Ads Liaison clarified the Aug 17 bidding change only affects budget-limited tCPA/tROAS campaigns

After Kirk Williams, Jack Carr, Maggie Humphrey and others questioned whether Google was reducing efficiency, Ginny Marvin stated the update would not raise spend or alter settings, only make bidding hit targets more consistently for budget-constrained campaigns, and denied a broader Smart Bidding update.

PPC Land framed the change as forcing some CPAs to double (Jul 2). Marvin's clarifications ran on LinkedIn and were covered by Search Engine Journal (Jul 8) and Search Engine Roundtable (Jul 17). The underlying change was announced by Google on June 15 and took effect August 17.