Google Ads ends automatic 50% budget split from Search to Display campaigns
By Eric MandellReported by Paid Media News
55
News
TLDR
Google is discontinuing a backend setting that automatically allocated 50% of unused Search budget to Display campaigns in February 2027.
Google has confirmed it will end Display Expansion, a feature that automatically allocated half of any unused Search campaign budget to Display placements under a default 50% backend split. The change takes effect in February 2027, leaving marketers to manually set their own budget allocation split once the automatic system is discontinued.
Topics:Paid Search & Advertising
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