Google is changing how Smart Bidding handles budget-limited campaigns starting August 17, 2026. Advertisers running campaigns on the Polish market with Target CPA or Target ROAS bidding need to review and adjust their targets before this date.
What Is Changing
In budget-limited campaigns where the algorithm achieves better results than the stated target, Smart Bidding currently over-delivers. After August 17, it will enforce the targets you set more strictly.
If your campaign targets 50 PLN CPA but consistently converts at 30 PLN, after August 17 the algorithm will aim for 50 PLN. Conversion volume drops while budget stays the same.
Google.pl Campaigns and This Change
Polish market campaigns often see wide CPA variation across product categories and seasons. E-commerce campaigns in Q3 (summer) typically over-deliver compared to Q4 targets set during peak season planning. These campaigns are at higher risk if targets have not been updated to reflect current performance.
Check budget-limited campaigns on Google.pl placements specifically. If actual CPA is well below your set target, adjust before August 17.
Steps to Take Now
Step 1: Filter campaigns by "Limited by budget" status in your Google Ads account.
Step 2: Compare your stated Target CPA to the Avg. CPA column in reports. A significant gap means the campaign is over-delivering and is at risk.
Step 3: Open Tools > Bid strategies > Advanced controls > Bid Target Adjustment Tool. Google shows recommended new targets per campaign.
Step 4: Lower Target CPA to reflect actual performance. Do this by August 10, 2026 at the latest, to give the algorithm one week to adapt before the change.
More Google Ads guides for the Polish market: https://yositeup.com/en-pl/
