What changed: Google Ads is adding optional controls to assign high or low priority to channels and set a maximum daily budget percentage for low-priority channels. Campaigns will fund high-priority channels first, within their targets when using Target CPA or Target ROAS, before directing remaining budget to lower-priority channels. The system will aim to respect allocation limits on a best-effort basis. Controls are being introduced at account and campaign levels and also apply to shared budgets.
Who is affected
Businesses running Search, Shopping, Performance Max and Demand Gen campaigns in Google Ads are covered. Search campaigns with the Google Display Network enabled also face a change to their existing spending allocation setup.
What it means for your business
For businesses using Google Ads, this means they can test lower-priority channels with a specified daily budget share while keeping those channels enabled. For campaigns using Target CPA or Target ROAS that are not budget-constrained, prioritization alone will generally have no effect, making the allocation control particularly relevant.
What to do
Review your current campaign settings. When the controls become available, assign channel priorities and choose daily budget shares for low-priority channels. To preserve the current configuration of Search campaigns with the Google Display Network enabled, set that network to low priority with a 50% budget allocation.
When it takes effect
The optional controls are rolling out globally over the coming months. Starting in February 2027, the existing spending allocation setup for Search campaigns with the Google Display Network enabled will be removed, and channel spending may shift.
Source: https://blog.google/products/ads-commerce/channel-prioritization-budget-allocation/
