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If you’re running Google Ads campaigns, two significant changes are landing at the same time this month — and one of them has a hard deadline just a few days away (!!!)
- Change #1: Display campaigns are moving to Demand Gen
- Change #2: GA4 and Google Ads are splitting their consent controls
⏳ The clock is officially ticking, here’s what you need to know:
Display Campaigns Are Moving Into Demand Gen
Google is officially phasing out standalone Display campaigns.
Starting June 2026 (yes, it’s happening as you read this), eligible advertisers can migrate their existing Display campaigns to Demand Gen using a built-in migration tool directly inside the Google Ads interface.
Eventually, creating new standalone Display campaigns won’t be an option.
Demand Gen is integrating Google’s Display inventory
The entire Google Display Network (GDN) inventory will be consolidated into Demand Gen, which already brings together YouTube, Discover, Gmail, and Google Maps under one campaign environment.
The reasoning? Google reports that advertisers who bring GDN into Demand Gen see an average 9.5% ROI lift (so the platform is steering everyone towards the benefits of that setup).
What this migration changes for your campaigns
For teams running multiple campaign types, this isn’t just a matter of moving Display campaigns into Demand Gen. Before you migrate, you need to know what those campaigns were actually doing for your strategy.
Were they building awareness? Reaching new audiences? Supporting Search? Driving remarketing?
That answer should shape how you move your Google Ads budget after the migration. Otherwise, Demand Gen could end up absorbing budget that was previously serving a different purpose in your strategy.
That’s where reviewing your setup with a Display Ads agency can help. It gives you a clearer view of what should move over unchanged, what needs adjusting and what should stay separate before the transition makes performance harder to interpret.
GA4 and Google Ads Are Splitting Their Consent Controls
On June 15 2026 (in just a few days 😅), Google is shifting advertising data collection authority away from Google Signals and over to Consent Mode.
This one is the most urgent change (and the easiest to miss if you’re not actively checking your account configuration).
In practice, our Digital Marketing Agency in Montreal reminds you that the “ad_storage” parameter becomes the sole control point for Google Ads cookies and identifiers inside your GA4 setup.
Before this change, Google Signals added an extra layer of control over the use of advertising data in Google Ads. After June 15, that safety net is gone.
Teams that haven’t audited their Consent Mode v2 setup risk:
- Silently losing conversion data from their campaigns
- Seeing remarketing lists shrink without any clear warning
- Experiencing attribution degradation that doesn’t trigger an obvious error in the interface
If your tag setup runs through Google Tag Manager (GTM), a quick audit with a Web Analytics agency in Montreal can help validate that your consent parameters are properly configured before the deadline.
What to Do Before the Deadlines
Dates to watch
- Display → Demand Gen migration available : June 2026 — ongoing
- GA4 / Google Ads Consent Mode split : June 15, 2026 ⚠️
Pre-deadline checklist
Display → Demand Gen migration:
- Identify all active Display campaigns in your account
- Review their structure (audiences, creatives, objectives) before migrating
- Use the built-in migration tool in the Google Ads interface
- Avoid bulk migrating without reassessing each campaign’s goals first
GA4 consent configuration:
- Confirm that Consent Mode v2 is correctly implemented on your site
- Verify that the ad_storage parameter is properly set up in GTM
- Validate your conversion events after June 15
- Document your current setup so you have a baseline to compare against
The countdown is speeding up… Don’t get caught off guard!
These two changes aren’t coincidental — Google is consolidating how its advertising and analytics platforms work together.
Better to be ready before the clock hits zero, getting ahead of both deadlines is the move 👌
👉 Want to make sure your campaigns and GA4 setup are ready for Google’s changes? Reach out to our PPC agency in Montreal for a free assessment — Let’s discuss everything we can do for your business!
