Issue 1
Google's channel caps and Meta's Super Burst
My take
This week's big change is one I've wanted for a long time. In Meta Ads Manager I can pick manual placements and exclude Audience Network, and I barely see any difference between that traffic and a Google Display campaign: cheap clicks that don't really contribute. Google now lets you mark Display as low priority and cap it, which is a welcome move. Meta's new Super Burst points the other way: a reserved, high-reach slot that looks borrowed from YouTube Masthead ads. If you can afford it, use it to warm up an audience before your conversion campaigns, not as the campaign you expect to drive sales or leads.
The big one
Google Ads now lets you cap what Display takes from your budget
On 14 October Google announced channel prioritization and budget allocation for Search, Shopping, Performance Max and Demand Gen. You mark channels high or low priority, and you can cap a low-priority channel at a share of daily budget. There's a deadline attached: from February 2027 Google removes the current spend split for Search campaigns running the Display Network. To keep today's behaviour, set Display to low priority at 50%.
Also this week
Super Burst: reserve a 3 to 24 hour window on Facebook and Instagram
Brands can now book a short, high-reach window through Reach Planner, with delivery guaranteed against the estimate and the option to stop competitors in their category booking the same window. Meta hasn't named countries, minimums or prices yet. As I said above: use it to warm up an audience, not as your conversion campaign.
Meta's AI can now draft your ads
Muse, Meta's AI agent, now connects to your Facebook Page, Instagram analytics and Meta ad account. It analyses what's working and drafts next week's campaign, and nothing goes live or spends without your approval. It's US and Canada only for now. Everywhere else, including India, you can already connect an AI assistant to your ad account through Meta's ads MCP server. Either way, the agent doesn't replace knowing which questions to ask.
Put these in your calendar
| Feb 2027 | Google removes the Search-plus-Display spend split. Set Display to low priority at 50% before then. |
|---|---|
| Feb 2027 | Dynamic Search Ads sunset and auto-upgrade to AI Max. Timeline → |
Everything else that changed that week is on Performance Marketing News.
From Social Masla
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