Managing ad budgets across channels in Google Ads has long relied on limited options. If you didn't want traffic from Search Partners or the Google Display Network, for example, you could switch those networks off entirely. But directly deciding how much of the budget went to those channels wasn't easy.
With two new features announced on 14 October 2026, Google is changing that: Channel Prioritization and Budget Allocation.
In supported campaigns you can now classify channels as high or low priority and set percentage limits on the daily budget that goes to low-priority channels.
The update is relevant for advertisers who want more control over how budget is spread across ad networks, particularly in Search, Performance Max and Shopping campaigns.
An important transition affecting Search campaigns with the Display Network switched on is also coming in February 2027.
So how does Google Ads channel prioritization work? Which campaigns can use it? How is the budget allocation percentage set?
In this guide we cover how the new controls work, the setup steps and what to watch out for.
What are Google Ads channel prioritization and budget allocation?
The update Google announced on 14 October 2026 aims to give advertisers more control over how their budgets are used across channels.
The new system is made up of two core features.
Channel Prioritization
Channel prioritization lets you classify the channels or channel groups where your ads can run at two levels:
High Priority: channels you want to be given priority when budget is spent.
Low Priority: channels you'd prefer to receive budget after the high-priority ones.
By default, all channels are treated as high priority.
In a Search campaign, for example, you can set Google Search as high priority and Search Partners as low priority.
That way you can steer how budget flows to secondary channels without changing your main channel.
But prioritization doesn't produce the same result with every bidding strategy. Whether the campaign is limited by budget also affects how spend is distributed.
Budget Allocation
Budget allocation lets you set, as a percentage, the maximum share of the daily budget that low-priority channels can receive.
For example, imagine a campaign with an average daily budget of 2,000 TL where you set a 10% budget allocation for Search Partners.
In this case Google aims to keep daily spend on that channel at around 200 TL or below.
But there's an important detail:
Budget allocation isn't a hard spending cap; it's a limit Google tries to respect as far as possible.
Google describes this as best-effort. So on some days the percentage you set may be exceeded.
The allocation percentage is also calculated from the campaign's average daily budget, not from actual daily spend.
How does Google Ads channel prioritization work?
The core idea of the new system is to direct budget first to suitable opportunities in high-priority channels.
But how the system behaves depends on the bidding strategy.
In budget-limited campaigns
If your campaign is limited by budget, Google aims to consider high-priority channels first.
In campaigns using Target CPA or Target ROAS, this happens within the performance targets you've set.
When there are no more spending opportunities in high-priority channels that meet your targets, budget can go to low-priority channels.
For example, if you set Google Search as high priority and Search Partners as low priority, the system first focuses on suitable opportunities on Google Search.
But that doesn't mean the high-priority channel will use the whole budget in every situation.
Bid targets, available traffic and other campaign settings also affect the split.
In campaigns not limited by budget
According to Google, in campaigns that aren't limited by budget and use Target CPA or Target ROAS, changing the priority level alone usually doesn't affect how spend is distributed.
That's because the system keeps trying to meet the performance target across channels.
In these campaigns the budget allocation percentage set for low-priority channels can be more decisive.
So rather than only making a channel low priority, it's important to set a budget allocation percentage for it too where needed.
How is Google Ads budget allocation calculated?
One of the most important details of the new feature is how the allocation percentage is calculated.
Google assesses the limit against the campaign's average daily budget.
Take a Search campaign with a daily budget of 5,000 TL as an example.
Google Search is high priority and Search Partners is low priority.
Setting | Value |
|---|---|
Average daily budget | 5,000 TL |
Google Search | High priority |
Search Partners | Low priority |
Search Partners budget allocation | 10% |
Target daily cap for partners | 500 TL |
In this scenario Google tries to keep spend on Search Partners at an average of 500 TL a day.
But that doesn't mean exactly 500 TL will be spent every day.
On some days spend may be lower. On others, because Google's system works on a best-effort basis, the percentage limit may be exceeded.
Unused or exceeded allocation also doesn't carry over to the next day. The calculation starts fresh each day.
Google says that if you set the budget allocation for a low-priority channel to 0%, no spend will happen on that channel.
So you can use budget allocation not only for performance optimisation but also as a way to manage channel usage.
Which Google Ads campaigns can use channel prioritization?
The new controls began rolling out gradually from 15 October 2026.
Google says the features will open to accounts and campaign types worldwide in stages.
The channel groups you can prioritise depend on the campaign type.
Campaign type | Channels that can be prioritised |
|---|---|
Search | Google Search, Search Partners, Google Display Network |
Shopping | Google Search, Search Partners |
Performance Max | Google channels, Search Partners, Google Display Network |
Demand Gen | Google channels, Google Display Network |
In Performance Max and Demand Gen, Google surfaces such as Google Search, YouTube, Maps, Gmail and Discover are grouped together as "Google channels" for this control.
So in a Performance Max campaign you can't set YouTube on its own as high or low priority through this feature.
And not all campaign types support the same budget control.
Important: Demand Gen campaigns support channel prioritization but not the budget allocation percentage.
This distinction matters especially for advertisers who manage several campaign types together.
Can it be used with shared budgets?
Yes. Google says channel prioritization and budget allocation can also be used with shared budgets.
But the campaigns on a shared budget must be of the same campaign type.
For example, shared channel priorities can be set for several Search campaigns using the same shared budget.
In that case budget allocation is assessed against the campaigns' combined budget.
Settings can also be defined at account, shared budget or campaign level. Campaign-level settings can override account defaults where applicable.
There are extra limitations for campaigns using a Campaign Total Budget. According to Google's help documentation, channel prioritization with campaign total budgets is supported only in Demand Gen campaigns.
How to set up channel prioritization in Google Ads
Once the feature is available in your account, you can configure channel prioritization at account or campaign level.
Account-level channel prioritization
To set general channel preferences in Google Ads:
Open Account Settings in your Google Ads account.
Find the Channel Prioritization card.
Choose the campaign type you want the setting to apply to.
Classify the available channels as high or low priority.
If supported, set the budget allocation percentage for low-priority channels.
Save the settings.
Account-level settings can be used as defaults for eligible campaigns of the same type.
But different settings can be defined at campaign or shared budget level.
Campaign-level channel prioritization
If you only want to change the channel split for a specific campaign:
Go to Campaigns in your Google Ads account.
Select the campaign you want to edit.
Open Settings.
Expand the Channel Prioritization card.
Turn on the option to use campaign-level settings to override account defaults.
Set the priority level for each channel.
Enter the budget allocation percentage for supported low-priority channels.
Save the settings.
These steps are based on the interface described in Google's current help documentation. If the feature hasn't reached your account yet, you may not see the card.
Channel prioritization settings also can't be configured directly from a manager account (MCC). They need to be set in the relevant client account.
What will change for Display in Google Ads in February 2027?
One of the most important consequences of the new controls will come in February 2027.
According to Google, Search campaigns with Display Expansion enabled will be moved automatically to the new channel prioritization and budget allocation system from February 2027.
With this transition, the current approach to Display spend distribution will end.
As a result, you may see changes in how spend is split between Google Search, Search Partners and the Display Network. DSA campaigns are also moving to AI Max in the same month; we cover that change in our DSA to AI Max migration guide.
How can you keep your current Display spend pattern?
For advertisers who want to keep their current setup, Google recommends this setting:
Google Display Network: Low priority
Daily budget allocation: 50%
But this setting isn't mandatory for everyone.
And 50% doesn't mean exactly half the budget will be spent on the Google Display Network. It's a best-effort budget allocation limit.
Bidding strategy is another point to watch in the February 2027 transition.
According to Google, the Google Display Network will no longer serve ads in Search campaigns using the Target Impression Share bidding strategy.
So it's important to review the network and bidding settings of Search campaigns using Display Expansion before the transition.
If you turn on the new channel prioritization settings before February 2027, the current Display Expansion budget behaviour in those campaigns may change earlier too.
4 use cases for Google Ads channel prioritization
The new controls can be used in different campaign strategies.
1. Testing Search Partners in a controlled way
Imagine you switched Search Partners off in the past because of low-quality traffic or high costs.
With the new system you can switch the network back on and set it as low priority.
You can then give it a small percentage of the daily budget and review the results.
An allocation of 5% or 10%, for example, can be a starting point for the test.
These aren't standard values recommended by Google; they're examples you can adjust to your campaign budget and risk tolerance.
2. Managing secondary channel spend in Target ROAS campaigns
If a Target ROAS campaign isn't limited by budget, channel prioritization alone may not change how spend is split.
In this case, setting a budget allocation percentage for the low-priority channel can give you more effective control.
For example, you can use it to cap spend on a network that has delivered poor results in the past.
But don't assume the limit will be strictly enforced; keep an eye on actual spend.
3. Prioritising your main channel in peak sales periods
During Black Friday, New Year or end-of-season sales, some ad channels may be more valuable than others.
In budget-limited campaigns, setting your most important channels as high priority can help steer spend.
For example, in a campaign that converts strongly on Google Search, Search Partners can be kept at lower priority.
But rather than applying new settings for the first time during busy periods, it's better to test them in advance if you can. For the rest of your pre-Black Friday preparation, see our ad account checklist.
4. Managing channel strategy across shared budgets
Imagine several Search campaigns using the same shared budget.
Under the right conditions, the new controls can help you set channel priorities for their combined budget.
That way you can apply a common channel approach without building a completely separate budget structure for each campaign.
But remember that campaigns under a shared budget must be of the same type.
How should you test Google Ads channel prioritization?
Turning on a new budget control doesn't mean performance will automatically improve.
So rather than applying the settings to every campaign at once, it's better to work with a controlled test plan.
1. Choose a suitable campaign for the test
Run the first test in a campaign with enough performance data whose results you track regularly.
In campaigns with very low conversion volume, it can be hard to assess the effect of the change.
2. Record current results
Review data from the 2-4 weeks before the test.
In particular, record these metrics by channel:
Ad spend
Clicks and impressions
Number of conversions
Cost per conversion (CPA)
Conversion value and ROAS
Actual sales or CRM results where possible
This data gives you a reference for interpreting results after the change.
3. Set priorities and the budget percentage
Set the channel you want to test as low priority.
In supported campaign types, give this channel a small budget allocation percentage.
Try not to change many settings at once in the first test, so it's easier to see which change affected the results.
4. Collect enough data
Don't judge performance after the change on the first day's results alone.
Allow enough observation time based on the campaign's conversion volume, conversion lag and traffic patterns.
Some campaigns may need several weeks of data.
5. Compare performance by channel
Review spend and conversion performance for the channel you're testing.
But don't look only at CPA or ROAS.
Where possible, also consider conversion quality, customer acquisition results and actual orders.
Remember that before-and-after comparisons can be affected by seasonality or changes in demand. Where appropriate, controlled experiments can give more reliable results.
6. Adjust settings based on the results
If the low-priority channel delivers the performance you expect, you can gradually raise its budget allocation percentage.
If results are weak, lowering the percentage or switching the channel off entirely are both options.
The goal isn't to keep every channel switched on but to use your budget in line with your business goals.
What to watch for with Google Ads channel prioritization
Keep these limitations in mind when using the new features:
The budget limit isn't absolute: Google aims to respect the allocation percentage on a best-effort basis.
It isn't available in every campaign: the features are rolling out gradually and support varies by campaign type.
Demand Gen has no budget allocation: only channel prioritization is supported.
Prioritization may have no effect in campaigns not limited by budget: in that case the budget allocation percentage, where supported, can be more decisive.
Shared budgets have conditions: campaigns using the same budget must be of the same type.
Campaign total budgets are limited: channel prioritization with this budget type is supported only for Demand Gen.
The February 2027 transition matters: current spend behaviour may change in Search campaigns with Display Expansion enabled.
Especially in busy campaign periods, it's worth recording current performance before applying new settings and monitoring the results closely.
Frequently asked questions
What is Google Ads channel prioritization?
Channel prioritization is a budget management feature that lets you classify the channels where your ads run as high or low priority. The aim is to better control which channels budget goes to first.
How does Google Ads budget allocation work?
You can set a limit that aims to keep spend on low-priority channels within a certain percentage of the campaign's average daily budget. Google tries to respect this limit as far as possible but doesn't guarantee it.
Is channel prioritization available in every Google Ads account?
Not yet. The feature began rolling out gradually worldwide from 15 October 2026. Availability may vary by campaign type and account.
Can YouTube be prioritised separately in Performance Max?
Not with this feature. In Performance Max, Google surfaces such as YouTube, Google Search, Maps, Gmail and Discover are grouped together as "Google channels".
Can budget allocation be used in Demand Gen?
No. According to Google's current documentation, Demand Gen campaigns support channel prioritization but not the budget allocation percentage.
Is the budget allocation percentage a hard limit?
No. Google applies the limit on a best-effort basis, so on some days spend may go above the percentage you set.
Do ads stop completely on a channel I set as low priority?
No. Low priority doesn't mean the channel is switched off. But Google says that if you set 0% in supported budget allocation settings, no spend will happen on that channel.
Which Google Ads settings will change in February 2027?
Search campaigns with Display Expansion enabled will be moved automatically to the new channel prioritization and budget allocation system. For advertisers who want to keep their current setup, Google recommends setting the Display Network to low priority with a 50% daily budget allocation.
Conclusion: manage your Google Ads budget across channels with more control
Google Ads channel prioritization and budget allocation give advertisers more flexibility in managing budgets across networks.
Where you once had to choose between switching a channel off and leaving it on, supported campaigns now offer in-between options such as low priority and budget allocation.
These controls can be especially useful for advertisers who want to test secondary channels such as Search Partners and the Google Display Network in a controlled way.
But remember that the new features won't produce the same result in every campaign, that budget allocation limits aren't guaranteed and that limitations vary by campaign type.
The soundest approach is to analyse your current channel performance, test the new controls in suitable campaigns and base budget decisions on real conversion results.
And if you have Search campaigns using Display Expansion, it's important to review their settings before the February 2027 transition.
Sources
Google: Guide Your Campaign Spending with New Priority and Allocation Features (14 October 2026)
Google Ads Help: About Channel Prioritization and Budget Allocation
Search Engine Journal: Google Ads Introduces Channel Prioritization and Budget Allocation
Search Engine Land: Google Ads Introduces Channel Prioritization and Budget Allocation Controls
