Leadership and Companies
Google Ads lets advertisers prioritise channels and cap lower-priority spending
Google Ads is adding channel-priority labels and budget caps, giving advertisers tighter control across major campaign types and networks.
What happened
Google Ads is rolling out account- and campaign-level controls across Search, Shopping, Performance Max and Demand Gen. Advertisers can mark channels as high or low priority, then cap low-priority channels at a chosen share of daily budget. From February 2027, Search campaigns retaining Google Display Network access must set it to low priority with a 50% cap to preserve the current setup.
Why it matters
Advertisers can test Search partners and the Google Display Network with defined spending limits instead of switching them off entirely, improving control over ad allocation.
Source: Google Blog