Google Ads is ending the all-or-nothing era for campaign channels. In an October 14 announcement, Google introduced two optional controls rolling out across Search, Shopping, Performance Max and Demand Gen campaigns: channel prioritization, which lets advertisers mark channels High or Low priority, and budget allocation, which caps how much of the daily budget the Low-priority channels may spend.
The mechanics are simple. Every channel starts at High, so nothing changes until an advertiser acts. Google funds High channels first and gives Low channels what remains — within your CPA or ROAS targets, which still govern. A Low channel can carry a daily cap set as a percentage of the average daily budget; set it to 0 percent and spend stops there entirely, though Google calls the cap “best effort,” so minor overshoot is possible. In Search campaigns, Google Search, Search partners and the Display Network can be ranked separately.
One date deserves a circle: advertisers running Search campaigns with the Display Network included will have to make a deliberate choice under the new system by February 2027. The controls are live in the Google Ads interface and Search Ads 360 now, with API and Editor support to follow — and manager accounts cannot apply them in bulk, so each account needs its own setup.
Source: PPC Land
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