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Performance Max negative keywords in 2026: what you can do and what you cannot

By Abhishek Pal, performance marketer (apships.com). Last updated 2026-11-02.

You can add negative keywords to a Performance Max campaign, attach a negative keyword list or use account-level negatives. These keyword controls affect Search and Shopping inventory. Google also provides a Performance Max search terms report. I would use the report to investigate a search, then choose the control and scope that fit the decision. Google's Performance Max negative keyword instructions explain the available keyword controls.

What the Performance Max search terms report shows

In Google Ads, open the Search terms report from the Campaigns menu. Select "Search terms and landing pages for Performance Max" from the dropdown. The view connects search terms with performance metrics, landing pages and ad formats. Ad-format segmentation distinguishes Shopping ads from text ads. See Google's Performance Max report guide.

Google says the report has history from March 2023 and excludes store visits and store sales conversions. It also advises prioritising conversion data when assessing Performance Max. Clicks or impressions alone can give an incomplete reading of campaigns serving across different surfaces.

I would keep the search, landing page and conversion result together during review. For example, a fictional lamp shop sees "desk lamp repair" alongside a landing page selling replacement parts. Before excluding it, I would ask whether the shop wants those parts buyers. The search wording alone does not answer that business question.

Add a campaign negative or attach a list

Google's campaign instructions start at Keywords, then the Negative keywords tab. Use the plus button, choose the Performance Max campaign, and enter keywords one per line or select an existing negative keyword list. Choose the match type before saving.

I would use a campaign-level decision when the reason belongs to one offer. For example, the fictional store's new-lamp campaign might exclude used products while a separate clearance campaign wants them. Writing the reason beside the campaign name makes that distinction visible.

Before attaching an existing list, read all its entries. A list name such as "general exclusions" is not enough evidence that every entry belongs in this campaign. The negative match types guide can help with the wording review.

Reserve account-level negatives for account-wide decisions

An account-level list automatically covers eligible Search and Shopping inventory across relevant campaigns, including Performance Max. Google places it under Admin, Account settings, Negative keywords, and documents a limit of 1,000 account-level negatives. See account-level negative keywords.

I would require a reason that holds across every affected offer. For example, a fictional store that never rents equipment might consider a rental exclusion across its account. If it plans to launch lamp rentals, that decision needs revisiting. A broader scope creates a broader review obligation.

Use brand exclusions for a brand traffic decision

Brand exclusions use brand lists to control branded searches, including your own brand or a competitor's. Google's brand exclusions overview describes coverage for brand names, common misspellings and related subsidiary brands. That makes this a separate control from a list of individual negative keyword strings.

Google's brand exclusion setup page currently lists Search, Shopping and YouTube search inventory for Performance Max. It also gives an option to keep Shopping ads eligible on searches mentioning excluded brands. In an existing campaign, open Settings, Additional settings, then Brand exclusions; choose the brand list and review the Shopping option before saving.

I would write the desired outcome first. For example, a fictional lamp store wants its own-brand text searches handled in a separate campaign but still wants product ads for those shoppers. That is a specific brand and format decision. It needs more care than adding the shop's name wherever a negative field appears.

Check the inventory before choosing a control

A Performance Max keyword exclusion is not a switch covering every placement. Google directs advertisers to excluded content keywords in the Content Suitability centre for Display and Video concerns. Its documentation also says Hotel Ads within Performance Max for travel goals do not support negative keywords or brand exclusions. See Performance Max brand suitability controls.

My first review note would name the problem: an unwanted search, unwanted brand traffic or an unsuitable content placement. That keeps the next action tied to something the chosen control can address.

Why this tool sets Performance Max rows aside

This tool's rules are built for Search and Shopping terms. Performance Max rows are set aside when the export carries a campaign type column. Their presence in an export does not mean the tool has assessed them or found no waste.

Keep that boundary visible when sharing a report. I would label the reviewed campaigns and keep a separate Performance Max task, with its report and decisions. The export guide helps prepare the file for the supported review.

A short routine for a Performance Max account

  1. Open the Performance Max report and record the campaign and date range being reviewed.
  2. Read candidate searches with their results, landing pages and business context.
  3. Write the reason for each proposed exclusion before selecting its scope.
  4. Check existing negatives, attached lists and brand settings for overlap or conflict.
  5. Apply only the reviewed changes, then record the date and return to the same questions in the next review.

For the Search and Shopping terms in your export, use the free browser check for a summary and three negatives, or the full review for the $39 report with reasons, watchlist and export files. Neither is a Performance Max audit. Savings are estimates, and you review every suggestion.

Questions

Can I add negatives directly to a Performance Max campaign?
Yes. Google lets you add campaign-level negative keywords or select an existing negative keyword list. These negatives affect Search and Shopping inventory within Performance Max.
Do account-level negatives affect Performance Max?
Yes. They apply across eligible Search and Shopping inventory, including Performance Max. Use that scope only when the exclusion should apply across the relevant campaigns in your account.
Can brand exclusions leave Shopping ads running?
Yes. Performance Max has an option to allow Shopping ads on searches mentioning excluded brands. Decide whether that fits your brand traffic plan before saving the setting.
Does this tool generate Performance Max negatives?
No. It sets Performance Max rows aside. Its review rules are built for Search and Shopping terms. Review your Performance Max searches and controls separately in Google Ads.

Sources

Have an export ready? The search-term review finds the wasted spend in it for free. The full report is $39. Run it on your file.

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