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Yes, but not as independent hard budgets inside every campaign. Beginning October 15, 2026, eligible Google Ads campaigns can prioritize channels and assign a desired percentage of the average daily budget to selected low-priority channels. The setting is best effort, not a guaranteed cap. If you need firm, independently controlled Search, YouTube, Display, or other media budgets, separate campaigns remain the clearest structure.
What “separate channel budgets” means in Google Ads
Google’s new channel-prioritization controls let eligible campaigns rank channels as High or Low priority. High-priority channels are considered first. A low-priority channel can receive a desired daily allocation percentage calculated from the campaign’s average daily budget.
This is spend steering within one campaign, not a set of guaranteed sub-budgets. Google evaluates available traffic and campaign goals, so the amount delivered to a low-priority channel can differ from the percentage you enter. A setting of 0% tells Google not to spend on that channel.
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Which channels can be controlled by campaign type?
The available surfaces differ substantially among campaign types. The following table reflects the 2026 rollout description; an account may not yet show every option.
| Campaign type | Channels covered | What you can do | Important limitation |
|---|---|---|---|
| Search | Google Search, search partners, Google Display Network | Prioritize channels and assign allocation percentages to low-priority channels | Controls apply only where the account has received the rollout |
| Shopping | Google Search and Google search partners | Prioritize the listed channels and allocate a percentage to a low-priority channel | No separate control is listed for the Google Display Network |
| Performance Max | “Google channels” (Search, YouTube, Maps, Gmail and Discover), plus search partners and Google Display Network | Assign search partners and the Display Network separately; prioritize the available channel groups | Search, YouTube, Maps, Gmail and Discover remain grouped as Google channels |
| Demand Gen | Supported Demand Gen channels | Use channel prioritization | Budget-allocation percentages are not supported |
Because the Performance Max grouping combines several major environments, it does not provide a separate in-campaign budget for Search versus YouTube, Maps, Gmail or Discover.
How the allocation percentage is calculated
A low-priority percentage is based on the campaign’s average daily budget, not on what the campaign actually spends that day. Google’s example is straightforward: 5% of a $1,000 average daily budget equals a $50 daily target allocation for that channel.
The percentage functions as a best-effort upper bound. Delivery can exceed it, including on a day when the campaign spends more than its average daily budget through Google’s normal overdelivery behavior. Treat the setting as a steering target for planning and optimization rather than an accounting guarantee.
- High priority: the channel receives consideration before low-priority channels.
- Low priority with a percentage: Google tries to keep the channel at or below the requested share of the average daily budget, subject to eligible traffic and campaign goals.
- 0%: Google will not spend on that channel.
How to configure channel priorities
The controls are available only in accounts and campaign types included in the rollout. The labels can therefore differ by account. Use this workflow in Google Ads or Search Ads 360:
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- Open the eligible campaign and its budget or channel-settings area.
- Look for the channel-prioritization control. Review the channels listed for that campaign type rather than assuming every Google surface is available.
- Mark the channels that must receive investment first as High priority.
- Set other eligible channels to Low priority and enter the desired allocation percentage where the interface offers it.
- Enter 0% for a supported channel you want excluded from delivery.
- Save the change, then monitor spend by channel and the campaign’s total delivery over several days. The setting is best effort, so evaluate actual results instead of assuming the percentage was met exactly.
If the control is absent, the campaign may not be eligible yet, the campaign type may not support allocation percentages, or the account may be outside the current rollout. Google has stated that API and Editor support is forthcoming, so those tools may not expose the setting initially.
Can you set separate budgets for Search and YouTube?
Not as two guaranteed budgets inside one Performance Max campaign. Performance Max is designed to maximize overall campaign performance across all channels, not the performance of any single one. Search, YouTube, Maps, Gmail and Discover are grouped as Google channels, so a single campaign budget can move among them.
If Search and YouTube require independently enforced limits, create separate campaigns whose budgets can be changed without affecting the other channel. This also gives each campaign its own bidding context, reporting, schedule and optimization decisions. The trade-off is additional setup and management.
How to stop Performance Max from spending on Display
Where the new control is available, Google lists the Google Display Network as a separately assignable Performance Max channel. Set that channel to 0% to prevent spend on it. If the account does not expose the control, you cannot rely on a standard Performance Max budget setting to create a Display-only cap; use a campaign structure that gives the major media environments their own budgets instead.
Remember that setting Display to 0% does not split the grouped Google channels. Search, YouTube, Maps, Gmail and Discover remain together under the Google channels grouping.
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Can you cap search partners at a percentage?
Search campaigns and Shopping campaigns list search partners among their controllable channels. If the rollout is active for the campaign, mark search partners as Low priority and enter the desired percentage. For example, with a $1,000 average daily budget, a 5% setting represents a $50 daily target allocation under Google’s calculation.
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When separate campaigns are the better answer
Use separate campaigns when a channel needs a firm planning envelope, a distinct bid strategy, or a different conversion goal. This is especially important when finance or compliance requires an independently auditable limit for each major media environment.
| Structure | Channel control | Budget behavior | Optimization scope | Operational cost |
|---|---|---|---|---|
| One eligible campaign with channel controls | Priorities and, for supported low-priority channels, allocation percentages | Best-effort steering from one average daily budget | Campaign can optimize toward its overall goal | Lower setup and reporting overhead |
| Separate campaigns by channel | Each campaign has its own channel scope and budget | Independent campaign budgets; easier to enforce internal limits | Optimization and bidding are separated | More campaigns, settings and maintenance |
| Shared budget across campaigns | Depends on each linked campaign’s channel settings | One pool can move among campaigns as Google finds opportunities | Shared budget is optimized across the linked campaigns | Centralized budget management, less predictability per campaign |
| Campaign total budget | Does not create separate channel budgets | Controls the campaign across a defined start and end date | Campaign remains free to optimize within its eligible channels | Useful for flight-level planning |
Separate campaigns do not automatically guarantee identical delivery to a planned daily figure; they do provide distinct budget settings and clearer accountability for each channel.
How shared budgets change the decision
A shared budget is one average daily budget available to multiple campaigns. Google can reallocate unused capacity among those campaigns to maximize results. That behavior is useful when the campaigns have interchangeable goals, but it works against strict per-campaign or per-channel limits.
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Channel-prioritization settings on shared budgets require the linked campaigns to use identical campaign types. The controls treat the shared budget as one pool across those campaigns, so assigning a percentage does not turn each campaign into an isolated spending account.
- Choose a shared budget when moving money between similar campaigns is desirable.
- Avoid it when each campaign needs a separately reconciled ceiling.
- Check that all linked campaigns meet the identical-campaign-type requirement before applying channel controls.
What campaign total budgets do—and do not do
Campaign total budgets are duration-based controls, separate from daily channel allocation. Google supports them for Demand Gen, Search, Standard Shopping, Performance Max and YouTube campaigns with defined start and end dates.
For a total-budget campaign, Google states that an advertiser may be billed only up to the amount entered for the campaign even when traffic delivery varies; overdelivery credits are calculated from the total budget. This protects the campaign’s flight-level ceiling, but it does not create separate Search, YouTube, Display or partner budgets inside one campaign.
Use a total budget for a fixed promotion or flight. Use separate campaigns when the requirement is independent control of major channels. They solve different problems.
A practical structure for common requirements
“I want Search to receive most of the money, but I still want partner coverage.”
In an eligible Search or Shopping campaign, set Search to High priority and search partners to Low priority with a chosen percentage. Track the actual split because the percentage is calculated from average daily budget and can be exceeded during overdelivery.
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“I need Search and YouTube to have separate finance limits.”
Use separate campaigns. Performance Max’s grouped Google channels cannot provide independently guaranteed Search and YouTube budgets.
“I want Performance Max to avoid Display.”
If the control is present, set Google Display Network to 0%. If it is not present, restructure into campaigns that provide the required channel separation rather than assuming the shared Performance Max budget will stay off Display.
“I am running Demand Gen and want percentages by channel.”
Demand Gen supports channel prioritization, but not budget-allocation percentages. Use priorities where available, and use separate campaigns if a channel needs its own budget.
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“I need one ceiling for an eight-week promotion.”
Set a campaign total budget with start and end dates on a supported campaign type. Add separate campaigns if the promotion also requires independent channel ceilings.
Monitoring and troubleshooting
The channel option is missing
- Confirm that the campaign type supports the control you need.
- Check whether the account has received the rollout; availability varies by account and timing.
- For Demand Gen, do not expect allocation percentages—the feature supports prioritization only.
- Remember that API and Editor support is still forthcoming; use Google Ads or Search Ads 360 while those integrations are unavailable.
Actual spend is above the percentage
Verify that you are comparing delivery with the average daily budget, not with that day’s spend. The percentage is a best-effort upper bound, and Google warns that daily spend can exceed the allocation, including when the campaign spends above its average daily budget.
The campaign still spends on an unwanted surface
Check that the channel was assigned 0% rather than merely marked Low priority. Low priority still permits delivery after high-priority demand is considered. If the channel is part of a grouped Performance Max category, the available control may not separate it from the other grouped surfaces.
A shared budget is spending unevenly
That is expected behavior: Google can move unused capacity among linked campaigns. Replace the shared budget with individual campaign budgets when predictable allocation is more important than pooled optimization.
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Bottom line for account planning
Google Ads now offers meaningful channel steering, but the controls do not turn every campaign into a set of hard channel wallets. Use High and Low priorities, percentages and 0% exclusions when best-effort allocation is acceptable. Build separate campaigns for independently controlled Search, YouTube, Display or other major media budgets. Treat shared budgets as pooled money and total budgets as date-range ceilings; neither substitutes for channel-level campaign separation.
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