Starting on August 17, 2026, Google began rolling out its rewrite of Target CPA and Target ROAS for budget limited campaigns. The rollout was completed on August 27, 2026. Advertisers are now seeing campaigns trend towards their original targets if left unadjusted.
The updated Google Ads help page indicates the completion of this global rollout as well as the stabilization of the Performance Planner’s forecasting models. Campaigns that previously overperformed are now expected to align more closely with entered targets.
The help section now includes a Troubleshoot Limited by Budget Soon Status page, describing how alerts are triggered when budgets may not meet forecasted traffic demands. This status is based on projected seasonal traffic increases, such as during peak shopping periods.
Read the official information here: Frequently asked questions about changes to Target-based bid strategies.
This update was spotted by Hana Kobzová.