Google Ads is officially retiring standalone Display Network campaign types, initiating a significant consolidation within its advertising platform. This update means advertisers will eventually manage Google Display Network inventory through the Demand Gen campaign workflow, rather than the traditional standalone Display setup. The transition is set to unfold in phases, continuing through 2027.
Display Network campaigns to consolidate into Demand Gen workflow through 2027.
While Google confirms that Display inventory itself is not disappearing, its management will be centralized within Demand Gen campaigns, alongside YouTube, Discover, Gmail, and Google Maps inventory. Advertisers migrating to Demand Gen will gain access to several new features previously unavailable in traditional Display campaigns. These include carousel ads, expanded video ad formats, lookalike segments, generative AI image tools, and new bidding options like target CPC and campaign total budgets.
The migration process will commence in June 2026, when eligible advertisers will begin to see a migration tool within Google Ads for existing Display campaigns. Subsequently, the ability to create new standalone Google Display Ads campaigns will be removed. Existing campaigns will remain editable until they are manually or automatically migrated, with Google confirming that remaining eligible campaigns will eventually be moved into Demand Gen if not done so by advertisers.
This change will likely elicit varied responses from paid media professionals. Some may appreciate the consolidated access to Demand Gen’s advanced controls, reporting features, and AI creative capabilities. However, others might approach the rollout with caution, as traditional Display campaigns historically offered different levels of placement visibility, segmentation, and campaign separation. Advertisers should closely monitor campaign behavior after migration, paying attention to audience expansion, inventory allocation, and bidding performance.
