Google Ads automation is reaching the next level. Target-based bidding strategies such as Target CPA and Target ROAS will get new rules for budget-limited campaigns starting August 17, 2026. At the same time, Google will automatically switch auto-created assets and the "Broad match" option to AI Max for search campaigns starting September 1, 2026. Two updates, one trend: Google is taking over more and more decisions in your Google Ads account.
Google Ads automation now also affects your bidding targets
Target-based bidding strategies such as Target CPA (Cost-per-Acquisition) and Target ROAS (Return on Ad Spend) work on a simple principle. You set a target and Google's algorithm automatically steers your bids towards it.
This sounds like less work for you as an advertiser. In practice, however, increasing Google Ads automation also means that you give up some control. Google decides in real-time how much a click or conversion is worth and adjusts your bids accordingly.
This is exactly where the August 17, 2026 update comes in. It affects campaigns whose budget prevents achieving the set Target CPA or Target ROAS. Google has documented the complete details in the official help article on changes to target-based bidding strategies.
An example makes the problem tangible
Let's say you set a Target CPA of 10 euros. However, your campaign actually achieves a CPA of 5 euros. Your budget is not sufficient to serve all available auctions at this lower price.
Previously, the campaign could exceed its set target in such cases. Starting August 17, 2026, your campaign's delivery will be more consistently aligned with your set target. This means: If you set a Target CPA of 10 euros but previously only achieved 5 euros, you will be brought closer to the 10 euros after the update. Important: Google does not automatically adjust your bidding targets. They remain as you set them.
These campaign types are affected by the new automation
The advancing Google Ads automation does not affect every campaign equally. Google clearly defines the scope, which is worth a closer look.
The following campaign types are affected:
- Search campaigns
- Shopping campaigns
- Performance Max
- Demand Gen
- Display campaigns
- Hotel campaigns
- Travel campaigns
App campaigns, video campaigns with the "Reach" goal, and video action campaigns (VVC) are not affected. The change affects all common platforms: Google Ads, SA360, DV360, Google Ads Editor, and the Google Ads API.
These options are available for dealing with the new targets
Google gives you several ways to respond to the new targets for budget-limited campaigns.
You can keep the existing target unchanged. Alternatively, you can adjust it to a Google-suggested value via the "Apply" button or enter your own target value. If you want to completely change the bidding strategy, you can switch to "Maximize conversions" without a fixed target. Increasing the budget can also solve the problem if your landing page and conversion rate support it.
Important: The tool for adjusting your bidding targets has been available to you since July 6, 2026. You can already check which of your campaigns are affected and react actively instead of waiting for the change.
AI Max further drives Google Ads automation
Parallel to the new rules for bidding targets, Google is advancing a second automated feature with AI Max for search campaigns. Starting September 1, 2026, Google will automatically switch certain campaigns to it. Google communicated this in a direct email to advertisers.
Campaigns with auto-created assets and campaigns that use "Broad match" at the campaign level are affected. For auto-created assets, Google activates search query matching and automatic text adaptation by default. For "Broad match", search query matching is additionally applied.
You can prevent this automatic upgrade by deactivating the corresponding legacy features beforehand. You are also free to activate AI Max yourself before the deadline if you want to benefit from the extended automation features. You can find more information in the official Google documentation on AI Max for search campaigns.
Why Google is consistently pursuing this automation course
Both updates follow the same logic. Google is reducing manual controls and relying more on machine learning, similar to what was already visible with Performance Max.
For you as an advertiser, this means two things. Automated bidding strategies save time and often react faster to market changes than manual control could. At the same time, you lose granular control over individual levers in your account.
Control remains if you actively claim it
Automation does not automatically mean loss of control. Google offers concrete ways with both updates to decide yourself instead of simply accepting the default setting.
What is crucial is that you know the deadlines and act in time. Anyone who reacts only after August 17 or September 1, 2026, has already accepted automation decisions from Google without actively choosing them.
A good foundation for well-founded decisions is also provided by looking at your existing Google Shopping and search campaign performance. Only those who know their own actual values can assess whether a Target CPA or Target ROAS suggested by Google makes sense or not.
These steps you should plan now
The updates don't require hectic action, but clear prioritization in the coming weeks. Three steps will help you be prepared.
First, check which of your campaigns use target-based bidding strategies and whether the budget is sufficient for the set target. Then use the tool available since July to actively adjust affected targets instead of waiting for the change. Finally, consciously decide whether AI Max makes sense for your search campaigns at this point in time or whether you want to maintain the legacy features until a later date.
Anyone who completes these three points before the deadlines retains decision-making power over their own campaign management and avoids unpleasant surprises regarding costs or visibility.
Conclusion
Google Ads automation will be further expanded in 2026, but not uncontrollably. The new rules on bidding targets and AI Max for search campaigns still give you the choice, as long as you act in time.
Use the time until the deadlines in August and September 2026 to review your campaigns and make conscious decisions instead of leaving them to Google. Do you want to adapt your Google Ads strategy to the new framework conditions? Schedule a free initial consultation with our team.
