Google Ads to End Automatic 50% Display Budget Split for Search Campaigns in 2027
· 2h ago · Originally reported by PPC Land
Google Ads will discontinue its backend rule that automatically allocated up to 50% of unused Search campaign budgets to Display Expansion starting February 2027. The change means advertisers will have more control over how their budgets are distributed between Search and Display placements.
Why it matters
This update affects how advertisers manage their campaign budgets, potentially improving transparency and control over ad spend. It matters because budget allocation impacts campaign performance and return on investment.
Explain it like I’m new here
It's like Google stopping an automatic rule that let half your leftover lunch money be spent on snacks, so now you decide where it goes.
Terms in this story
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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