{"id":12790,"date":"2026-10-23T14:29:15","date_gmt":"2026-10-23T14:29:15","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=12790"},"modified":"2026-10-23T14:29:17","modified_gmt":"2026-10-23T14:29:17","slug":"budget-limited-campaigns-after-august-17-the-roas-data","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/budget-limited-campaigns-after-august-17-the-roas-data\/","title":{"rendered":"Budget-limited campaigns after August 17: the ROAS data"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In a recent blog post, we covered Google\u2019s August 17th update: for years, Google had quietly held down bids on budget-limited campaigns, and on August 17th it stopped. Conversions from the rollout weren\u2019t fully counted yet, so we promised you the full ROAS picture once they were.<br><br>Now there are two months of data, and the verdict is in.<br><br><strong>Before August 17th, budget-limited campaigns beat their ROAS target by a median of about 20%. Within three weeks, that surplus was gone<\/strong>.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 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\/budget-limited-campaigns-after-august-17-the-roas-data\/#why-budget-limited-campaigns-beat-their-roas-target\" >Why budget-limited campaigns beat their ROAS target<\/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\/budget-limited-campaigns-after-august-17-the-roas-data\/#%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8bit-didnt-go-gently\" >\u200b\u200b\u200b\u200b\u200b\u200bIt didn\u2019t go gently<\/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\/budget-limited-campaigns-after-august-17-the-roas-data\/#the-window-most-advertisers-left-open\" >The window most advertisers left open<\/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\/budget-limited-campaigns-after-august-17-the-roas-data\/#if-google-writes-your-roas-google-can-rewrite-it\" >If Google writes your ROAS, Google can rewrite it<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/budget-limited-campaigns-after-august-17-the-roas-data\/#webinar-mmm-is-here-your-imagination-is-the-limit\" >[WEBINAR]\u00a0MMM is here. Your imagination is the limit<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/budget-limited-campaigns-after-august-17-the-roas-data\/#read-last-year-before-you-bid-this-year\" >Read last year before you bid this year.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-why-budget-limited-campaigns-beat-their-roas-target\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"why-budget-limited-campaigns-beat-their-roas-target\"><\/span><strong>Why budget-limited campaigns beat their ROAS target<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you set a tROAS, Google is meant to deliver roughly that ROAS. Campaigns limited by budget regularly delivered more. That extra ROAS above target is the surplus.<br><br>smec data shows how big it was:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>55%\u00a0<\/strong>of budget-limited campaigns beat their ROAS target, against about\u00a0<strong>a third<\/strong>\u00a0of all smart bidding campaigns.<\/li>\n\n\n\n<li>They beat it by more, too: a median of\u00a0<strong>~20%<\/strong>\u00a0above target, versus\u00a0<strong>~5%<\/strong>\u00a0for campaigns without a budget limit.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The reason: when a campaign was about to run out of budget, Google lowered its bids to stretch that budget further. Lower bids meant cheaper clicks, and cheaper clicks meant ROAS above target. On August 17th, Google stopped doing that.<br><br>One side effect is good news: budget-limited campaigns now lose impression share to\u00a0<strong>budget<\/strong>, not rank. That makes \u201clost to budget\u201d a useful diagnostic again.<br><br>So the surplus was real. but it came from Google\u2019s bidding, not your strategy. The question was how gently it would go.<\/p>\n\n\n\n<h2 id=\"h-it-didn-t-go-gently\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8b%e2%80%8bit-didnt-go-gently\"><\/span>\u200b\u200b\u200b\u200b\u200b\u200b<strong>It didn\u2019t go gently<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google said ROAS would trend toward target. It did, but not smoothly.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"992\" height=\"606\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/ROAS-overachievement-is-dead-after-august-17-google-update-2026.png\" alt=\"\" class=\"wp-image-12793\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/ROAS-overachievement-is-dead-after-august-17-google-update-2026.png 992w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/ROAS-overachievement-is-dead-after-august-17-google-update-2026-300x183.png 300w\" sizes=\"auto, (max-width: 992px) 100vw, 992px\" \/><figcaption class=\"wp-element-caption\">ROAS overachievement is dead and gone<\/figcaption><\/figure>\n<\/div>\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The median overshoot on budget-limited campaigns dropped to\u00a0<strong>roughly zero within three weeks<\/strong>\u00a0of August 17th.<\/li>\n\n\n\n<li>CPCs rose on budget-limited campaigns and fell on everyone else.<\/li>\n\n\n\n<li>In one real account, a\u00a0<strong>UK kitchen and homeware retailer<\/strong>, CPCs jumped\u00a0<strong>44%\u00a0<\/strong>in a\u00a0<strong>single week<\/strong>. Its ROAS now sits right on target.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:69px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/Weekly-ROAS-vs-TargetRoas-case-study-1024x534.png\" alt=\"\" class=\"wp-image-12794\" style=\"aspect-ratio:1.917665450755602;width:690px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/Weekly-ROAS-vs-TargetRoas-case-study-1024x534.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/Weekly-ROAS-vs-TargetRoas-case-study-300x156.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/Weekly-ROAS-vs-TargetRoas-case-study.png 1070w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u200b\u200b\u200b\u200b\u200b\u200bCase Study: Kitchen &amp; Homeware, UK<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">The upside: actual ROAS now tracks target closely. Your tROAS is a more reliable lever for scaling up or holding back through peak.<br><br>But not everyone has noticed that yet.<\/p>\n\n\n\n<h2 id=\"h-the-window-most-advertisers-left-open\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-window-most-advertisers-left-open\"><\/span><strong>The window most advertisers left open<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many advertisers who&nbsp;<strong>weren\u2019t<\/strong>&nbsp;budget-limited raised their tROAS targets after August 17th anyway, out of nervousness. Most never lowered them again.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"706\" height=\"638\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/tROAS-incrases-suggest-august-17-smart-bidding-update-spooked-advertisers.png\" alt=\"\" class=\"wp-image-12795\" style=\"width:570px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/tROAS-incrases-suggest-august-17-smart-bidding-update-spooked-advertisers.png 706w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/tROAS-incrases-suggest-august-17-smart-bidding-update-spooked-advertisers-300x271.png 300w\" sizes=\"auto, (max-width: 706px) 100vw, 706px\" \/><figcaption class=\"wp-element-caption\">tROAS increases suggest Aug 17th Smart Bidding update spooked advertisers<\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>If you did:<\/strong>\u00a0it\u2019s safe to go back.<\/li>\n\n\n\n<li><strong>If your competitors did:<\/strong>\u00a0a stricter target on their side means clicks are available on yours.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As Chris Scharm\u00fcller, our CCO, put it on our\u00a0<a href=\"https:\/\/smarter-ecommerce.com\/en\/podcast\/season-4\/google-s-august-17-bidding-update-good-or-bad-the-data\/\" target=\"_blank\" rel=\"noreferrer noopener\">podcast Growing Ecommerce<\/a>: &#8220;Actually be more aggressive now, because there\u2019s market.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That fixes your bids. It doesn\u2019t answer the harder question your leadership will ask next.\u200b\u200b\u200b\u200b<\/p>\n\n\n\n<h2 id=\"h-if-google-writes-your-roas-google-can-rewrite-it\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"if-google-writes-your-roas-google-can-rewrite-it\"><\/span><strong>If Google writes your ROAS, Google can rewrite it<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For years, part of the ROAS budget-limited campaigns reported came from a Google mechanism nobody could see. Then it disappeared in three weeks, and nothing in your account changed.<br><br>Going into Q4, your CMO won\u2019t ask about tROAS. They\u2019ll ask where the next euro should go, and how you know.<br><br>Answering with platform-reported numbers means answering with the source that just moved under you. You\u2019re not alone in doubting it: 91% of senior marketers say platform-reported results are overstated (Affinity Solutions, March 2026).<br><br>Luckily, that\u2019s exactly what Mike\u2019s next session covers:<\/p>\n\n\n\n<h2 id=\"h-webinar-mmm-is-here-your-imagination-is-the-limit\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"webinar-mmm-is-here-your-imagination-is-the-limit\"><\/span>[WEBINAR]\u00a0<strong>MMM is here. Your imagination is the limit<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Understanding August 17th is step one. Proving where your budget actually works is step two.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Join smec&#8217;s Head of Ecommerce Insights Mike Ryan for a 45-minute live session. You&#8217;ll leave with:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1.&nbsp;<strong>Why MMM, why now:&nbsp;<\/strong>stop defending budgets, start proving them, and why competing platform ROI claims can\u2019t settle the argument.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2.&nbsp;<strong>How modern MMM works:&nbsp;<\/strong>a non-technical guide to Google Meridian and Meta Robyn, and what Bayesian modeling means.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3.&nbsp;<strong>The standard toolkit:&nbsp;<\/strong>budget allocation, ROAS saturation and adstock decay, and how to read them correctly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4.&nbsp;<strong>Creative use cases:&nbsp;<\/strong>modeling profit instead of revenue, offline and store data, new vs. returning customers, promotions vs. natural seasonality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5.&nbsp;<strong>From model to action:&nbsp;<\/strong>breaking Google Ads down into PMax and Demand Gen, scenario planning, and recommendations down to campaign level.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/smarter-ecommerce.com\/en\/page\/webinar-mmm-is-here-and-your-imagination-is-the-limit\/\">Register for the webinar<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"read-last-year-before-you-bid-this-year\"><\/span>Read last year before you bid this year.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Five&nbsp;<strong>free AI prompts<\/strong>&nbsp;that turn last season\u2019s Google Ads exports into a Black Friday plan. One prompt every weekday, straight to your inbox.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/a\/Website\/Landing_Pages\/prompt-lib-email-course\/Img-hero-mobile.png\" alt=\"\" style=\"width:608px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/smarter-ecommerce.com\/en\/google-ads-prompt-library\/black-friday-prompt-course\/\">Register for the course<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a recent blog post, we covered Google\u2019s August 17th update: for years, Google had quietly held down bids on budget-limited campaigns, and on August 17th it stopped. Conversions from the rollout weren\u2019t fully counted yet, so we promised you the full ROAS picture once they were. Now there are &#8230;<\/p>\n","protected":false},"author":84,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[704],"class_list":["post-12790","post","type-post","status-publish","format-standard","hentry","category-google-ads","tag-microblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Budget-limited campaigns after August 17: the ROAS data - smec<\/title>\n<meta name=\"description\" content=\"Budget-limited campaigns used to beat their ROAS target by ~20%. Since August 17, they hit it. See the data and what it means for your tROAS in Q4.\" \/>\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\/budget-limited-campaigns-after-august-17-the-roas-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Budget-limited campaigns after August 17: the ROAS data\" \/>\n<meta property=\"og:description\" content=\"Budget-limited campaigns used to beat their ROAS target by ~20%. Since August 17, they hit it. See the data and what it means for your tROAS in Q4.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/budget-limited-campaigns-after-august-17-the-roas-data\/\" \/>\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=\"2026-10-23T14:29:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-23T14:29:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2026\/10\/ROAS-overachievement-is-dead-after-august-17-google-update-2026.png\" \/>\n\t<meta property=\"og:image:width\" content=\"992\" \/>\n\t<meta property=\"og:image:height\" content=\"606\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lenka Vuksanovic\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\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\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/\"},\"author\":{\"name\":\"Lenka Vuksanovic\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/46bffcda40288122d4e355c4aaf53d04\"},\"headline\":\"Budget-limited campaigns after August 17: the ROAS data\",\"datePublished\":\"2026-10-23T14:29:15+00:00\",\"dateModified\":\"2026-10-23T14:29:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/\"},\"wordCount\":758,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/ROAS-overachievement-is-dead-after-august-17-google-update-2026.png\",\"keywords\":[\"microblog\"],\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/\",\"name\":\"Budget-limited campaigns after August 17: the ROAS data - smec\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/budget-limited-campaigns-after-august-17-the-roas-data\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/ROAS-overachievement-is-dead-after-august-17-google-update-2026.png\",\"datePublished\":\"2026-10-23T14:29:15+00:00\",\"dateModified\":\"2026-10-23T14:29:17+00:00\",\"description\":\"Budget-limited campaigns used to beat their ROAS target by ~20%. 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