Google has rolled out two new features designed to give marketers more control and flexibility over how their ad budgets are spent.
The controls became available on October 14, 2026, across Google’s Search, Shopping, and Performance Max campaigns, with availability on Demand Gen platforms expected soon. The company described the tools during a briefing with reporters as ways for advertisers to manage spend more precisely without relying solely on automated systems.
The update arrives as many advertisers continue to balance the efficiency of Google’s automated bidding and campaign types against the need for clearer oversight of daily and campaign-level budgets. The new controls are intended to address that tension by giving marketers additional levers while keeping the campaigns inside Google’s existing product suite.
Source: MediaPost / Google briefing.
