Is PMax selling to people who already knew you?

Performance Max can win conversions from searches for your own brand name. Four steps to see how much of its "new revenue" is really new.

1. Open the search terms report for your Performance Max campaign (last 30 days).
2. Mark every term with your brand name (and its misspellings) and add up their conversions and conversion value.
3. If brand terms are a big share, add your brand as a brand exclusion in PMax.
4. Run brand in its own Search campaign with a low target, and judge PMax only on non-brand results.

Google added search-terms reporting and brand exclusions to Performance Max (Google Ads blog, 2026). Brand searchers would often buy anyway — count them separately.