Google Ads Bidding 2026: What Changed in the August Update

The August bidding update is live. Which campaigns are affected and how to review targets, budgets and actual performance now.

Author:

René Dallmann

The Google Ads bidding update is live. The global rollout began on August 17, 2026 and finished on August 27. Budget-limited campaigns on certain target-based strategies now follow their set target more consistently. Google automatically changed system behavior, but did not automatically adjust your targets or budgets.

Which campaigns are affected

Campaigns marked Limited by budget using Target CPA or Target ROAS.
Target CPC in Demand Gen.
Search, Shopping, Performance Max, Demand Gen and Travel. Display and Hotel already used this behavior.
Manual CPC and Target Impression Share are unchanged. App, Video Reach and Video View campaigns are also excluded.

Google's announcement on target-based bidding defines the scope. This is not a general change to every Google Ads campaign.

What changes in delivery

For affected campaigns, a tight budget could previously be the stronger limiting factor. Actual efficiency could therefore beat the configured target. The new behavior follows that target more consistently, including after budget changes.

A target you previously beat may now become more binding. This does not guarantee that CPA rises or ROAS falls in every campaign. Check your performance history and conversion delay before applying a general prediction to your account.

How to check your account now

Filter for Limited by budget and an affected target-based strategy.
Compare targets, actual CPA or ROAS and volume before and after rollout. Use comparable periods and allow delayed conversions to arrive.
Check whether targets and budgets still fit contribution margin, cash flow and desired volume.
Use the Target Adjustment Tool as decision support. Review recommendations before clicking Apply.
Make deliberate adjustments. Google recommends allowing one to two conversion cycles after target changes before evaluating. Simultaneous funnel, creative and budget changes make diagnosis harder.

Google's current FAQ confirms rollout completion and explains subsequent optimization. The warning about unstable Performance Planner forecasts during transition is historical: Google says forecasts stabilized after August 27.

Frequently asked questions

Do I still need to act before August 17?

That deadline has passed. Check actual account behavior now. The system rollout is complete.

Did Google change my Target ROAS?

The update did not automatically change targets or budgets. Delivery uses those existing settings. Accept a tool recommendation only after reviewing it.

Should I set the target to historical performance?

Use historical performance as a starting point. Then decide with margin, conversion delay and volume goals. One strong week is not enough evidence.

What this means for our work

We check affected campaigns against the brand's business goals. Bidding and conversion values are part of ongoing management as a Google Ads agency.

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