Google Ads is introducing channel prioritization and budget allocation controls. You can decide which channels get budget first and cap the rest as a percentage. For Search campaigns with the Display Network turned on, the current spend allocation setup goes away in February 2027.
What did Google announce?
On 14 October 2026 Google Ads presented two new controls on its official blog: channel prioritization and budget allocation. They are optional and, according to Google, roll out globally over the coming months. Sweden and Europe are not mentioned specifically, so the controls may take time to appear in your account.
How do they work?
Channels or channel groups can be set to High or Low priority. High-priority channels are funded first, within your target when using Target CPA or Target ROAS. For low-priority channels you can set a maximum share of the daily budget. Google calls this best effort, not a hard cap.
The controls apply to Search, Shopping, Performance Max and Demand Gen, at account level, campaign level and for shared budgets.
What happens in February 2027?
For Search campaigns with the Display Network on, the current spend allocation setup goes away from February 2027, and you may see spend shift between channels. To keep today’s behavior, Google says to set the Display Network to Low priority with a 50% allocation.
What should small businesses do now?
Check which Search campaigns have the Display Network enabled and decide whether you really want it. Note how budget is distributed today, document results per channel, and plan a review in January 2027. Rely on Google’s help page rather than third-party details that Google has not confirmed.
Need help reviewing your campaigns? Adeo Marketing helps small and new businesses with Google Ads – get in touch.
Sources: Google Ads blog, 14 October 2026 · Google Ads Help · Common Thread Collective