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
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
