Google has confirmed the exact completion date for a bidding change affecting target CPA and target ROAS campaigns marked “Limited by budget.” A support document now states the update rolled out globally starting August 17, 2026, and finished on August 27, with the new bidding behavior fully live across all affected accounts.
Google is advising advertisers to check whether their current targets still match business goals, a note aimed specifically at campaigns that had been outperforming their set targets under the old budget-limited behavior. The company added that it does not automatically adjust bidding targets or budgets on an advertiser’s behalf.
Hana Kobzová of PPC News Feed noted the same help page also points to stabilized forecasting in Google’s Performance Planner, with previously overperforming campaigns now expected to track closer to entered targets.
The two-week rollout window gives advertisers a clean before-and-after boundary for isolating this change from other seasonal or account-level shifts in performance data.
Search Engine Roundtable’s Barry Schwartz reported the confirmed rollout dates on September 15, 2026.
