Google Ads Performance Planner Drops Support for Display and Video Campaigns
Google has significantly narrowed the scope of its Performance Planner, removing support for Display and Video campaigns. This move signals a strategic shift in how Google Ads handles forecasting, moving away from reach-based metrics and doubling down on conversion-driven outcomes.
What Changed in Performance Planner?
Effective March 9, 2026, Google removed support for planning Display and Video campaigns within the Performance Planner tool. This update wasn’t delivered via a formal press release but was documented quietly in the Google Ads Help Center.
Beyond the removal of specific campaign types, the update eliminates the ability to use the following as primary metrics for planning:
- Impression share
- Top impression share
- Absolute top impression share
As a direct result of these changes, any existing plans that relied on Display or Video campaigns, or utilized impression share metrics, are now inaccessible. Advertisers can no longer view or edit these specific plans.
The Shift from Awareness to Conversions
Performance Planner is designed to help advertisers create spending plans and assess how changes to campaigns affect key metrics. It uses billions of search queries, updated every 24 hours, and simulates ad auctions from the previous 7 to 10 days whereas accounting for seasonality and competitor activity.
By removing impression-based planning, Google is prioritizing automation and performance-driven outcomes. The tool is now more closely aligned with campaign types oriented around conversion signals, such as:
- Search
- Shopping
- Performance Max
- Demand Gen
- App and Local campaigns
This shift makes it more challenging for advertisers to forecast and optimize “upper-funnel” campaigns—those focused on brand awareness and visibility—using native Google Ads tools.
Key Takeaways for Advertisers
- Immediate Impact: Any plans involving Video, Display, or impression share metrics are now locked and uneditable.
- Strategic Pivot: Google is deprioritizing reach and visibility measurements in favor of conversion-focused strategies.
- Planning Adaptation: Advertisers running awareness campaigns will need to find alternative methods for forecasting and measuring success outside of Performance Planner.
Frequently Asked Questions
Can I still use Performance Planner for Search campaigns?
Yes. Performance Planner continues to support campaign types that focus on conversion signals, including Search, Shopping, and Performance Max.
Why did Google remove impression share metrics?
The change aligns the tool with Google’s broader push toward automation and performance-driven results, moving away from traditional impression-based planning.
How are forecasts calculated in Performance Planner?
The tool simulates relevant ad auctions based on data from the last 7-10 days, incorporating landing page signals, competitor activity, and seasonality.
Looking Ahead
As Google continues to integrate AI and automation into its ad ecosystem, the reliance on manual, impression-based forecasting is diminishing. Advertisers must now adapt their upper-funnel strategies, shifting their focus toward how awareness campaigns can eventually drive conversion-based performance to stay aligned with Google’s evolving toolset.