SF Digital Studios

There’s a report in your Google Ads account that lists every website and app your Display ads appeared on, and what each one cost you. Most advertisers have never opened it. The ones who do tend to go quiet for a minute. You’ll find a flashlight app. A mobile game aimed at seven-year-olds. Three sites you’ve never heard of that publish nine hundred words of nothing across four pages, surrounded by adverts. None of those people was looking for a commercial cleaner, or a solicitor, or whatever it is you sell. Several of them didn’t mean to click at all. The waste isn’t hiding. It’s itemised, in a tab nobody opens. And there’s now a deadline for doing something about it, which is new this year. WHAT CHANGED IN MAY Google announced in May 2026 that standalone Display campaigns are being absorbed into Demand Gen . The timeline runs like this. A migration tool appeared in accounts from June 2026. From January 2027, you can’t create new standalone Display campaigns . Remaining ones get migrat...