Target CPA/ROAS bidding changed so budget-limited campaigns deliver at target instead of overperforming

Starting August 17, 2026 (completed globally August 27), budget-limited campaigns using Target CPA, Target ROAS or Demand Gen Target CPC bid more consistently toward the set target rather than beating it. A campaign set to a $10 CPA that had been achieving $5 will move toward $10. Applies to Search, Shopping, Performance Max, Demand Gen and Travel campaigns.

Excluded: App, Video reach and Video view campaigns; manual CPC, Target Impression Share and Target CPM are unaffected. Advertisers whose campaigns had been outperforming targets should lower targets to recent performance or switch to a volume strategy. Google released a Bid Target Adjustment Tool on July 6 to review campaigns that were 'Limited by budget' over the prior 12 months.