Advertisers can now start eligible Video Reach campaigns in Google Ads without entering a Target CPM, under a bidding option that is still in beta. Search Engine Land’s Anu Adegbola reported the beta on October 12.
With automation on, Google sets and adjusts bids live, aiming to use the entire budget while pushing reach as high as possible. The beta covers two Video Reach subtypes. Advertisers can toggle between automated and manual bidding at creation, in ad group settings, in reporting tables, and when duplicating a campaign.
The trade-off is control. Because the system prioritizes delivering budget, advertisers give Google more say over CPMs, and teams with firm cost ceilings may prefer to keep manual Target CPM. The report cites no performance data.
Anyone testing it should run a manual campaign alongside and compare CPMs, impressions, reach, and frequency before moving budget. A beta label means the comparison is yours to run.
Search Engine Land, Anu Adegbola, October 12, 2026.
