Step-by-Step: How to opt out of Google Display Network (and protect your ad budget)

Lyn Spindley
Feb 15
3 min read

Updated: Feb 19

Step by Step opt out of Google Display Network

NEWSFLASH: Google has just made one of the biggest shifts in PPC strategy for 2025—and it could drain your ad budget if you’re not prepared.

As of April 2025, Google Display Network (GDN) will now be automatically enabled in all Demand Gen campaigns, including image inventory, expanding its reach across over 90% of the global internet population.

While this offers massive visibility, the reality is that GDN traffic is often passive, lower-intent, and can lead to inefficient ad spend. If your goal is lead generation, direct response, or conversions, you need to opt out manually—or risk wasting a significant portion of your budget.

This guide will walk you through

What’s changing in 2025 with Google Ads Demand Gen
Why many advertisers should opt out of GDN
A step-by-step guide to removing GDN from your campaigns

What’s changing in 2025?

1. Google Display Network is now default in Demand Gen campaigns

Before: Demand Gen campaigns could optionally include Google video partners (limited to video ads only).
Now: Demand Gen campaigns will automatically serve image-based ads across the entire Google display network (GDN)—unless you opt out.

This means that if you do nothing, your ads will start appearing across over 3 million websites, apps, and placements that may not align with your conversion goals.

2. Video action campaigns are being phased out

March 2025 → Google will remove the ability to create new video action campaigns.
July 2025 → all existing video action campaigns will be automatically upgraded to Demand Gen.

The goal? To push more advertisers into Google’s multi-channel ad ecosystem, including Search, YouTube, discover, Gmail, and now GDN by default.

Why you should opt out of GDN

If you manage PPC for lead Generation, e-commerce, or high-intent conversions, the Google Display Network may not be the best use of your budget.

Here’s why:

Lower conversion rates

GDN is better suited for brand awareness, not direct sales.

Higher bounce rates

GDN users often click out of curiosity but lack purchase intent, leading to high bounce rates and wasted clicks.

Less budget control

Turning off GDN lowered cost per lead and improved ROI because search-driven campaigns attract users who are already looking for a solution.

Google is pushing GDN to drive more ad revenue

Google’s move to default-enable GDN isn’t accidental—it’s designed to increase ad inventory and spending.

"Just because Google recommends it doesn’t mean it’s right for your business." -- Lyn Spindley, Director of Treat Marketing

Step-by-step: How to opt out of Google Display Network

Since GDN is now enabled by default, you must manually opt out to preserve your budget. Follow these steps:

Step 1: Log in to your Google ads account

Go to Google ads and select your Demand Gen campaign.

Step 2: Review your campaign settings

Open your Demand Gen campaign and go to ad group settings.
Locate the new "Google Display Network" setting (this was previously labelled "Google Video Partners").

Step 3: Disable GDN at the ad group level

Uncheck "Google Display Network" for each ad group in your campaign.
Repeat this process for all ad groups to ensure GDN is fully disabled.

Step 4: Save changes and track your key performance metrics

Click-through rate (CTR)
Cost per acquisition (CPA)
Conversion rate

If you see higher conversions and lower costs, this confirms that opting out of GDN was the right move.

Key takeaways

GDN is automatically enabled starting April 2025—opting out is essential for budget-conscious advertisers focused on lead Gen and sales.
Industry research confirms that search-driven ads outperform GDN in most performance-based campaigns.
Manually disable GDN at the ad group level to ensure your budget goes toward high-intent channels like search and YouTube.

Need a Google ads expert to optimise your PPC strategy?

If you’re running Google ads, you can’t afford wasted spend. We help businesses scale with search-driven PPC strategies that drive real results. Give us a call on 01803 220369.