A timely fact-check
Google confirms that previously, increasing the daily budget on a "Limited by budget" Target CPA or ROAS campaign could cause a decline. Starting August 17, 2026, campaigns should hold closer to target regardless of budget.
A campaign flagged "Limited by budget" can't cover all available traffic; a budget increase opens lower-priority auctions.
What to check before you touch anything
- Whether the campaign carried a "Limited by budget" status before the increase.
- Which strategy is in use.
- Today's date relative to August 17, 2026.
- Whether targeting expanded at the same time.
Possible approaches
- If budget-limited, give the strategy time to adapt, or wait for the update.
- On Maximize Conversions or Conversion Value, treat a fluctuating CPA or ROAS as expected.
- Separate budget and targeting changes in future iterations.
- For narrow niches, expect a real demand ceiling.
- DataMind separates a temporary adaptation period from a sustained quality decline automatically.