News · IT projects in retail
Google Ads: new rules for Display budgets
In short
Google Ads will let you rank channels as more or less important and set limits for their budget. If the Display Network is switched on in your Search campaigns, you should adjust it by February 2027.
How the change works
- 1. Rank your channelsYou can mark ad inventory as “high priority” or “low priority”.
- 2. Set limitsFor lower-priority channels you can set a spending limit.
- 3. Check the Display NetworkIf you use it in Search campaigns, Google says to set it to “Low priority” with a 50% budget share by February 2027 to keep your current setup.
- 4. Global rolloutAccording to Google, the features will roll out worldwide over the coming months.
What does this mean for your company?
If you run Google Ads, the first step is to review the Search campaigns where the Display Network is active. Then you can decide deliberately whether this channel should keep running and with what share of the budget.
Frequently asked questions
Who is affected?
Mainly companies that have switched on the Google Display Network in their Search campaigns.
By when should I act?
Google names February 2027 if you want to keep your current setup.
How JJW helps
IT projects in retailOur AI training and consulting help teams understand automated ad budgeting.
See retail IT services →Source: Google Ads & Commerce Blog, 14 October 2026
As of 20 October 2026