Small one. “Maximise conversions with a Target CPA” is now just Target CPA. “Maximise conversion value with a Target ROAS” is now Target ROAS. Same behaviour, clearer names. Update your reports if they still use the old labels.
What is changing in Google Ads on 17 August 2026?
For campaigns that are Limited by budget and use Target CPA or Target ROAS, Google will deliver performance that lines up more closely with the target you set. Many of those campaigns currently beat their targets, so this can push cost per lead up, or ROAS down, toward your stated number unless you adjust.
Will Google change my targets or budgets automatically?
No. The performance shift is automatic, but Google will not change your targets or budgets for you. You decide: lower targets to lock in current performance, keep your targets, or lift the budget to scale.
What is the Bid Target Adjustment Tool?
A tool rolling out in Google Ads from 6 July 2026, flagged by a notification in your account. It shows each campaign’s history and lets you review and apply updated targets fast, ahead of 17 August.
What should I actually do before 17 August?
Go through every Limited by budget campaign on Target CPA or Target ROAS. For each, decide whether to lower the target to keep the better performance it has been delivering, keep the target, or raise the budget to scale. Do not leave it to chance.
What are Smart Bidding Exploration and Promotion Mode?
Two opportunity features from the same announcement. Smart Bidding Exploration lets you set a ROAS tolerance to catch new converting queries (now in PMax without feeds, with a beta for feed-based campaigns). Promotion Mode lets you temporarily boost ROAS tolerance and budget for peaks like sales, in beta for Search and Performance Max.