Target CPA and Target ROAS rewrite for budget-limited campaigns finished rolling out on August 27

Google's rewrite of Target CPA and Target ROAS for budget-limited campaigns, which began rolling out on August 17, 2026, completed on August 27, 2026. Budget-limited campaigns that used to overperform their entered target now trend toward that target if the target is left unadjusted.

The change means advertisers who set a deliberately tight target on a budget-limited campaign, relying on it delivering better than the number they entered, will see delivery drift back toward the entered target instead. Anyone who tuned targets around the old behaviour needs to reset them to the CPA or ROAS they actually want.

Alongside it Google published a 'Troubleshoot Limited by budget soon status' help page, covering the alert that fires when a budget is forecast to fall short of demand, which matters going into peak season.