{"id":12757,"date":"2026-09-17T13:51:13","date_gmt":"2026-09-17T13:51:13","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=12757"},"modified":"2026-09-18T08:22:46","modified_gmt":"2026-09-18T08:22:46","slug":"google-ends-its-bid-suppression-era-what-it-means-for-your-roas","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/","title":{"rendered":"Google ends its bid suppression era: What it means for your ROAS"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If your budget-limited campaigns are suddenly costing more per click, you&#8217;re not imagining it and it&#8217;s not something you changed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since August 17th, we&#8217;ve seen median CPCs on budget-limited tROAS campaigns climb +15.8% while CPCs on campaigns that were never budget-limited actually dropped 13% over the same window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This divergence is neither coincidence, nor a bid strategy problem on your end. Google turned off a mechanism most advertisers never knew existed: artificially suppressing bids on budget-limited campaigns to keep spend under the monthly cap.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This article breaks down what that mechanism was, why Google built it, and \u2014 now that it&#8217;s gone \u2014 what it means for your CPCs, your impression share, plus what you should actually do about it.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/#what-%e2%80%9climited-by-budget%e2%80%9d-actually-meant-and-a-bit-of-history\" >What &#8220;limited by budget&#8221; actually meant, and a bit of history<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/#your-%e2%80%9clost-to-rank%e2%80%9d-number-was-lying-to-you\" >Your &#8220;lost to rank&#8221; number was lying to you<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/#and-what-about-cpcs\" >And what about CPCs?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/#is-it-too-late-to-act\" >Is it too late to act?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-limited-by-budget-actually-meant-and-a-bit-of-history\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what-%e2%80%9climited-by-budget%e2%80%9d-actually-meant-and-a-bit-of-history\"><\/span>What &#8220;limited by budget&#8221; actually meant, and a bit of history<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/1-in-2-budget-limited-campaigns-exceed-roas-target-1-1024x633.png\" alt=\"\" class=\"wp-image-12759\" style=\"aspect-ratio:1.6177178623013961;width:646px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/1-in-2-budget-limited-campaigns-exceed-roas-target-1-1024x633.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/1-in-2-budget-limited-campaigns-exceed-roas-target-1-300x185.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/1-in-2-budget-limited-campaigns-exceed-roas-target-1.png 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">1 in 2 budget-limited campaigns exceed the ROAS target<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">For years, Google&#8217;s Smart Bidding used a mechanism sometimes called bid suppression or bid throttling. Here&#8217;s Google&#8217;s own explanation:<br><br><em>\u201cWhen a campaign is budget constrained, the system automatically decreases bids to avoid hitting the budget cap. This hurts your ability to compete fully in auctions. The budgeting system lowers bids to &#8216;stretch&#8217; your budget out, leading to cheaper conversions\u201d<\/em><br><br>In plain terms: your bids were capped so you couldn&#8217;t outspend your own budget. A side effect of cheaper bids was cheaper clicks, which often meant more conversions per euro than your tROAS target actually called for.<br><br><strong><a href=\"https:\/\/www.linkedin.com\/in\/mikeryanretail\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mike Ryan<\/a><\/strong>, our Head of Ecommerce Insights, examined the issue and found that during the three months before August 17th, <strong>more than half<\/strong> of budget-limited campaigns were overdelivering their ROAS target.<br><br>Campaigns that weren&#8217;t limited by budget? Only <strong>30%<\/strong> overdelivered; the clear majority (<strong>57%<\/strong>) landed right on target.<br><br>Budget-limited campaigns weren&#8217;t jus performing well. They were performing suspiciously well, and now we know why.\u200b\u200b\u200b<\/p>\n\n\n\n<h2 id=\"h-your-lost-to-rank-number-was-lying-to-you\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"your-%e2%80%9clost-to-rank%e2%80%9d-number-was-lying-to-you\"><\/span>Your &#8220;lost to rank&#8221; number was lying to you<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Impression share is the percentage of impressions your ads receive compared to the total number of impressions they <em>could have<\/em> received.<br><br>Impression share is lost for <strong>two<\/strong> main reasons: budget and ad rank. For a \u201climited by budget\u201d campaign, you\u2019d expect to lose impressions primarily due to budget, right? Well\u2026\u00a0<br><br>Ad rank is largely a function of your bid, so suppressing a budget-limited campaign&#8217;s bids also suppressed its ad rank at auction time. As Mike put it to clients: most budget-limited campaigns actually had rank as the dominant loss reason, because bids were suppressed, leading to loss of ad rank.<br><br>Before August 17th, the median budget-limited campaign was losing <strong>45%<\/strong> of impression share to rank and only <strong>4%<\/strong> to budget \u2014 backwards from what the label &#8220;limited by budget&#8221; suggests.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/August-17-ended-artificial-rank-limiting-via-bid-suppression-1024x633.png\" alt=\"\" class=\"wp-image-12760\" style=\"aspect-ratio:1.6177178623013961;width:677px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/August-17-ended-artificial-rank-limiting-via-bid-suppression-1024x633.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/August-17-ended-artificial-rank-limiting-via-bid-suppression-300x185.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/August-17-ended-artificial-rank-limiting-via-bid-suppression.png 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Impression share lost to budget vs. rank, before\/after<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Since the week of August 17th, the two impression-share lines have flipped:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>lost-to-rank <strong>fell<\/strong> from ~45% to ~30%,<\/li>\n\n\n\n<li>lost-to-budget <strong>climbed<\/strong> from ~4% to ~33%.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This situation is reversing exactly as you&#8217;d expect once bid suppression stops.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking past loss reasons to actual impression share, the bad news is that <strong>median impression share on budget-limited campaigns has dropped from 40% to 31%<\/strong> since Aug 17th.<\/p>\n\n\n\n<h2 id=\"h-and-what-about-cpcs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"and-what-about-cpcs\"><\/span>And what about CPCs?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"634\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/cheap-cpc-are-now-freely-available-to-other-campaigns-1024x634.png\" alt=\"\" class=\"wp-image-12761\" style=\"aspect-ratio:1.6151501605234282;width:659px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/cheap-cpc-are-now-freely-available-to-other-campaigns-1024x634.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/cheap-cpc-are-now-freely-available-to-other-campaigns-300x186.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/cheap-cpc-are-now-freely-available-to-other-campaigns.png 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Cheap CPCs are now freely available to other campaigns<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">CPCs tell the other half: budget-limited campaigns climbed from <strong>\u20ac0.38<\/strong> to <strong>\u20ac0.44<\/strong>, while non-limited campaigns fell to <strong>\u20ac0.33.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Mike&#8217;s words: a sizable pool of cheap clicks has been liquidated and is now freely available to non-limited campaigns, which is why he considers this change to be actually positive for the broader ecosystem.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He and <strong><a href=\"https:\/\/go.smarter-ecommerce.com\/e\/224312\/in-christian-scharmC3BCller-\/2g24jb\/1981241865\/h\/Lc90lb2ksZ6YZ4UgJqco564GFdEJ0gSaU1mKAYgdiDA\" target=\"_blank\" rel=\"noopener\">Chris Scharm\u00fcller<\/a><\/strong> predicted that cheap clicks were being soaked up by budget-limited campaigns on the <strong><a href=\"https:\/\/go.smarter-ecommerce.com\/e\/224312\/watch-v-NBx6-BHPLoc-t-1676s\/2g24ht\/1981241865\/h\/Lc90lb2ksZ6YZ4UgJqco564GFdEJ0gSaU1mKAYgdiDA\" target=\"_blank\" rel=\"noopener\">July 8th episode of Growing Ecommerce<\/a><\/strong>, and further predicted that CPCs might deflate for non-limited advertisers in a later episode.<br>\u200b\u200b\u200b\u200b<\/p>\n\n\n\n<h2 id=\"h-is-it-too-late-to-act\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"is-it-too-late-to-act\"><\/span>Is it too late to act?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you haven&#8217;t looked at your own budget-limited campaigns yet, these are your options:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Do nothing.<\/strong> Expect CPCs to keep climbing and, if budget doesn&#8217;t flex, expect to lose overall reach. If the excess ROAS was truly just \u201cnice-to-have\u201d you can do this.\u00a0<br>\u00a0<\/li>\n\n\n\n<li><strong>Move your tROAS target closer to what you\u2019ve seen delivered so far.<\/strong> Tempers the CPC increase by asking for proportionately valuable clicks. Prior to Aug 17th we observed it was quite popular for advertisers to increase targets.<br>\u00a0<\/li>\n\n\n\n<li><strong>Increase budget where you can.<\/strong> Google promises smoother scaling when transitioning from budget-limited to non-limited campaigns. We have only seen a small minority of advertisers take up this offer so far.<br>\u00a0<\/li>\n\n\n\n<li><strong>Switch from tROAS to Maximize Conversions.<\/strong> It is impossible for a max conversions campaign to be budget-limited, because the goal is to buy as many conversions as possible within that budget, whatever it may be.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Everything above (CPCs, impression share, behavorial changes) is already measurable today.<br><br>However, the ROAS verdict \u2014 whether overdelivering campaigns are now landing on target, as expected \u2014 is still a couple weeks out, until conversion data is fully attributed around Sep 27th.<br><br>Stay tuned, we will analyse this as well!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If your budget-limited campaigns are suddenly costing more per click, you&#8217;re not imagining it and it&#8217;s not something you changed. Since August 17th, we&#8217;ve seen median CPCs on budget-limited tROAS campaigns climb +15.8% while CPCs on campaigns that were never budget-limited actually dropped 13% over the same window. This divergence &#8230;<\/p>\n","protected":false},"author":22,"featured_media":12764,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[],"class_list":["post-12757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The end of Google Ads bid suppression era.<\/title>\n<meta name=\"description\" content=\"Google ended bid suppression, and your CPCs are spiking. Take back control! Steer your budget-limited campaigns with relevant business data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google ends its bid suppression era: What it means for your ROAS\" \/>\n<meta property=\"og:description\" content=\"Google ended bid suppression, and your CPCs are spiking. Take back control! Steer your budget-limited campaigns with relevant business data.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\/\" \/>\n<meta property=\"og:site_name\" content=\"Google Ads &amp; Performance Max Insights for Ecommerce | smec Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-17T13:51:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-18T08:22:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/09\/Bid-supression.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mike Ryan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mikeryanretail\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/\"},\"author\":{\"name\":\"Mike Ryan\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/effa2765c648a602e080267660e48aac\"},\"headline\":\"Google ends its bid suppression era: What it means for your ROAS\",\"datePublished\":\"2026-09-17T13:51:13+00:00\",\"dateModified\":\"2026-09-18T08:22:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/\"},\"wordCount\":826,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Bid-supression.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/\",\"name\":\"The end of Google Ads bid suppression era.\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/google-ends-its-bid-suppression-era-what-it-means-for-your-roas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Bid-supression.jpg\",\"datePublished\":\"2026-09-17T13:51:13+00:00\",\"dateModified\":\"2026-09-18T08:22:46+00:00\",\"description\":\"Google ended bid suppression, and your CPCs are spiking. 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With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market. [linebreak] As a seasoned content creator and thought leader, Mike is the force behind the popular \\\"Growing Ecommerce\\\" podcast, where he discusses industry trends, performance marketing tactics, and the evolving dynamics of digital advertising. His deep analytical approach\u2014whether it\u2019s dissecting Performance Max campaigns or refining profit-based bidding strategies\u2014has earned him recognition among peers and in leading industry publications. Mike\u2019s commitment to innovation and his ability to translate complex data into actionable insights make him a trusted advisor for clients and an inspiring speaker at major conferences (SMX, OMR, DMEXCO, IRX). 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