More budget control. Read the qualification.
Google Ads adds channel priorities and allocation limits. “Best effort” is an important part of the announcement.
What changed
Google is rolling out channel priority levels and percentage allocations across several campaign types. The company describes limits on low-priority inventory as best effort, not an unconditional spending guarantee.
Go to the source ↓Why it matters
These controls offer a more granular experiment than switching a network on or off. Their usefulness depends on knowing what you are trying to learn.
Write down the hypothesis for the secondary channel. Then separate delivery from business outcomes: a more controlled allocation does not by itself improve lead quality.
What remains unproven
Rollout is gradual and channel groupings differ by campaign type. A best-effort allocation should not be treated as a contractual hard cap.
The useful next step
Inspect actual account availability and the relevant help documentation. Establish alerts and a review cadence before relying on a percentage allocation for a test.
A control is only useful when you understand its boundary.