Google completed the global rollout of its updated Target CPA and Target ROAS bidding behavior for budget-limited campaigns on August 27, 2026, after beginning the rollout on August 17.
The change means campaigns that had been outperforming their configured targets may now move closer to the actual CPA or ROAS targets set by advertisers. Google has also stabilized its Performance Planner forecasting models following the update.
In addition, Google introduced a “Limited by Budget Soon” troubleshooting status. This alert appears when forecasts suggest a campaign’s current budget may not be sufficient for expected increases in traffic, particularly during seasonal or peak shopping periods.
Key takeaway: Advertisers using Target CPA or Target ROAS should review performance and budgets, as previously overperforming campaigns may now more closely follow their specified targets.
Thanks for sharing Hana Kobzová
