying

Google’s recent help documentation spells it out: “An update starting 27 May 2025 will move brand settings to the AI Max settings panel in this step.” Early adopters—including industry consultants—are taking note that this isn’t just about a new UI, but a foundational change in how targeting and automation interconnect. It’s a signal to rethink the synergy between human expertise and AI optimization, a theme that is becoming more prevalent in articles across the marketing world.

Conclusion

Google’s latest evolution for Ads signals a future where automation and strategic brand management are inseparable. By folding brand controls under AI Max, Google has set a new standard for how advertisers power up their branding and targeting efforts. While this means adapting to a more automated framework, it also unlocks potential for more responsive, data-driven advertising that delivers results. The key is to embrace these AI-powered tools while maintaining a critical, creative approach—a balance that truly unlocks the future of online marketing.

If you’re ready to dive deeper, explore practical tutorials, or share your experiences, keep reading today’s blog—and discover how MATSEOTOOLS can help you master every nuance of this new landscape.

Written by Somen from MATSEOTOOLS