Google is introducing new controls in Google Ads to give advertisers greater flexibility in managing campaign spending across its platforms and partner networks. The updates allow advertisers to prioritise specific channels and limit the share of their daily budgets allocated to lower-priority channels.
The new controls are optional and will be available across Search, Shopping, Performance Max and Demand Gen campaigns. Advertisers can assign channels High or Low priority, helping direct spending towards their preferred platforms before allocating the remaining budget to other channels.
Under the new system, Google will fund High-priority channels first. For campaigns using Target CPA or Target ROAS bidding, spending will be prioritised within the advertiser’s selected performance targets.
The available channel groupings will vary by campaign type. Search campaigns will include Google Search, Search partners and the Google Display Network. Shopping campaigns will cover Google Search and Search partners, while Performance Max will include Google channels, Search partners and the Google Display Network. Demand Gen campaigns will cover Google channels and the Google Display Network.
For Performance Max and Demand Gen, Google groups services such as Search, YouTube, Maps, Gmail and Discover under Google channels.
The update also introduces budget allocation limits for Low-priority channels. For example, advertisers can prioritise Google Search while limiting the percentage of their daily budget spent on Search partners.
However, these limits will operate on a best-effort basis. Google will aim to remain within the selected percentage but will not guarantee a strict spending cap. Channel prioritisation alone may also have limited impact on Target CPA or Target ROAS campaigns that are not constrained by their budgets.
Another significant change is scheduled for February 2027, when Google will remove the existing spend allocation setup for Search campaigns with the Google Display Network enabled. Advertisers who want to maintain their current configuration can set the Display Network to Low priority and assign it a 50% budget allocation.
The new controls could help advertisers test additional advertising inventory without giving up control over their spending priorities. Instead of completely disabling Search partners or the Display Network, businesses can experiment with smaller budget allocations and monitor campaign performance.
Google will roll out the features globally over the coming months across Search, Shopping, Performance Max and Demand Gen campaigns.
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