Search campaigns with Display Expansion to move to channel prioritization in February 2027

Google's Display Expansion help page now says that from February 2027 Search campaigns using Display Expansion transition automatically to channel prioritization, and the hidden 50% backend budget allocation to the Display Network goes away. Advertisers instead set the Display Network to High or Low priority with an optional daily budget allocation percentage.

Google suggests setting the Display Network to Low priority with a 50% daily budget allocation to keep the current behaviour. The page warns the transition may shift spend between Google Search, search partners and the Display Network, and the allocation percentage is applied on a best-effort basis. Google's channel prioritization documentation adds that the Display Network will stop serving on Search campaigns using the Target Impression Share bid strategy in February 2027, that budget allocation covers shared budgets of the same campaign type and custom campaign experiments, and that it is not supported for Demand Gen.