Google has announced changes to target-based bid strategies in Google Ads, effective August 17, 2026. The updates will ensure campaigns limited by budget perform more consistently toward set targets, even during budget adjustments.
Starting July 6, 2026, advertisers can utilize the Bid Target Adjustment Tool to review and update campaign targets. This tool will help ensure that campaigns aligned better with performance while minimizing volatility. For example, a campaign with a Target CPA of $10, and current performance at $5, will shift to meet the target set unless manual adjustments are made.
Advertisers are encouraged to review any affected campaigns by the enforcement date to align their settings with business goals. For deeper insights, Google will provide a notification in Google Ads accounts before the rollout of the new tool. This follows Google’s earlier updates on bidding and budgeting strategies published June 16, 2026.
Read the official help page here: Changes to target based bid strategies and Frequently asked questions.