Demand Gen Campaigns 2026: Your Display Ads Are Moving

Your Display campaigns are being migrated into Demand Gen, and Google has told you exactly what you will lose. It has not told you when.

The migration page lists three phases. Only the first one has a date. June 2026 was the phased rollout of the migration tool. The other two, when new Display campaigns can only be created inside Demand Gen, and when remaining campaigns are migrated automatically with no action from you, are both labelled “Coming later” with nothing attached (Google Ads Help 17051545). Google’s own announcement says the transition is “expected to complete by 2027” (blog.google, 26 May 2026).

So the practical position is this: an automatic migration is coming, you cannot plan around a date, and the things it breaks are things you have to remove before it happens rather than after. We read 18 pages ranking for Demand Gen queries. Several cover the announcement. None turns Google’s list of unsupported features into something you can actually audit an account against.

Three other things are worth knowing before you spend anything here. Two are settings you do not get. The third is a setting Google’s documentation says you do not get, and you do:

• You cannot cap frequency. Google’s answer to whether you can control impression frequency is one word: “No.”
• Google’s documentation on placement exclusions is wrong. Its FAQ says they are not generally available at campaign or ad group level. They are, they work, and we use them. More on that below.
• Lookalike segments stopped being a targeting constraint. The reach tier you pick is now a suggestion, and getting the old behaviour back means submitting a form.

This page is written by Ishant Sharma, who runs Google Ads for ecommerce, local service and SaaS accounts at Hustle Marketers. Every claim is sourced to a Help article ID so you can check it, and where a widely repeated figure does not survive checking, we say so.

Last verified: 14 September 2026.

What is a Demand Gen campaign?

Demand Gen is Google’s campaign type for visual, feed-style advertising across Google’s own surfaces plus the Display Network. You supply images, videos, headlines and descriptions, pick audiences, and Google assembles and places the ads.

It is the successor to Discovery campaigns, which no longer exist. It is now also the destination for Display campaigns and for Video action campaigns, both of which are being folded into it. That makes Demand Gen less a campaign type you choose and more the place everything visual is ending up.

Where do Demand Gen ads show?

Two things worth correcting here, because several of the 18 pages we read get them wrong.

The Display Network is a channel control, not a fixed part of the package. Google’s channel controls page lists it as “(Optional) Include the Google Display Network”, and states that “Demand Gen Channel controls are set at the ad group level” (Google Ads Help 15973205). Leave channel selection on all Google channels and it is included. Choose your channels and it is a checkbox you can untick, per ad group.

Google’s migration pitch is that advertisers “adding GDN in Demand Gen campaigns see a 9.5% increase in ROI” (blog.google, 26 May 2026). Treat that as vendor data about its own product, and note the word “adding”, which tells you it is a control rather than something already switched on everywhere.

Demand Gen does not run on Google Search. YouTube Search is a Demand Gen placement; Google Search is not. If someone is telling you it replaces Search or captures search intent, it does neither. It is demand creation, which is the clue in the name.

One restriction most pages omit: ads in sensitive categories are generally restricted to YouTube inventory and are not eligible on Gmail or the Display Network. If you work in a regulated vertical, your effective inventory is a fraction of what the channel list suggests.

What happened to Discovery campaigns?

They became Demand Gen. Discovery was replaced during 2023 and 2024 and you cannot create one. If a guide is walking you through creating a Discovery campaign, it has not been revised in over two years, which tells you what else on it may be stale.

The same applies to Video action campaigns. Creation was removed in April 2025 and Google upgraded the final campaigns into Demand Gen by April 2026. Any page listing VAC as a live choice is out of date.

What happens to your Display campaigns?

They get migrated into Demand Gen. The only question is whether you do it deliberately or it happens to you.

Which Display features do not carry over?

Google publishes the list. Nobody has turned it into an audit, so here it is as one, with what to do about each.

HTML5 and third-party ads are listed as coming soon, and unlike the migration phases these do carry a date: Google notes both as planned for late 2026. So if your Display creative is HTML5, you have no home for it today, but you may not need to rebuild it permanently. Weigh an interim static replacement against a full rebuild accordingly, and treat “planned” as a plan rather than a commitment.

The observation row is the one to read twice. Observation is how most competent accounts apply audiences: you attach them to see how they perform without narrowing delivery. Losing it means every audience decision in Demand Gen is a targeting decision, which is a different way of running a campaign, not a smaller version of the same one.

What survives the migration?

More than people expect, and this part is genuinely well handled.

• Performance history going back 42 days transfers, which Google says cuts relearning to roughly one to two days rather than starting from nothing.
• Your audiences carry over, with the exception of combined audiences.
• The original campaign is kept. It moves to Removed status and stays in the account for reporting for up to five years.
• The migrated campaign is renamed with a “#2” suffix, so you will see “Your campaign name #2” sitting beside the original.

That naming detail matters more than it looks. If you report to clients on campaign names, every Display line in every saved report and dashboard is about to change. Fix your reporting before you migrate, not after someone asks why a campaign disappeared.

Should you migrate now or wait for the automatic migration?

Migrate deliberately, and here is the reasoning rather than an assertion.

The case for doing it yourself: you choose the timing, you remove the unsupported features in a controlled way, you fix reporting first, and you are present when it happens. The automatic phase has no published date, so waiting means it lands on a day you did not pick.

The case for waiting: if a Display campaign is performing and depends on something on the lost list, every week you keep it is a week of performance you would otherwise give up. That is a real argument, and it has an expiry date you cannot see.

What we do: audit first, migrate the campaigns that lose nothing, and hold the ones that depend on Manual CPC, pay for conversions or observation until we have rebuilt them properly.

Two practical notes. Migrate at a low traffic hour, because budget behaviour on migration day is not clean. And expect the migrated ads to go through policy review again as new ads, so build in a serving gap rather than being surprised by one.

Do lookalike segments still work as targeting?

Not by default, and none of the 18 pages we read mentions it.

Lookalike segments let you reach people similar to a seed list, at a reach tier you choose: narrow, balanced or broad. The tier used to be a boundary. Google now describes the default behaviour as evolving “towards a suggestion mode”, and offers a way to “retain the original Lookalike segments behavior as a Targeting Constraint by opting-out of the new update” (Google Ads Help 16902001).

Read what that implies. If you picked narrow because you wanted a tight audience, you no longer have one unless you have opted out. The tier is an input to the model, in the same way Performance Max audience signals are. Trade coverage puts the change at March 2026; Google’s page documents the behaviour and the opt-out but does not give a date, so we are not going to assert one.

How do you opt out of lookalike suggestion mode?

Through a form, linked from that Help page. There is no toggle in the interface at the time of writing.

That is worth planning around rather than discovering. If your account depends on lookalike reach being a real boundary, submit the opt-out before you build the campaign, not after you notice the audience is wider than you asked for. Allow time for it to be processed.

What is the minimum seed list size for a lookalike segment?

Google states that “the sum of all your submitted seed lists must be over 100 active matched people”. That is a low bar, and lower than the figure a lot of guides quote. The underlying lists are subject to the same audience mechanics covered in our Google Ads remarketing guide, so if your seed list is not growing, that is where to start.

Can you control where Demand Gen ads appear?

Partly, and the limits are sharper than the category admits. This is the section to read before you put a brand-sensitive client into Demand Gen.

Can you control frequency in Demand Gen?

No. That is Google’s own answer, verbatim, to that exact question: “No. The system automatically controls impression frequency to show your ad to the right people, at the right time, and the right number of times” (Google Ads Help 14509385).

There is no frequency cap. There is no frequency target. The practical consequence, and it is one nobody writes down: if you also run Performance Max, the same person can be served by both and neither dashboard shows the combined frequency. Your real per-user exposure is higher than any single campaign report suggests, and you have no lever to bring it down except budget.

How do you control brand safety in Demand Gen?

Two levels, and this is the part where Google’s own documentation does not match the product.

What Google says. Its Demand Gen FAQ states that you manage content exclusions on the Content Suitability page at account level, that “the core suitability settings (inventory type, content types. and labels) will not be available at the campaign level”, and that “Topics and placement exclusions will not be generally available at the campaign or ad group levels” (Google Ads Help 14509385).

What is actually true. You can exclude placements on a Demand Gen campaign or ad group, and it works. We do it in client accounts. The Google Ads API supports negative placement, YouTube channel, YouTube video and mobile application criteria at campaign, ad group and customer level (Google Ads API criteria reference), and practitioners have been excluding YouTube channel placements in bulk on Demand Gen since at least August 2024.

Read Google’s wording carefully and the two positions are reconcilable. “Not generally available” is not the same as “not available”. Our reading is that the FAQ has simply not kept up. If someone tells you Demand Gen cannot exclude placements, check the campaign yourself before you accept it.

Should you exclude at account level or campaign level?

How we actually run it. Account level carries the standing blocklist, because it should apply everywhere and you only want to maintain it once. Campaign level carries what you find in that campaign’s placement report, treated the same way you treat search terms in a Search campaign: review, exclude the waste, repeat.

One real constraint remains. If you run several clients or several brands in one Google Ads account, the account-level list is shared across all of them. That is an argument for separate accounts rather than a reason to skip the list.

Can you choose which channels your ads run on?

Yes, and this is the control most people never find. Google’s description is that you can “choose the Demand Gen channel where your ads show so you can curate the ad experiences to align with your marketing strategy”.

Use it. YouTube in-stream, YouTube in-feed, Shorts, Discover, Gmail and the Display Network behave nothing like each other, and a single ad group spanning all of them tells you nothing about which worked. Running separate ad groups per channel is the closest thing to placement control Demand Gen offers, and it is the only way to make the reporting mean anything.

Why can you not change location or language on your campaign?

A constraint that catches people mid-flight, and it is in Google’s FAQ. “In Demand Gen, you can only set the location or language at the campaign or ad group level (never both). Edits to location and language can only be made at the level where they were set.”

So decide at build time. If you set targeting at campaign level you cannot then vary it per ad group, and the field you want to edit will not be where you expect it. Given that the advice above is to run separate ad groups per channel, think about whether those ad groups also need different geographies before you create the campaign rather than after.

Should you turn off optimized targeting?

For most remarketing and tightly targeted campaigns, yes. Optimized targeting lets Google serve beyond the audience you selected, and it is on by default.

The effect is the same one covered in the remarketing guide: you build a careful audience, Google goes outside it, and you report the result as if the audience did the work. In Demand Gen this also causes overlap with Performance Max, where the same expansion behaviour is permanently on and cannot be disabled at all.

Google positions lookalike segments and optimized targeting as complementary, and for prospecting that is fair. For anything where the audience is the point, expansion is the thing working against you.

Which bidding strategy should you use for Demand Gen?

Google’s own list is “Maximize Clicks, Maximize Conversions, tROAS, Target CPA, Target CPC, and value based bidding”. Target CPC is on that list and appears in only one of the 18 pages we read.

The common mistake is starting on Maximize conversions with no data and a small budget. The campaign has nothing to learn from and no room to learn in. Starting on Maximize clicks to build signal, then switching, is the standard practitioner route, and it works, but set a date to switch when you start or you will still be buying clicks in month three. Which strategy does what across the account is covered in our Google Ads bidding strategies guide.

What is the minimum budget for a Demand Gen campaign?

There are two numbers here and conflating them is the most expensive mistake in this topic.

These are not the same thing and the gap between them is enormous. A $5 daily budget will be accepted and will do nothing. On a $30 target CPA, Google’s own guidance points at roughly $300 a day, and practitioners running Demand Gen commercially generally talk about $100 a day as a realistic floor rather than $5.

The honest version for a client conversation: Demand Gen is not a channel you test with pocket money. If the budget available is small, a tightly run Search campaign will teach you more per dollar. Use Demand Gen when you have budget to give it and a reason to want reach.

Why is my Demand Gen campaign not spending?

The most common support question in this topic, and Google maintains a dedicated troubleshooting page for it, which tells you how common it is. Items 1, 2, 4, 5 and 7 come from Google’s page. Items 3, 6 and 8 are ours, from accounts we have debugged. Work down in order.

Number 4 catches good accounts. Excluding unknown demographics feels like tightening targeting and is actually removing a large slice of the addressable audience, because Google does not have demographic data on everyone.

What are the Demand Gen ad specs?

Table stakes, and worth getting exactly right because missing ratios cost you placements rather than just looking untidy.

Which image ratios do you need?

The 9:16 ratio is the one most spec pages we read omit. Trade coverage reported it as newly available in May 2025 and Google’s specification page gives no date, so treat the timing as trade-sourced. It is what serves in Shorts, which is where a lot of Demand Gen inventory now sits. If you supply only three ratios, you are opting out of a surface without meaning to.

What are the video requirements?

Supply portrait, square and landscape rather than one and hoping. Rough guidance that holds up in practice:

• YouTube in-stream: 15 to 30 seconds works. Longer is allowed and rarely helps.
• Shorts: vertical, under 60 seconds, and realistically 6 to 15.
• Gmail and Discover: short, under 30 seconds.
• The first three seconds decide everything. This is the one creative rule that holds across every channel here.

Google will auto-generate vertical, square and shortened versions of your videos, and those settings are on by default. That is convenient and it is also a brand control question, because a machine crop of a carefully framed shot is not always a good ad. Check the asset automation settings before you assume everything running is something you made.

How many assets should you supply?

Google recommends three images of each orientation for maximum placement coverage, and allows up to 20 image assets per ad. Recommendations are not targets. In practice a campaign with five images per ratio, three or four videos, five headlines and five descriptions has enough for the system to find something, and refreshing creative every few weeks matters more in Demand Gen than in Search because the same users see it repeatedly and you cannot cap how often.

Demand Gen vs Performance Max: which should you use?

The highest-volume comparison in this topic, and the answer is clearer than most pages make it.

The decision rule: if you want to reach people who are not looking for you yet, and you want some control over how and where, use Demand Gen. If you want Google to capture existing demand everywhere at once, use Performance Max. Running both is normal, and the thing to watch is that they overlap on the same users with no shared frequency control.

The full picture across every type is in Google Ads campaign types in 2026.

How do you see where your Demand Gen ads showed?

Better than Performance Max, worse than Display used to be.

What you get: a breakdown by format and channel, so you can see in-feed against in-stream against Shorts against Discover against Gmail against Display. That segmentation is a genuine gain over what Discovery campaigns offered and it is the first report to open.

What you do not get: the placement-by-placement granularity Display reporting gave you. You see categories and channels rather than a full site list.

What you do get, despite the documentation: the ability to act on what you see. Exclude at account level for the permanent blocklist, up to 65,000, and at campaign or ad group level for what this campaign turned up. Treat the placement report the way you treat a search terms report. It is the single highest-return recurring task in a Demand Gen account and most people skip it because a Help page told them they could not.

One reporting behaviour to check rather than assume: Demand Gen can fold view-through conversions into your headline number, but only if someone turned it on. Google’s default is off. Its documentation states that “New and existing campaigns will have VTC optimization disabled by default” (Google Ads Help 16399666).

Enable it and biddable view-through conversions enter the Conversions column, which makes the campaign look better against a click-based comparison. Check the setting before you compare Demand Gen to Search, because the two columns may not be counting the same thing. The wider method is in our PPC reporting guide.

How do you A/B test a Demand Gen campaign?

Demand Gen supports experiments, which is more than can be said for some campaign types, and there are two useful forms.

• A/B experiments split traffic between a control and a variant so you can test a real change, such as audience strategy or bidding.
• Asset tests compare creative within the campaign.

The discipline matters more than the tool. Decide the duration before you start, do not stop when it looks good, and be honest about whether you have the conversion volume to resolve anything. A campaign producing thirty conversions a month cannot resolve a ten percent difference, and running the test anyway produces a confident wrong answer rather than no answer.

And if view-through conversion optimisation has been switched on, decide before the test which conversion definition you are judging it by. Changing that halfway through is how a losing variant becomes a winner.

Is Demand Gen worth it?

Sometimes, and the honest answer needs both halves.

The case for it. It reaches people before they search, it learns faster than Display did, and the channel and format reporting is genuinely better than what came before. For ecommerce and consumer brands with decent creative, it works. And increasingly the question is moot, because Display is being folded into it and the choice is being made for you.

The case against, and it needs its date attached. The most careful public head-to-head we found is Gianpaolo Lorusso’s test for Adworld Experience, which ran Demand Gen against a professionally built Display campaign at matched budgets of about 20 euros a day each over roughly five weeks (Adworld Experience, 22 February 2024). Demand Gen produced more conversions at lower cost. It also produced a slightly lower percentage of engaged sessions in analytics, on placements that were almost entirely YouTube, while the Display campaign drew on roughly 500 placement exclusions built from earlier testing.

Note the date. That test predates the Display Network integration, ad group channel controls and the migration itself. Read it as a directional result about how the two channels buy attention, not as a current benchmark.

Both of those are true at once, and that tension is the real story. More conversions alongside weaker engagement is roughly what you would expect from a channel where you cannot cap frequency and where the placement mix is heavily weighted to one surface. The exclusion work is what closes that gap, which is why it matters that the documentation talks people out of doing it.

What we do: run Demand Gen where reach is the objective and the creative is good enough to earn attention, judge it on click-based conversions, and on incrementality, which means whether those conversions would have happened anyway, rather than on the default column, and keep expectations honest with the client about what can and cannot be controlled. If someone needs tight placement control for brand reasons, Demand Gen is the wrong channel and no amount of setup fixes that.

What should you check before your Display campaigns migrate?

A pre-migration audit, built from Google’s own list of unsupported features. Work through it per campaign.

The account-level version of this is in the 120-point Google Ads audit checklist.

What are the most common Demand Gen mistakes?

• Waiting for the automatic migration. Two of the three phases have no date. You will not get to choose the day.
• Migrating a Manual CPC or pay-for-conversions campaign without rebuilding it. The bidding model is gone, not converted.
• Believing Google’s FAQ about placement exclusions. It says they are not generally available at campaign or ad group level. They work. Not excluding placements is the most expensive thing on this list.
• Assuming observation still exists. In Demand Gen you target or you do not.
• Trusting your lookalike reach tier. It is a suggestion unless you have opted out through the form.
• Leaving optimized targeting on a remarketing campaign. Google serves outside your audience and you report it as remarketing.
• Testing with a $5 budget. That is a validation floor, not a delivery floor.
• Comparing the conversion column to Search without checking the view-through setting. View-through optimisation is off by default, but if someone enabled it those conversions are in your headline number.
• Supplying three image ratios. The fourth, 9:16, is what serves in Shorts.
• One ad group across every channel. You learn nothing and you control nothing.
• Excluding unknown demographics. It feels like precision and it is a large cut in reach.
• Expecting frequency control. Google’s answer is “No”, and Performance Max is hitting the same people.

Frequently asked questions

What is a Demand Gen campaign in Google Ads?

A visual, feed-style campaign type running across YouTube including Shorts, Discover, Gmail, the Google Display Network and Google video partners. You supply images, videos, headlines and descriptions, choose audiences, and Google assembles and places the ads. It replaced Discovery campaigns, and Display and Video action campaigns are being folded into it.

Does Demand Gen run on Google Search?

No. It is a demand creation channel, not a demand capture one. If you need to reach people actively searching, that is a Search campaign.

What happens to my Display campaigns?

They are being migrated into Demand Gen. Google began a phased rollout of a migration tool in June 2026. Two further phases, blocking new Display campaign creation and automatically migrating what remains, are both listed as “Coming later” with no date, and Google’s announcement says the transition is expected to complete by 2027.

Which Display features do not carry over to Demand Gen?

Google lists Manual CPC, Viewable Impressions bidding, pay for conversions, bid adjustments, seasonality adjustments, portfolio bidding, combined audiences, the observation setting for non-demographics, and Brand Lift and Search Lift for Display Network inventory. HTML5 and third-party ads are listed as coming soon. Placement exclusion lists do not transfer with the campaign, so rebuild the permanent ones on the account list.

Will I lose my performance history when I migrate?

No. Performance history going back 42 days transfers, which Google says reduces relearning to roughly one to two days. The original campaign moves to Removed status and stays in the account for reporting for up to five years. The migrated campaign is renamed with a “#2” suffix, so update any report that references campaign names.

Do lookalike segments still work as targeting?

Not by default. Google describes the default behaviour as evolving towards a suggestion mode, and offers a way to retain the original behaviour as a targeting constraint by opting out. The opt-out is a form rather than a setting, so submit it before you build the campaign if you need the reach tier to be a real boundary.

What is the minimum seed list size for a lookalike segment?

Google states the sum of all submitted seed lists must be over 100 active matched people.

Can I control how often people see my Demand Gen ads?

No. Google’s answer to that question is “No. The system automatically controls impression frequency.” There is no cap and no target. If you also run Performance Max, the same person can be reached by both with no shared frequency control.

Can I exclude placements in Demand Gen?

Yes, at both levels, and this is a case where Google’s documentation is behind the product. Its FAQ says “Topics and placement exclusions will not be generally available at the campaign or ad group levels”. In practice campaign and ad group exclusions work, the Google Ads API supports negative placement, YouTube channel, YouTube video and mobile application criteria at campaign, ad group and customer level, and practitioners have been doing it since at least 2024. Use the account list, capped at 65,000, for your permanent blocklist, and campaign level for what that campaign’s own placement report turns up. Note that core suitability settings such as inventory type and content labels genuinely are account level only.

What is the minimum budget for a Demand Gen campaign?

Two different numbers get confused here. There is a validation floor of 5 USD a day, or local equivalent, enforced through the Google Ads API from 1 April 2026, which is the point below which a new or edited budget is refused. Campaigns already running below it keep serving until you edit the budget or the dates. And there is delivery guidance of roughly ten times your target CPA, which is the point below which the campaign cannot learn. A $5 budget will be accepted and will not work.

Why is my Demand Gen campaign not spending?

Usually budget far below ten times target CPA, or a target CPA set too low to enter auctions. After that: an audience too small, unknown demographics excluded, New Customer Acquisition combined with a lookalike, incomplete creative ratios, or conversion tracking not firing.

Which bidding strategies can I use?

Google lists Maximize Clicks, Maximize Conversions, Target ROAS, Target CPA, Target CPC and value based bidding. Target CPC is genuinely available and missing from most guides. Manual CPC, viewable CPM and pay for conversions are not available.

What image sizes do I need?

Four ratios: 1.91:1 landscape at 1200 by 628, 1:1 square at 1200 by 1200, 4:5 vertical at 960 by 1200, and 9:16 portrait at 1080 by 1920, plus a 1:1 logo at 1200 by 1200. The 9:16 is the one most spec pages omit and it is what serves in Shorts.

Demand Gen or Performance Max?

Demand Gen to reach people who are not searching for you yet, with real audience targeting, channel selection and the ability to turn optimized targeting off. Performance Max to capture existing demand across every surface including Search and Shopping, with far less control and audience signals that are not targeting. Running both is normal; the overlap on the same users with no shared frequency control is the thing to watch.

Do Discovery campaigns still exist?

No. Discovery was replaced by Demand Gen during 2023 and 2024. Video action campaigns are gone too, with creation removed in April 2025 and the final campaigns upgraded into Demand Gen by April 2026.

Is Demand Gen worth it?

For reach-led objectives with good creative, often yes. Check whether view-through conversion optimisation has been enabled before you compare its conversion column to Search, and be realistic that you cannot cap frequency. Placement exclusions do work at both account and campaign level, whatever the FAQ says, so brand-sensitive advertisers have more control here than the documentation suggests.

How we checked this

We read 18 pages ranking across seven Demand Gen queries in full and recorded what each covers, omits and gets wrong. Every quotation from Google was verified against the Help article cited, and the article ID is given so you can check it.

We also went outside the search results, to Google’s API documentation and developer forum and to independent tests, because the operational detail on reporting limits and migration behaviour is not in the marketing guides.

Four honest notes:

• We corrected one claim we found on several of the 18 pages we read. Some coverage describes the Google Display Network as automatically included in Demand Gen. Google’s channel controls page lists it as “(Optional) Include the Google Display Network”, set at ad group level, so it is a control you can untick rather than a fixed part of the inventory.
• We went against Google’s documentation once, deliberately. Its FAQ says placement exclusions are “not generally available at the campaign or ad group levels”. We publish the opposite, because campaign and ad group exclusions work in the live accounts we manage, because the Google Ads API documents negative placement, YouTube channel, YouTube video and mobile application criteria at campaign, ad group and customer level, and because practitioners have been excluding Demand Gen placements in bulk since at least August 2024. Where a Help page and a working account disagree, we go with the account and show you both.
• We have not dated the lookalike change. Trade coverage places it in March 2026. Google’s page documents the behaviour and the opt-out without giving a date, so we describe the behaviour and leave the date to the sources that claim it.
• Vendor figures are labelled as vendor figures. The 9.5 percent ROI increase for adding the Display Network is Google’s own number about its own product.
• The independent comparison we cite is small and it is old. One test at about 20 euros a day over five weeks, published February 2024, before the changes described above. We name and link it so you can weigh it yourself. We use it because it is the most transparent public evidence we found, not because it settles anything.

Last verified: 14 September 2026. This area is mid-migration and two of its three phases have no published date, so check the linked sources before quoting a timeline in a client document. We re-verify this page quarterly.

Want your Display migration handled?

The two findings we make most often are a Display campaign sitting on a bidding model that does not survive the migration, and a Demand Gen campaign that has never had a single placement excluded, because a Help page said it was not possible.

Ask us to audit your campaigns before they migrate, or work through the account yourself with the 120-point Google Ads audit checklist. If ad copy is next, our responsive search ads guide covers what Google now decides for you there. For online stores, the structure we use is in ecommerce PPC management.