Branded Search: Why It’s the Most Profitable Campaign and How to Keep PMax from Stealing

Priscila Alencar · 2026-10-07

Intent of people who saw your ad on Meta

When a user sees an ad on Meta, their intent can vary, but when it comes to branded search, that intent is clearer. Users who click this type of ad usually already know the brand and are ready to take action, whether that’s making a purchase or visiting the site. The conversion rate tends to be high since these are people who have already shown interest.

Exact and phrase match

For search campaigns, it’s essential to use exact and phrase match keywords. For example, if your brand is called “X,” your keywords should include “X” (exact) and “buy X” (phrase). This ensures your ad shows up for specific searches, increasing relevance and the likelihood of qualified clicks. Proper targeting is vital for optimizing ROI.

Brand exclusions in PMAX

One of the main concerns with PMax is that it can end up spending your budget without proper targeting. If you don’t exclude your brand from PMax, you could end up competing with yourself and wasting ad spend. To avoid this, set up your campaigns so PMax ads don’t show for searches related to your brand. That way, you can save your budget for the search campaigns that really matter.

Typical CPC

The cost per click (CPC) for branded search campaigns tends to be lower than for generic keyword campaigns. On average, CPC can range from R$ 0,50 to R$ 2,00, depending on the competition and industry. Established brands may see even lower CPCs, while newer brands may face a higher CPC until they establish a presence in the market.

Measuring incrementality

Measuring incrementality is crucial to understanding the real impact of your campaigns. Use attribution tools to analyze how your branded search campaigns perform compared to other channels. If, for example, your search campaigns generate 30% more sales than you’d expect without them, you can conclude that the campaign is adding value. Also use FreeSpy to track competitor performance and adjust your strategies accordingly.

In short, branded search is one of the most profitable campaigns when done right, but it requires special attention to keep PMax from needlessly spending your budget.

What’s your average CPC on branded search campaigns?