Google Ads stops overperforming on targets
What you need to do now From 17 August 2026, budget-constrained campaigns with Target ROAS and Target CPA will deliver against the target you have set, rather than better than it. If your campaign has been delivering ROAS 8 on a target of 5, you can expect 5 going forward. This is not a bug, and it is not something that will go away. It is a change in how bidding works, and it shifts the responsibility for your efficiency from the algorithm onto your targets.
