Google’s August 17 bidding change pulls budget-limited campaigns back toward their configured targets, so an old target CPA deserves another look before we increase spend. Audit affected campaigns before that date, align targets with acceptable lead costs, and watch daily CPA and lead volume through budget increases.
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
The Silver Lining of August 17: How Google’s Bidding Change Solves Budget Scaling Fluctuations
Google’s August 17 bidding change pulls budget-limited campaigns back to their set targets. Which campaigns are affected, and how to prepare before the date. The post The Silver Lining of August 17: How Google’s Bidding Change Solves Budget Scaling Fluctuations 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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