The Truth About Google's New Target Bidding "Update"

Google announced a change to how budget-limited campaigns on target-based bid strategies will work... is it time to freak out? Hardly! In episode 130 of the Inside Google Ads podcast, host Jyll Saskin Gales cuts through the hyperbole to tell you what's changing, what you need to know, and what it ACTUALLY means for your campaigns. While social media is filled with "hot takes," the reality of this update is much more straightforward than the rumors suggest.Key Topics Discussed:What the August 17, 2026 smart bidding update actually changes for target CPA and target ROAS campaignsThe difference between the red "limited by budget" warning and the yellow recommendationWhy some advertisers see an anecdotal performance "overshoot" in budget-limited campaignsPractical solutions for accounts that are chronically limited by budgetHow to use maximize bid strategies as an alternative to target-based biddingYou can get Inside Google Ads episodes delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode130Google Ads CoachingNeed some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode130Inside Google Ads courseJoin 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode130Resources discussed in this episode:- Brooke Osmundson's Search Engine Journal article: https://www.searchenginejournal.com/google-clarifies-smart-bidding-update-after-advertiser-concerns/581804/- Google Ads documentation about this change: https://support.google.com/google-ads/answer/17061251?hl=en- Inside Google Ads episode 7 - What should you do if your campaign is limited by budget? https://jyll.ca/insidegoogleads/7?utm_source=podcast&utm_medium=referral&utm_campaign=episode130- Inside Google Ads episode 93 - What does limited by budget mean in Google Ads? https://jyll.ca/insidegoogleads/93?utm_source=podcast&utm_medium=referral&utm_campaign=episode130Follow Jyll on social mediahttps://www.linkedin.com/in/jyllsaskingaleshttps://www.youtube.com/@the_google_prohttps://www.instagram.com/the_google_prohttps://www.threads.net/@the_google_pro