Google Ads began rolling out controls that let advertisers rank channels as high or low priority in Search, Shopping, Performance Max, and Demand Gen campaigns, so that budget goes to the high-priority ones first. Advertisers can rank search partners and the Google Display Network apart from Google’s own properties, then cap either one at a percentage of the average daily budget for that campaign. However, Google calls the cap a best effort rather than a guarantee, and Demand Gen doesn’t support it. In February 2027, Search campaigns with Display Expansion will move onto the new system automatically, and advertisers who want to keep their current split will need to mark the Display Network as low priority and cap it at 50%.
