Stories
Google Ads Launches New Channel Prioritisation And Budget Controls
- •Google is rolling out new channel prioritisation and budget allocation features globally across Search, Shopping, Performance Max and Demand Gen campaigns.
- •Advertisers can classify channels as high or low priority, ensuring budgets are directed to high-priority channels first.
- •The budget allocation feature allows advertisers to specify the maximum share of their daily budget for low-priority channels.
- •These optional controls provide an alternative to completely excluding networks, allowing safer testing of channels like search partners or the Google Display Network.
- •Existing spending allocation arrangements for Search campaigns using the Google Display Network will be discontinued starting February 2027.
Key Questions Answered
Google Ads is introducing new features that allow advertisers to classify channels as high or low priority, directing campaign budgets to high-priority channels first. Additionally, the budget allocation feature lets advertisers set maximum spending limits on lower-priority networks instead of completely excluding them.
For Search campaigns, advertisers can assign separate priority levels to Google Search, search partners, and the Google Display Network. In Performance Max and Demand Gen, inventory across Search, YouTube, Maps, Gmail, and Discover is grouped together under Google channels.
Starting in February 2027, the existing spending allocation arrangement for Search campaigns using the Google Display Network will be discontinued. Advertisers can maintain their current setup by marking the Google Display Network as low priority and assigning it a 50% budget allocation.
