Why Did Google Ads Remove Display and Video From Performance Planner?
Google Ads removes Display and Video planning features from Performance Planner, impacting campaign forecasting options.
Introduction
Digital advertisers rely heavily on tools that forecast campaign performance and optimize budgets. One such tool is Performance Planner inside Google Ads. Recently, a major update surprised many advertisers: Display and Video campaigns were removed from Performance Planner, changing how marketers plan their advertising budgets.
This shift reflects Google’s broader movement toward automation, AI-driven campaigns, and consolidated ad formats. If you use Google Ads for marketing, understanding this change is essential to adapt your strategy and maintain campaign performance.
In this blog, we will explain why Google removed Display and Video from Performance Planner, what it means for advertisers, and how you should adjust your campaigns moving forward.
What Was Performance Planner in Google Ads?
Performance Planner is a forecasting tool that helps advertisers predict campaign results based on budget and bid adjustments.
Key Functions of Performance Planner:
• Forecast future ad performance
• Plan advertising budgets
• Optimize bidding strategies
• Estimate conversions and clicks
• Identify growth opportunities
Performance Planner analyzes historical campaign data to model future performance and recommend budget adjustments for improved results. (Google Business)
What Exactly Changed in 2026?
In March 2026, Google officially removed support for Display and Video campaigns in Performance Planner.
Major Update Details:
• Effective Date: March 9, 2026
• Removed Support:
Display campaigns
Video campaigns
Impression-share-based planning
• Still Supported Campaign Types:
Search
Shopping
App
Demand Gen
Local
Performance Max
This update narrowed the focus of Performance Planner to campaign types that generate more predictable conversion data. (Orr Consulting)
Why Did Google Remove Display and Video From Performance Planner?
Google did not remove these campaign types randomly. Several strategic reasons explain the decision.
1. Display and Video Forecasting Is Less Predictable
Display and Video campaigns rely heavily on visual engagement and audience behavior, making forecasting more difficult.
Reasons Forecasting Was Challenging:
• Audience behavior varies widely
• Engagement depends on creative quality
• Branding campaigns have indirect conversions
• Performance data is less stable
Search campaigns, on the other hand, provide clearer intent signals, making forecasting more accurate.
2. Google Is Shifting Toward AI-Driven Campaign Types
One major reason behind the change is the rise of automated campaigns such as Performance Max.
Why Automation Matters:
• AI analyzes large amounts of data
• Machine learning improves targeting
• Automation reduces manual planning
• Campaign optimization becomes faster
Performance Max campaigns use AI to distribute ads across multiple channels automatically, making traditional planning methods less necessary. (ALM Corp)
3. Focus on Conversion-Focused Campaigns
Display and Video campaigns are often used for brand awareness rather than direct conversions.
Google’s Strategic Direction:
• Prioritize measurable outcomes
• Improve conversion tracking accuracy
• Encourage performance-driven campaigns
• Optimize return on investment (ROI)
Search and Shopping campaigns typically produce stronger conversion signals, making them easier to model.
4. Rise of Unified Campaign Types like Demand Gen
Google is consolidating campaign formats into fewer, more powerful campaign types.
Benefits of Consolidation:
• Simplifies campaign management
• Reduces complexity
• Improves performance tracking
• Enhances automation efficiency
Demand Gen campaigns now combine visual and video elements into unified experiences.
5. Reduced Reliance on Impression Share Metrics
Impression-share-based planning was also removed from Performance Planner.
Why Impression Share Became Less Important:
• Conversion metrics are more meaningful
• AI bidding uses broader signals
• User behavior patterns are evolving
Google now encourages advertisers to focus on conversion outcomes instead of visibility alone.
How This Change Affects Advertisers
The removal of Display and Video planning impacts marketers in several ways.
Positive Impacts
These changes offer certain advantages.
Benefits:
• Improved forecasting accuracy
• More reliable performance predictions
• Simplified campaign planning
• Greater focus on ROI-driven strategies
Advertisers using Search or Performance Max campaigns may notice better forecasting results.
Challenges Advertisers May Face
Some marketers may find this update limiting.
Common Challenges:
• Difficulty planning Display budgets
• Reduced forecasting visibility
• Need to switch campaign strategies
• Learning new AI-based tools
Businesses that depend heavily on visual campaigns may need to adjust workflows.
What Should Advertisers Do Now?
Adapting quickly is essential to stay competitive.
1. Shift to Performance Max Campaigns
Performance Max is becoming a central campaign type in Google Ads.
Why It Matters:
• Covers multiple ad channels
• Uses AI for optimization
• Improves campaign reach
• Simplifies planning
Performance Max campaigns automatically distribute ads across Google platforms using machine learning algorithms. (ALM Corp)
2. Use Alternative Planning Methods
Even without Display and Video forecasting, planning tools still exist.
Alternative Options:
• Historical performance analysis
• Budget simulation tools
• Conversion tracking dashboards
• Campaign experimentation
These tools help compensate for the removed forecasting capabilities.
3. Improve Creative Quality
Display and Video campaigns still exist, even though planning support changed.
Focus Areas:
• High-quality visuals
• Engaging video content
• Clear messaging
• Strong call-to-action
Creative quality significantly influences performance outcomes.
4. Monitor Campaign Performance Regularly
Without forecasting support, continuous monitoring becomes more important.
Key Metrics to Track:
• Conversions
• Click-through rate (CTR)
• Cost per conversion
• Return on ad spend (ROAS)
Monitoring helps identify patterns and adjust campaigns quickly.
Is Google Phasing Out Display and Video Ads?
No, Google has not removed Display or Video ads entirely.
Important Clarification:
• Display and Video campaigns still exist
• Only planning support was removed
• These formats remain essential for brand awareness
• They continue to generate audience engagement
Display and Video advertising platforms remain important tools for marketers despite planning changes. (Improvado)
Future Trends in Google Ads Planning
This update reflects broader trends in digital advertising.
Expected Future Developments:
• Increased automation in ad planning
• More AI-driven forecasting tools
• Consolidation of campaign types
• Greater reliance on machine learning
• Reduced manual optimization
Advertisers who embrace automation early will gain competitive advantages.
Common Mistakes to Avoid After This Update
Avoiding these mistakes can prevent performance losses.
Major Mistakes:
• Ignoring new campaign types
• Continuing outdated planning methods
• Not testing Performance Max campaigns
• Failing to track conversions
• Over-relying on manual budgeting
Adapting strategies is essential to remain competitive.
Conclusion
Google’s decision to remove Display and Video from Performance Planner marks a significant shift toward automation and AI-driven advertising. The update reflects Google’s broader goal of simplifying campaign management and focusing on measurable performance outcomes.
While this change may initially seem restrictive, it ultimately encourages advertisers to adopt modern campaign types such as Performance Max and Demand Gen.
Businesses that understand these changes and adjust their strategies accordingly will be better positioned to achieve long-term advertising success. Staying informed and flexible remains the key to thriving in the evolving digital advertising landscape.
Tags
Google Ads Updates, Performance Planner Changes, Display Ads Strategy, Video Ads Planning, Google Ads Automation, PPC Marketing Updates, Digital Advertising Trends, Performance Max Strategy
Hashtags
#GoogleAds
#PerformancePlanner
#DisplayAds
#VideoAds
#PPCMarketing
#GoogleAdsUpdate
#DigitalMarketing
#PerformanceMax
#OnlineAdvertising
#MarketingStrategy
References
1. Create and Edit a Plan With Performance Planner