The reported change concerns how budget-limited campaigns optimise against CPA and ROAS targets; thats not a reason to raise every budget. Check affected lead-generation campaigns this week, namely spend versus budget, achieved CPA versus target, and qualified lead volume, before deciding whether additional spend can scale.
Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.
What was published
Google Ads Target Bid Strategy Changes: What Changed in August 2026 and What to Do Now
Google Ads has changed how budget-limited campaigns optimise to Target CPA and ROAS. Here’s what changed, who’s affected and what advertisers should do now. The post Google Ads Target Bid Strategy Changes: What Changed in August 2026 and What to Do Now first appeared on PPC Hero .
Read the original on PPC HeroWhat we'd do about it
Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.
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