Starting August 17, 2026, bidding within Demand Gen line items is being updated to improve consistency and predictability. Today, Demand Gen line items using target-based bid strategies (Target CPA, Target ROAS or Target CPC), may be overperforming versus the bidding targets, and see performance fluctuations when budgets are adjusted.
After August 17, 2026, these line items will more consistently perform toward your bid target, including when you make budget adjustments, so you can increase spend with more predictable performance.
If you have budget-limited Demand Gen line items using target-based bid strategies that have historically overachieved versus the stated target, you may experience performance volatility if you don’t make any changes to the line items before August 17.
Example
If your line item’s target CPA is $10, but your actual CPA performance is $5, your line item will deliver more closely to an actual CPA of $10 after this change. If you want to maintain the current performance of $5 CPA, you should update your target CPA to $5.
Options to keep or adjust your targets
Depending on your goals, you can choose one of the following actions to manage your Demand Gen line items.
Keep your current target
If the target accurately reflects your goals, no action is needed. However, expect performance to align more closely with this target after the update.
Adjust to a custom number
You can manually set a new target that better matches your current business objectives.
Change your bid strategy
If prioritizing volume over a specific target is preferred for your Demand Gen campaign, consider switching from Target CPA to Maximize Conversions, from Target ROAS to Maximize Conversion Value or from Target CPC to Maximize Clicks.