Google has posted the date of when the Google Ads bidding update, the target-based bid strategies rolled out, completed globally. It started on yes, August 17, 2026 and completed on August 27, 2026.
Google updated a help document to say:
Please note: On August 17, 2026, changes to target-based bid strategies rolled out globally across your campaigns that are "Limited by budget." This global rollout was completed on August 27, 2026, and the new bidding behavior is now fully live across all affected accounts.
Google also added in that box:
It's recommended to review your settings and ensure they align with your business goals, especially if your “Limited by budget” campaigns historically performed better than your targets. Google does not automatically adjust your bidding targets or budgets.
I spotted this via Hana Kobzová at PPC News Feed who said, "The updated Google Ads help page indicates the completion of this global rollout as well as the stabilization of the Performance Planner’s forecasting models. Campaigns that previously overperformed are now expected to align more closely with entered targets."
This dates are important when looking at the data on the impact of this bidding update.
Forum discussion at X.
