Google Ads bidding strategy changes: what to do before 17 Aug 2026

From 17 August 2026 Google changes how target-based bidding strategies — Target CPA and Target ROAS — work in budget-constrained campaigns. Instead of beating the target, campaigns will deliver results closer to the set value, even after a budget change. In practice a campaign with a Target CPA of €10 that hits €5 today will start moving toward €10 — fewer conversions on the same budget. The Bid Target Adjustment Tool for reviewing and editing targets is available from 6 July 2026. Below we break down who it affects, what to do before the deadline and how to avoid a drop in results.

The change makes budget-constrained campaigns on a target-based strategy hold closer to the set target instead of beating it. It affects Target CPA and Target ROAS — two strategies that today often deliver better-than-target results, but ones that swing when the budget changes. After the change, results become more predictable, including after a budget adjustment. Below is the difference between the current and the future state.

Today a budget-constrained campaign on a target-based strategy can beat its target. Example: at a Target CPA of €10 the real cost per conversion is €5. That surplus result is unstable — when the budget changes, efficiency can swing sharply. This makes predictable scaling harder.

After 17 August 2026 budget-constrained campaigns will deliver results closer to the set target, also after a budget change. In practice a campaign with a Target CPA of €10 that hits €5 today will move toward €10. That means a higher cost per conversion and fewer conversions unless you lower the target. In cross-channel campaigns such as Performance Max and Demand Gen, the traffic split across channels may also shift.

The change covers only campaigns that meet two conditions at once: a „Limited by budget” status and a target-based strategy. It does not affect campaigns with no budget cap or strategies with no target. Some campaign types are excluded, and a few already behave the new way. Details by campaign type below.

The change affects campaigns that are budget-constrained and use Target CPA or Target ROAS. Notifications in Google Ads go to accounts that had such a campaign in the last 12 months. The most exposed are campaigns beating their target today, because they will shift the most. If a campaign is not limited by budget, the change will not touch it.

The change covers Search, Shopping, Performance Max, Demand Gen and Travel; Display and Hotel already behave the new way. App, Video reach and Video view (VVC) campaigns are excluded and run as before. The change is supported in Google Ads, Search Ads 360, Display & Video 360, Google Ads Editor and the API. For complex accounts, hands-on Google Ads campaign management helps.

Before 17 August 2026 you have several options, depending on your business goal. Google will not change your targets or budgets automatically. The Bid Target Adjustment Tool, available from 6 July 2026, is there to review and edit them. Options grouped by effect below.

If your current target matches your business goals, you need to do nothing — the campaign will simply deliver closer to that target. If you want to keep your current, better result, lower the target to the realistic level (for example from €10 to €5) in the tool. The „Apply” button sets a target in line with recent results. You can also enter your own intermediate value, e.g. €7.

You can switch to Maximize conversions or Maximize conversion value — they spend the whole budget with no target, but CPA and ROAS will fluctuate. Alternatively, after 17 August you can raise budgets more confidently, because the campaign holds the target regardless of the cap. Give the budget headroom — keep the daily budget clearly above average spend. After raising the budget, judge results after 1–2 conversion cycles.

To avoid losing results, review your budget-constrained, target-based campaigns before the change takes effect. First compare real CPA/ROAS against the set target. Then decide: adjust the target, change the strategy or raise the budget. A checklist and common mistakes below.

Before 17 August, work through a short sequence that protects your result. A Google Ads account audit helps flag the campaigns most exposed to a drop. The more you settle before the deadline, the smaller the risk of lost conversions. Checklist:

The most common mistake is doing nothing on campaigns that beat their target today — after the change they lose part of their conversions. The second is raising the budget too aggressively without adjusting the target. The third is judging results too soon, before 1–2 conversion cycles. You avoid all three by acting before 17 August, not after.

The bidding strategy change takes effect on 17 August 2026 and covers budget-constrained campaigns with a CPA/ROAS target. Campaigns beating their target will lose part of the result unless you adjust the target. You have the adjustment tool from 6 July. A recap and the next step below.

The key findings fit into five points. They set the minimum to secure before the deadline. The rest depends on your business goal and current campaign efficiency:

The next step is to review budget-constrained campaigns before 17 August. Compare the real result against the target and adjust it in the tool before the change goes live. On large accounts it pays to hand this to a specialist so no exposed campaign is missed. The earlier you start, the smaller the risk of lost conversions.