New Google Ads settings in autumn 2026: what to watch
In autumn 2026 Google Ads added automatic promotions pulled from websites and new channel priority settings. Some changes switch on without your involvement, so it's worth checking your account.
Promotions from your website
According to industry publications, from 12 October Google Ads began automatically finding coupons and promotions on websites and adding them to campaigns. This applies to Search and Performance Max campaigns with linked location assets and no promotion assets of their own. You can opt out.
For a business this is a risk: an old promotion may appear in your ads if it's still on your website. Check what Google is showing on your behalf.
Channel priorities
In October Google announced channel priority and budget allocation settings for Search, Shopping, Performance Max and Demand Gen campaigns. According to agencies, all channels have high priority by default, so without adjustment the budget may be split differently from what you expect.
The Display Network in Search campaigns
According to industry publications, the existing Display Network spend controls in Search campaigns are set to be removed, with February 2027 as the expected date. If you don't want impressions outside search, keep an eye on this setting.
What to do now
- Check the promotions the system may have added automatically
- Remove outdated offers from your website
- Look at how spend is split across channels
- Compare results with leads, not clicks
- Google can add promotions from your website by itself
- Outdated promotions should be removed from your website
- Compare results with leads, not clicks
Updated 9 November 2026
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