Google confirmed the target-based bidding change finished rolling out globally on August 27

Google updated its target-based bid strategy FAQ to say the change that stops budget-limited Target CPA and Target ROAS campaigns from overperforming their targets rolled out globally on August 17, 2026 and completed on August 27, 2026, and that the new bidding behavior is now fully live across all affected accounts.

• The note adds that Google does not automatically adjust bidding targets or budgets, and recommends advertisers review settings if their 'Limited by budget' campaigns historically performed better than their targets.
• Google says planning tools such as Performance Planner have been updated to reflect the new behavior, so forecasts should have stabilized.
• The help section also now carries a 'Troubleshoot Limited by budget soon status' page describing alerts raised when a budget may not meet forecasted traffic, for example ahead of peak shopping periods.
• Google's help pages are undated; PPC News Feed (credited to Hana Kobzová) and Search Engine Roundtable both reported the updated wording on 2026-09-15.