Google’s August 17 change makes budget-limited Target CPA and Target ROAS campaigns chase their targets instead of beating them, raising costs unless you act.
If you run ecommerce campaigns on target CPA or target ROAS and any of them sit at “Limited by budget,” Google’s August 17 bidding change is going to move your numbers, and we’re likely not talking about the direction you want. Starting August 17, campaigns that are limited by budget and use a target-based bid strategy will deliver more consistently toward the target you set instead of overshooting it. For the many accounts that have quietly been beating their targets, that means a higher cost per conversion or a lower ROAS unless you act first.