The End of Standalone Display
Google is retiring standalone Display campaigns and moving them into Demand Gen. From June 2026, eligible advertisers can use a migration tool that moves existing Display campaigns into Demand Gen along with their performance history. Campaigns that are not moved manually will eventually be migrated automatically, in a process expected to run into 2027.
Once the move is complete, Google Display Network inventory lives inside Demand Gen, alongside YouTube, Discover, Gmail and Maps.
Why It Matters
Display has been a separate campaign type in Google Ads for as long as most advertisers can remember. Folding it into Demand Gen means display placements will be managed alongside video and feed-based inventory, with Google’s AI deciding how to spread budget across them.
That can improve reach and efficiency, but it also changes how you control placements, creative and reporting. Campaigns built for simple banner remarketing may behave differently once they sit inside a broader, AI-driven campaign type.
What You Should Do
Use the migration tool on your own schedule rather than waiting for the automatic move. Migrating deliberately lets you benchmark performance, keep the history and check settings as you go.
Review your creative, because Demand Gen favours strong images and video across several formats. Revisit placement exclusions and brand safety settings, and watch performance closely for the first few weeks after moving, as the campaign relearns. Our retargeting and performance marketing teams can manage the move for you.
