Google's Aug 17 Bidding Change Taxes Efficient Campaigns: ROAS Rolls Down to the Target
Budget-capped Target CPA and Target ROAS campaigns that quietly over-deliver — roughly one in four — stop doing so starting August 17. Google now forces them to trend toward the exact number in the target field, so practitioners leaning on "loose" targets see real spend surges and ROAS drops. The fix: audit budget-limited campaigns and reset targets to recent actual performance before the cutover, or switch to Maximize strategies.