AI Max Negative Keywords: Brand Exclusions and Search Term Control in 2026

AI Max expands query matching automatically based on landing page content and conversion signals -- not keyword lists. For businesses advertising on Google.pl, this means query expansion can cross language boundaries: an English-language landing page may trigger ads for Polish-language queries, and vice versa.

Language Boundary Negatives for Polish Market Advertisers

For businesses running AI Max campaigns targeting Poland, build negatives that address:

• Language mismatch queries: if your landing pages are in English, add Polish-language variations of irrelevant terms as negatives
• Geographic expansion: AI Max may serve beyond your target regions in Poland if landing page content signals broader relevance
• Competitor Polish brand names: local Polish competitors may not appear in standard competitor research tools

Brand Exclusions: Essential Setup

Brand exclusions prevent AI Max from bidding on your own brand name. In the Polish market, this matters because branded queries are often split between Polish and English versions of brand names. Add both variations.

For organic visibility alongside your Google Ads on the Polish market: https://yositeup.com/en-pl/

Campaign-Level Negatives Before Launch

1. Export search term data from all current campaigns targeting Poland
2. Identify Polish-language irrelevant query categories
3. Add as campaign-level negatives before AI Max launch
4. Review weekly for the first 6 weeks after launch

For the DSA-to-AI Max migration checklist: https://yositeup.com/blog/google-ads-dsa-ai-max-migration-february-2027

Reporting After June 2026 Data Deletion

Historical search term data was deleted in June 2026: https://yositeup.com/blog/google-ads-reporting-data-deleted-june-2026

For Polish market advertisers: Google.pl search term patterns differ from global patterns. Accumulate new data from current campaigns before finalizing your AI Max negative list.

July 2026 ToS: Automated Asset Policies

The July 2026 ToS update includes policies relevant to AI-generated assets in multilingual markets: https://yositeup.com/blog/google-ads-tos-july-2026-ai-automation-what-changed

Review asset policies for your specific industry category when enabling automated asset expansion in AI Max campaigns targeting Poland.