Google Ads Removes Display and Video from Performance Planner

Google Ads has removed planning capabilities for Display and Video campaigns from its Performance Planner tool, signaling a shift in how the company encourages advertisers to forecast and optimize their campaigns.

The update, which took effect on March 9, 2026, removes native support for planning upper-funnel campaigns that prioritize visibility over immediate conversions.

As part of this change, Google has disabled access to plans that rely on impression share, top impression share, or absolute top impression share metrics.

Impact on Existing Campaign Plans

Advertisers who previously used the Performance Planner for awareness-based strategies are now unable to view or edit existing plans that include Display or Video campaigns.

Any existing plan that relies on impression share metrics has also been rendered inaccessible within the tool.

This removal makes it more difficult for companies to forecast and optimize upper-funnel activity using Google’s native tools, as the traditional metrics used to measure brand awareness are no longer supported in the planner.

Shift Toward Conversion-Focused Automation

The decision reflects a broader strategic move by Google to prioritize automation and performance-driven outcomes. By narrowing the scope of the Performance Planner, Google is pushing advertisers toward conversion-focused strategies and lower-funnel campaign types.

Performance Planner remains available for several other campaign types that align with these performance goals, including:

• Search
• Shopping
• App
• Demand Gen
• Local
• Performance Max

According to reporting from Search Engine Land, Google is doubling down on performance-driven planning while leaving impression-based strategies on the sidelines.

Advertisers managing awareness campaigns must now find alternative methods to forecast their reach and measure success outside of the native Performance Planner tool.