The Target Bidding Apocalypse: What History Reveals About the Storm Ahead

Google’s latest shakeup in Smart Bidding is causing quite the stir across the PPC world—like a digital tempest brewing on the horizon. As August 17 inches closer, many advertisers are left scratching their heads, wondering: will our trusty old pals Target CPA and Target ROAS still play nice, or are we about to see them tossed aside like last season’s trends? Now, I’ve seen Google flip the bidding script before—and believe me, these transitions often teach us more than just new mechanics; they reveal how to adapt and thrive amid the chaos. So, buckle up, because this isn’t just another update—it’s potentially the most seismic shift in Google Ads for 2026. Curious to see how this might upend your strategies or maybe even unlock new opportunities? If your campaigns lean on Target CPA or ROAS, you’ll want to get ahead of the curve before the wave hits. LEARN MORE.

Google’s upcoming changes to Smart Bidding have sparked one of the biggest debates the PPC industry has seen in years. With the rollout scheduled to begin on August 17, many advertisers are questioning whether long-standing Target CPA and Target ROAS strategies will continue to work the way they always have.

Our latest SMX Now installment won’t simply recap Google’s announcement. Instead, it promises to put the update into historical context, explaining why experienced PPC professionals believe this isn’t the first time Google has fundamentally changed how automated bidding behaves—and what advertisers can learn from previous transitions.

The announcement has generated significant discussion throughout the PPC community, with many questioning whether advertisers will need to rethink years of bidding best practices before the rollout begins.

Whether you agree with Google’s approach or share the concerns voiced across the PPC community, this is one of the most significant Google Ads changes of 2026.

If your accounts rely on Target CPA or Target ROAS bidding, this webinar offers an opportunity to understand what’s changing, why it matters, and how to prepare in its early roll out phase.

Join us August 19th, 1PM EST

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About the Author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.