What you need to know about Google Ads channel prioritization
Google announced channel prioritization and budget allocation on October 14, 2026, and the controls reach accounts progressively from October 15.
Prioritization only moves spend when a campaign runs short of budget, so the percentage cap does the work in every other target-based campaign.
Caps work on a best-effort basis and measure against average daily budget, which makes a stepped test safer than switching a channel to 0%.
Setting Display explicitly before February 2027 keeps the automatic migration from deciding your channel mix for you.
Google Ads channel prioritization lets advertisers assign High or Low priority to eligible channels, including Display and Search partners, and cap spending on Low priority channels, even at 0%.
Google began rolling out these controls on October 15, 2026, with further changes coming in February 2027. Learn how to adjust channel spending and use WebFX’s Priority Ladder Test to protect campaign revenue while testing lower caps.
Google Ads channel prioritization is a setting that sorts each channel into a High or Low priority tier, so Google funds your High priority channels first. Every channel starts as High priority, so nothing changes until you move one down.
Google Ads channel budget allocation sits on top of that. Once you mark a Google Ads low priority channel, you can enter a percentage, and Google aims to keep that channel’s daily spend at or below that share of the campaign’s average daily budget.
A 5% allocation on a $1,000 average daily budget aims for $50 a day, and Google says a 0% allocation means it won’t spend on that channel.
Google started rolling out the controls on October 15, 2026. By February 2027, Search campaigns with the Display Network enabled will lose their current spend allocation setup.
Campaign type
Channels you can tier
Budget allocation available
Search
Google Search, Search partners, Display Network
Yes
Shopping
Google Search, Search partners
Yes
Performance Max
Google channels, Search partners, Display Network
Yes
Demand Gen
Google channels, Display Network
No
Performance Max and Demand Gen group Search, YouTube, Maps, Gmail, and Discover into one tier called Google channels, so you cannot rank YouTube below Search there.
You set priorities in Account settings on the Channel Prioritization card, and you can override them for a single campaign or a shared budget when needed. Google doesn’t let you set them from a manager account, and it lists API and Editor support as “coming soon.” Check each client account for the card, because availability varies as the rollout continues.
Google Ads channel prioritization in account settings
Why test a cap before you set it to 0%?
Caps behave differently depending on your bid strategy and budget, so let’s talk about when each control moves spend and why a stepped test protects the volume that pays for itself.
Google calls allocation best-effort. Spend on a channel can occasionally exceed the cap, including on days when the campaign spends above its average daily budget. Read your network-level reports after every change, rather than assuming the cap held.
Target CPA bids toward a cost-per-acquisition goal, and Target ROAS bids toward a return-on-ad-spend goal. The table below shows what each control does under common bid strategies, based onGoogle’s help documentation.
Campaign situation
What prioritization does
What the cap does
Target CPA, Target ROAS, or Target CPC with room left in budget
Generally nothing
Still applies
Target CPA, Target ROAS, or Target CPC, limited by budget
High priority spends first, and Low priority gets budget when it can hit your target
High priority spends first, and the remainder goes to Low priority
Still applies
If a Target CPA campaign has budget to spare, a Google Ads Search partners budget cap is the only control that changes its channel mix. That makes the cap your main lever, and a lever you can adjust in small steps.
OurGoogle Ads benchmarks show why 0% tempts you. Based on WebFX campaign data, Search CTR averages 3% to 5% while Display averages 0.05% to 0.1%, and Search CPC runs $2 to $4 against $0.50 to $1 for Display.
Display clicks cost less, but they happen and convert far less often, so on paper, Display looks like wasted budget, and 0% feels like an easy fix. Averages blend thousands of accounts, though, and quality can swing either way.
Some accounts see these channels bring in spam and low-quality leads that platform conversions still count, while others see Display influence buyers who don’t click right away. Only your CRM revenue shows whether tightening Display and Search partner spend changes the number of customers you win.
Reporting matters here, too. Performance Max already reports by channel, and our guide toPerformance Max channel diagnostics shows what to fix first.
Google told Search Engine Journal it expects toexpand channel reporting to Search in the first quarter of 2027, so segment Search reports by network until then.
Track each campaign’s qualified leads, CRM revenue, and revenue per ad dollar, and use Google Ads network segments to see how much of its spend goes to Display and Search partners.
What changes in February 2027?
Today, Search campaigns with the Display Network turned on follow the current Display Expansion spend setup. The setup already favors Search inventory over Display, while Search partners don’t get the same treatment.
Since October 15, you can set priorities yourself. Campaigns you leave untouched keep their current behavior until February.
In February 2027, Google will automatically migrate every Search campaign with Display Expansion to the new controls, and spend can shift among Search, Search partners, and Display. To keep your current configuration, Google says to set the Display Network to Low priority with a 50% allocation, which is also best-effort. Google hasn’t named a day in February.
Google Ads channel prioritization and budget controls rollout timeline
Two details matter for planning. Display will stop serving on Search campaigns that use Target Impression Share. Priorities you set before February take effect right away and replace the old Display behavior for that campaign, so a Google Ads Display Network budget percentage you choose now beats the default you’d get later.
Run this four-step check this week:
Filter for Search campaigns with the Display Network turned on.
Flag every campaign that uses Target Impression Share.
Set Display explicitly on each one, either Low priority at 50% to keep today’s behavior, or a lower percentage to tighten it.
Record each campaign’s Display share of spend before and after the change.
You’ll know your check worked when Display’s share of spend stays within a few points of where it started.
The Priority Ladder Test: A four-step method
We’ve created the Priority Ladder Test to tighten Display and Search partner caps in small steps and judge each step on revenue. Run it on one network at a time.
The Priority Ladder Test
Step 1: Classify each campaign
Sort every campaign into one of two groups. Campaigns limited by budget respond to both tiers and caps. Target CPA, Target ROAS, and Target CPC campaigns with room left in budget respond to caps only.
Check each campaign’s status for a limited-by-budget label and note its bid strategy. The sort takes about 10 minutes, and it tells you which lever deserves your attention first.
Before you start, confirm each campaign’s conversion tracking and bid strategy are solid. Clean conversion data lets the test show you what the channels really deliver.
Step 2: Set a baseline
Put Display and Search partners at Low priority at their current share of spend. Convert that share carefully, because the cap measures against the campaign’s average daily budget, not against spend.
Divide the channel’s average daily spend by the campaign’s average daily budget, then multiply by 100. If Display averages $180 a day on a $1,000 average daily budget, your baseline cap is 18%. Pull 30 days of network-segmented data first, then hold the baseline for two weeks and confirm spend and results stay steady.
In Performance Max, start gentler. Setting Display and Search partners to Low priority, with or without a cap, gives the automation room to adjust before you tighten further.
Expert insights from
Kayla J.PPC Analyst
“Setting Display and Search partners to 0% depends on the campaign type and the results you’re seeing. In my experience, those channels tend to drive a lot of spam and low-quality leads. I have them off for my search campaigns. For Performance Max, I would recommend being a touch more lenient. Because PMax is so automated, getting too restrictive can backfire. Look at how each channel is currently spending, compare against results, and consider starting off by setting them as “Lower Priority,” with or without a budget cap. If you still see an influx of spam coming from those channels, even with your conversions and bid strategy solidified, that’s when you might test setting them to 0%.”
Step 3: Step down
Lower the cap by five points every two weeks, one network at a time, and keep bids, budgets, and creative steady.
Log each cap level in a worksheet like this one, one campaign at a time. Record the campaign’s totals for each cap level, plus Display’s and Search partners’ share of spend from Google Ads network segments, so you can confirm the cap held.
Cap level
Display cap
Search partners cap
Campaign qualified leads
Campaign CRM revenue
Campaign revenue per ad dollar
Decision
Baseline
Your baseline
Your baseline
Record
Record
Record
Hold
Cap level 1
Baseline minus 5 points
Baseline minus 5 points
Record
Record
Record
Keep or step back
Cap level 2
Baseline minus 10 points
Baseline minus 10 points
Record
Record
Record
Keep or step back
Cap level 3
Baseline minus 15 points
Baseline minus 15 points
Record
Record
Record
Keep or step back
Plan the calendar before you start. Five points every two weeks reduces the 50% cap to 0% in 10 steps, which takes about 20 weeks, so a ladder that begins this week finishes after February.
Set Display explicitly now so the migration doesn’t choose for you, then keep stepping down. Pause stepping during peak promotion weeks so seasonality doesn’t blur the read.
Some campaigns do end at 0%. When lead quality stays low at every cap level, that is the result the test is built to find.
Step 4: Judge on revenue
Judge every cap level on the campaign’s CRM revenue and lead quality, not platform-reported conversions. Keep the lowest cap that doesn’t reduce the campaign’s revenue per ad dollar.
If a step drops the campaign’s revenue by more than its normal swing, move back one cap level. Measure that swing as the campaign’s week-to-week variation across the prior four weeks.
For longer sales cycles, use the qualified lead rate or pipeline created as your two-week signal, then confirm against closed revenue as deals mature.RevenueCloudFX connects your campaigns’ ad spend to CRM revenue, so you read the result in one place.
Meet RevenueCloudFX:
Track your paid ad spend through to closed CRM revenue.
It does, with limits. Google channels tier together, while Search partners and the Display Network each get their own tier and cap. To exclude Search partners in Performance Max, a 0% allocation comes closest, and Google treats it as best-effort. A separate network opt-out has only reached alimited group of advertisers.
Google’s help page says it won’t spend on that channel, though the same page calls allocations best-effort. Confirm the result in your network-level reports, and use the ladder to reach 0% in steps.
Google’s rollout is progressive from October 15, 2026, and availability varies by campaign type. Look for the Channel Prioritization card in Account settings.
Open your Search campaign’s network settings and clear the Display Network option. Once the new controls reach your account, you can also set Display to Low priority at 0%.
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Test your Google Ads channel prioritization with revenue data
Before you change a single cap, identify which of your campaigns are budget-limited. Then set Display explicitly ahead of February 2027, and step caps down only as far as revenue supports.
Our PPC experts set up and run the Priority Ladder Test, and RevenueCloudFX shows which marketing channels produce revenue instead of platform-reported conversions.
With $10 billion in client revenue and 24 million qualified leads behind our work, we know how to read these numbers. Learn more about our PPC management services or contact our team of experts to see which of your marketing channels produce revenue.
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Thaakirah Abrahams is a Lead Editor at WebFX, where she leverages her 5+ years of experience to craft compelling website content. With a background in Journalism and Media studies and certifications in inbound marketing, she holds a keen eye for detail and a talent for breaking down complex topics for numerous sectors, including the legal and finance industries. When she’s not writing or optimizing content, Thaakirah enjoys the simple pleasures of reading in her garden and spending quality time with her family during game nights. View full profile
