14/08/2026
🚨 Google is changing how bidding works on August 17, and there’s a lot of worry about it in the ads world right now.
The short version. If you’ve set a target for your ads, like a cost per lead or a return on ad spend, Google will start holding your campaigns closer to that number instead of letting them swing above and below it.
The worry is that campaigns which have been beating their target will stop doing that, and money gets left on the table. For large accounts that consistently outperform, that concern is fair.
But most accounts I see aren’t consistently beating their target. They’re bouncing around it. Some of that is seasonality and sales periods, which you learn to expect over time. The rest isn’t always as predictable.
If your campaigns are sitting right on target, or below it, this probably isn’t the thing to worry about this week. A campaign that behaves predictably is one you can actually make decisions with.
❓ The question worth asking before Monday: is the target you set months ago still the number your business needs today?
👉🏻 If you're not sure what your campaigns are actually doing, our DMs are open.
—Crystal
