Channel prioritization and budget allocation launched, letting advertisers cap Display and partner spend

Google launched two optional controls. Channel prioritization lets advertisers mark channels as High or Low priority, so high-priority channels are funded first up to their Target CPA or Target ROAS before budget flows elsewhere. Budget allocation then sets a maximum percentage of the daily budget for a low-priority channel, on a best-effort basis. From February 2027 the current spend allocation setup for Search campaigns with the Display Network on will be removed.

For Search campaigns, Google Search, Search partners and the Google Display Network can each take a different priority. For Performance Max and Demand Gen, Google surfaces such as Search, YouTube, Maps, Gmail and Discover are grouped together as 'Google channels'. The settings work at account and campaign level and apply to shared budgets.

Google says allocation is most useful on Target CPA or Target ROAS campaigns that are not budget-limited, where prioritization alone usually will not move spend, and positions it as a middle option for advertisers who have always opted out of Search partners and the Display Network entirely. Reports note that a 0% allocation stops spend on that channel.

The controls are rolling out globally to Search, Shopping, Performance Max and Demand Gen over the coming months, with Google's help documentation putting the start of availability at October 15, 2026. To keep today's behaviour past February 2027, set the Google Display Network to Low priority with a 50% budget allocation; otherwise expect spend to shift between channels.