Google Ads has introduced new channel prioritization and budget allocation features, expanding control for marketers.
Advertisers can now categorize ad networks by priority and allocate budgets to secondary channels, allowing for safer testing without the all-or-nothing approach.
Channel prioritization lets advertisers set channels as “High” or “Low” priority. This affects how budgets are allocated, with high-priority channels fully funded before distributing the remainder to lower-priority channels. Features apply across Search, Shopping, Performance Max, and Demand Gen campaigns.
These updates also allow advertisers to set spending limits at the channel level. For low-priority channels, marketers can specify a maximum percentage of their daily budget, ensuring more controlled spending.
Starting February 2027, Search campaigns utilizing the Google Display Network will require updated spend setups. To maintain current configurations, setting Display to “Low priority” with a 50% allocation is recommended.
Read the official announcement here: Guide your campaign spending with new priority and allocation features.
And here’s the official support page: About channel prioritisation and budget allocation.