Google Sunsetting Display Network Campaigns: Migration to Demand Gen Coming in 2027
TLDR
Google is deprecating standalone Display Network campaigns and auto-migrating them to Demand Gen in 2027, requiring advertisers to adapt to new bid strategies and capabilities.
Optimixed Overview
Optimixed's original report on this story.
Google announced the deprecation of Display Network campaigns, consolidating them into Demand Gen beginning in January 2027 when new Display campaigns can no longer be created. Migrated campaigns retain 42 days of performance history, but advertisers will lose support for Manual CPC, Viewable Impressions, and Pay for Conversions bid strategies, along with bid adjustments, seasonality adjustments, and portfolio bidding. In exchange, Demand Gen offers expanded network reach across Discovery and Maps, new ad formats, and generative image tools, plus recent enhancements including view-through-conversion optimization and YouTube affiliate video integrations—changes Search Engine Land recommends planning for ahead of Q4 peak season.