The short versionOn October 14, 2026, Google Ads announced optional channel prioritization and budget allocation controls. Advertisers can set channels such as Google Search, Search partners and the Google Display Network to High or Low priority. Campaigns fully fund high-priority channels first, and low-priority channels can be capped at a maximum percentage of daily budget on a best-effort basis. It's rolling out globally over the coming months across Search, Shopping, Performance Max and Demand Gen. Starting February 2027, Search campaigns with the Display Network turned on lose their current spend allocation setup.
Until now, Search partners and the Display Network were mostly an on-off switch in Google Ads. Google is replacing that with priority tiers and spending caps, and there's a deadline attached for Search campaigns using Display.
What happened
On October 14, Google Ads announced two new optional controls: channel prioritization and budget allocation. "These features give marketers more control than all-or-nothing opt-outs," wrote Tal Akabas, Director of Product Management, Google Ads, on the Google Ads blog.
The details
Priority tiers. Advertisers can mark channels or channel groupings as "High priority" or "Low priority." Campaigns "will fully fund high-priority channels (within their target when using Target CPA or Target ROAS) before allocating the remaining budget to lower-priority channels." On Search campaigns, that means you can put Google Search, Search partners and the Google Display Network on different levels.
Budget caps. For a low-priority channel, you can set a maximum percentage of your daily budget. Google says its tools will aim to stay within that limit "on a best-effort basis."
Where it applies. The controls are rolling out at the account and campaign levels, apply to shared budgets, and cover Search, Shopping, Performance Max and Demand Gen. In Performance Max and Demand Gen, Search, YouTube, Maps, Gmail and Discover are grouped together as "Google channels." Google says the features are rolling out globally over the coming months.
The February 2027 change. "Starting in February 2027, for Search campaigns with the Google Display Network turned on, the current spend allocation setup will go away, and advertisers may see a shift in channel spending," Google says. To keep the current configuration, set the Display Network to "Low priority" with a 50% budget allocation.
Why brands should care
Google is pitching this as a safer way to test networks many advertisers turned off. It also means any Search campaign with Display switched on needs a decision before February, or spending may shift on its own.
What to do
Our suggestions, beyond Google's own framing:
- Audit your channel settings now. Note which Search campaigns have Display or Search partners on.
- If you switched a network off, test it under a cap. Set it to low priority at a small percentage of budget and watch cost per conversion.
- Put the February 2027 change on your calendar. If you want things to stay as they are, set Display to low priority with 50% before then.
Sources
FAQ
What is Google Ads channel prioritization?
An optional control that lets advertisers set channels or channel groupings to High or Low priority. Campaigns fully fund high-priority channels first, within their target when using Target CPA or Target ROAS, before spending on low-priority ones.
Can I cap spend on the Google Display Network?
Yes. When a channel is set to Low priority, you can set a maximum percentage of daily budget for it. Google says it will aim to stay within that limit on a best-effort basis.
What changes in February 2027?
For Search campaigns with the Google Display Network turned on, the current spend allocation setup goes away. To keep your current configuration, Google says to set the Display Network to Low priority with a 50% budget allocation.
