Google Ads is rolling out two new optional campaign controls: Channel Prioritization and Budget Allocation. These optional features are designed to give you more flexibility over where your campaign budgets go across Google Channels, the Google Display Network and Google Search Partners – moving beyond binary opt-out choices. 👇

1️⃣ Channel prioritization: You can designate the Display Network, Search Partners and Google Channels as “High priority” or “Low priority.” The system will fully fund your high priority channels first (within your target CPA or ROAS goals) before directing any remaining budget to lower-priority channels. 2️⃣ Budget allocation: For any channel you designate as "Low priority," you can also set an optional, percentage-based daily budget cap. This allows you to test and expand reach on secondary channels or channel groupings within clear spending limits. 2/

🧐 Now let’s get into the weeds: -> What are the channel options by campaign type? - Search: Adjust priorities for Google Search, Search Partners, and GDN. - Shopping: Adjust priorities for Google Search and Search Partners. - PMax: Adjust priorities for "Google channels" (Search, YouTube, Gmail, Discover, and Maps prioritized together as a single setting), Search Partners, and GDN. - Demand Gen: Adjust priorities for "Google channels" and GDN. Existing channel controls are unchanged. 3/

-> How do channel prioritization and budget allocation work with Smart Bidding strategies? - Max conversions/Max conv value: Channel prioritization steers spend to "High priority" channels first before allocating any remaining budget to lower-priority ones. - Target CPA/ROAS: When campaigns using a target aren’t limited by budget (recommended), channel prioritization alone won't change spending behavior because the bidding system naturally attempts to capture all eligible conversion volume at your target across opted-in networks. Use budget allocations to control spend on lower-priority channels. When campaigns using a target are limited by budget, spend will flow to High priority channels first. If additional spend on those channels would exceed your target, your budget will shift to Low priority channels when predicted to deliver conversions at/better than your target. Budget allocation caps are respected. 4/

-> Where do I manage these settings? You’ve got options. - Account-level: Apply defaults across your entire account per campaign type. - Campaign-level: Override account defaults at the campaign level. - Shared Budgets: Fully compatible and supported when using shared budgets. -> How can I manage these settings and when will they be available? - They are supported via the Google Ads API at launch, with Google Ads Editor support coming soon. - Settings are fully testable using campaign Drafts & Experiments. - They’ll be rolling out globally over the coming months. 5/

⏩ Let me know what you think and if you’ve got any questions. Check out the blog post: 6/6

Love it, wish we could also set bid adjustments (those were good old days)

Big win for PMax.

nice move, gives control over spend allocation. will test on PMax soon

Will it still be possible to completely remove those placements?

Hi Kanish, This doesn’t change anything in regards to individual placement controls. At the channel/channel grouping level, you will have the option to set a budget allocation for those designated as lower-priority to 0% if desired.

@TheMarketingAnu Jesusss! This is life! Thank you Google

Thank you! Will the channel sliders be rolling out shortly as well?

@grok can I run Google ads for my D2C ecom brand with an official MCP? How easy is it to setup with Claude?

Hye plss help me

Great addition

Glad to hear it!

channel prioritization sounds like it’ll finally stop eating my budget into random display network slots