Google Ads is set to overhaul its Display Expansion feature in Search campaigns as it transitions to a new channel prioritization model starting February 2027.
This change, detected in a recent Google help page update, will eliminate the previous setup involving a 50% backend budget allocation.
Advertisers can now use priority tiers and optional budget caps, allowing more control over spend distribution across Google Search, Search partners, and Display Network. The help page clarifies that the former guidelines, suggesting Display spend wouldn’t typically affect Search, no longer apply.
The adjustments aim to align advertising strategy across various channels, with options available at the account, shared budget, or campaign level. These include setting priority levels and daily budget allocations to better steer budgets, leveraging Google AI for optimized audience reach.
Read the official announcement here: About Display Expansion on Search campaigns.
This update was spotted by Hana Kobzová.