Google Target-Based Bidding Update Completes Global Rollout

Google has announced that its target-based bid strategies update has completed globally. The update started on August 17, 2026 and finished on August 27, 2026. Google Ads will now use target-based bid strategies for all campaigns limited by budget.

The company recommends reviewing campaign settings to ensure they align with business goals, especially for campaigns that historically performed better than targets.

Google notes that it does not automatically adjust bidding targets or budgets and encourages users to monitor their performance closely.