Google Ads: channel priority and budget, what changed

What did Google Ads announce on October 14, 2026?

Google published it on its official blog and details it in its Help Center. This table includes only what Google confirms.

What happens in February 2027 with the Display Network in Search?

Google says that from February 2027 the current spend allocation in Search campaigns with Display turned on is removed and those campaigns move to the new system; spend may shift between Search, search partners and Display. To keep today's setup, Google proposes setting the Display Network to low priority with a 50% daily allocation.

Two details from Google's help page: before that date, Search campaigns that do not set priorities keep working as today, and those that do use the new settings right away. Also, the Display Network will stop serving on Search campaigns using the Target Impression Share bidding strategy.

The trade outlet PPC Land (October 24, 2026) adds a nuance: according to Google's own help page, the previous 50% was applied "in the backend" and was not visible in the interface, and Google does not say whether an account that does nothing will automatically get that 50%. That is not confirmed.

What does this mean for a Colombian small business?

This is our opinion, not a Google fact: the news is good because it gives control over a split that used to be invisible. For a small business with a tight monthly budget, every peso that goes to a lower-intent channel is one less for people already searching for what you sell. Being able to cap Display is a useful tool, not an obligation.

Two honest warnings: Google does not say when it will reach each account or whether there are differences by country, and the caps are best-effort, so spend may occasionally exceed them according to PPC Land. If you already work with an agency, ask how your account will look before February.

If you are still deciding between channels, our comparison of Meta Ads and Google Ads for small businesses can help.

What should you review before February 2027?

• Check whether your Search campaigns have the Display Network turned on; those are the ones that change in February.
• Look at how much of your spend went to each network (Search, search partners and Display) in recent months.
• If you use Target Impression Share, note that Display will stop serving on those campaigns.
• Decide whether you want to keep today's behavior (Display at low priority with 50%, what Google suggests) or test another cap, measuring the effect.
• If your account sits under a manager account, remember the setting is made in each client account or campaign.

What do we still not know?

If you want us to review how your campaign spend is split, +Melo Agency manages Google Ads and can walk you through the review. Request a quote on WhatsApp.

• When the controls will appear in each account: Google says the rollout is progressive.
• Whether the February migration will automatically apply 50% at low priority to those who do nothing (PPC Land notes Google does not clarify).
• Whether there will be differences for Colombia: Google speaks of a global rollout without listing countries.