Google is changing target-based bidding for campaigns limited by budget. Starting August 17, 2026, Google will aim consistently for your stated target CPA or ROAS. The video explains the impact and provides a walkthrough of three options: revert to maximize conversions, adjust budget, or adjust target.
A short editorial from the VEONIB team on why this content matters.
This video is a critical warning for advertisers using target CPA/ROAS with budget-limited campaigns: Google will no longer over-deliver; you must proactively adjust your strategy.
Unlike typical Google announcements, this directly impacts ad delivery and requires immediate action. SEONIB's AI-driven analysis can automatically flag at-risk campaigns and recommend adjustments.
Advertisers should audit their campaigns for budget limits and target mismatches before August 17, 2026, and use SEONIB's platform to simulate and implement the right bidding strategy.
A bidding strategy that sets a target cost per acquisition.
A bidding strategy that aims for a specific return on ad spend.
Google's automated bidding strategies using machine learning.
A bidding strategy that spends the full budget to get as many conversions as possible.
A campaign status indicating that more budget could likely drive more conversions.
The total monetary value assigned to conversions in Google Ads.
A technique of gradually increasing target ROAS in small increments as performance stabilizes.
What is changing in Google Ads Smart Bidding?
Starting August 17, 2026, campaigns with budget limits using target CPA or target ROAS will have Google consistently aim for the stated target, rather than over-delivering as before.
When does the Smart Bidding update take effect?
The change goes live on August 17, 2026.
Which campaigns are affected by this update?
Campaigns that are marked as 'limited by budget' and use target CPA or target ROAS bidding strategies.
What are the three options to handle the change?
Revert to maximize conversions (or maximize conversion value), increase the campaign budget, or adjust your target CPA/ROAS goal.
What is the ladder method for adjusting target ROAS?
The ladder method involves increasing target ROAS in small increments (10-20%) after achieving stable performance at each step, rather than making a large jump.
How should I adjust target ROAS if actual performance is lower?
Set a realistic target close to the current actual performance, then use the ladder method to gradually increase the target as data accumulates.
How can I safely scale a campaign under this update?
Increase the budget by 20% every 5-7 days and monitor performance to ensure scaling metrics hold.
What if my campaign is performing above the target ROAS?
You can either increase the budget, revert to maximize conversion value, or adjust the target slightly higher to align with actual performance.
What conversion threshold is recommended for target bidding?
At least 50 conversions per 30 days to ensure the algorithm has enough data to optimize.
How do I set realistic target CPA or ROAS goals?
Base your targets on actual account performance over the previous 30-60 days, not an aspirational number.