Google Display campaigns are moving to Demand Gen: what to do now
Google is moving Display campaigns into Demand Gen: the Display Network stays, the campaign type changes. Since June 2026 a migration tool carries over 42 days of history; later, remaining campaigns move automatically. Here is what you lose, what you gain and how to switch.
What is changing?
Google Display Ads campaigns get a new home: the Google Display Network (GDN) inside Demand Gen. The network is the same — more than 2 million sites and apps. You can still buy Display only, or add YouTube, Discover, Gmail and Google Maps (beta) in the same campaign.
What is the timeline?
| When | What happens |
|---|---|
| June 2026 | phased rollout of the tool that moves Display campaigns into Demand Gen |
| Later | new Display campaigns can only be created in Demand Gen; existing ones stay editable until migrated |
| Later | remaining eligible Display campaigns are migrated automatically, no action needed |
How to migrate a campaign
Google recommends the migration tool: it ports up to 42 days of performance history, so learning takes about 1–2 days instead of a cold start. The steps:
- Campaigns → filter Campaign type → Display.
- Select the campaigns, open Edit → Upgrade to Demand Gen.
- Confirm: settings and learning transfer, so does the budget, but spend from the same day is not counted.
- Check the result under Bulk actions: the new campaign is named “[original name] #2”.
Migrated campaigns can't be reverted to Display. Google advises against migrating more than 100 campaigns in one batch. If a lift study (such as Conversion Lift) is running, wait until it ends.
What goes away and what arrives?
| Goes away | Arrives |
|---|---|
| Manual CPC | Target CPC (tCPC) |
| Viewable impressions bidding (vCPM) | Flighted campaign total budgets |
| Pay for conversions | Discover and Google Maps inventory |
| HTML5 ads (coming later) | Carousels, more video formats, generative image tools |
| Similar audiences | Lookalike segments and format-level reporting |
What to check before migrating
- Manual bids. If a campaign runs on Manual CPC or viewable impressions, pick the replacement in advance: target CPC, maximize clicks or conversions.
- Logo and business name. They are copied from existing campaigns; without a logo you get a placeholder — replace it right away.
- Migration day. The new campaign starts with a full daily budget, so under- or overdelivery is possible on day one.
- First days. Google warns of performance fluctuations — judge by the week, not the day.
- Before and after. Metriverra shows Google Ads spend and results by day, so the old campaign and the new “#2” are easy to compare.
In short
- The Display Network stays; campaigns move into Demand Gen.
- Since June 2026: a migration tool with up to 42 days of history; later the rest move automatically.
- Manual CPC, viewable-impression bidding and pay-for-conversions go away.
- Discover, Maps, carousels, video and Lookalike segments arrive.
- No way back — check bids and logo before migrating.
Source: Google Ads Help — Google Display Ads campaigns have a new home in Demand Gen
