Google Ads has begun displaying an in-account notification about the upcoming changes to bidding behavior for budget limited campaigns using Target CPA or Target ROAS announced in June 2026.
The notification reminds advertisers that, starting August 17, 2026, Search, Shopping, Performance Max, and Demand Gen campaigns with target based bidding will optimize more consistently toward their selected target, even after budget adjustments.
The message also highlights that targets will not be updated automatically and encourages advertisers to review campaigns that currently perform better than their configured targets. This gives advertisers time to decide whether their existing Target CPA or Target ROAS should be adjusted before the change takes effect.
This update was spotted by Arpan Banerjee.
Hana Kobzová is a freelance PPC specialist and the founder of PPC News Feed. Named among the TOP 100 Most Influential PPC Experts 2026, she is also a Google Ads Product Expert and a Microsoft Advertising Certified Professional. Hana delivers clear updates and actionable insights that help marketers save time and work smarter.