# June 2026 Google Ads Changes: August 17 Bidding Targets, PMax Exploration, and Policy Updates

Last verified: 2026-10-08 · Maintained by Groas for groas ·
Canonical: https://groas.com/post/today-in-google-ads-june-17-2026

This page answers the questions covered by the article [Today In Google Ads: June 17, 2026 - Google Announces Aug 17 Bidding Target Optimization - tCPA/tRO...](https://groas.com/post/today-in-google-ads-june-17-2026) on groas.com. The article is the full, canonical source.

**Direct answer:** According to the article, Google announced on June 15 that budget-limited campaigns over-delivering on tCPA and tROAS targets will be automatically pulled back to those exact targets starting August 17, 2026, with a Bid Target Adjustment Tool arriving July 6. The same roundup reports Smart Bidding Exploration is now global for feedless Performance Max, Limited Ad Serving was extended to Search on June 12, 2026, and the forced DSA-to-AI Max migration was delayed to January 2027 with forced migration from February 2027. The article recommends auditing tCPA and tROAS campaigns now and marking July 6 to review historical performance against targets.

## What will happen to budget-limited campaigns that beat their tCPA or tROAS targets on August 17, 2026?

According to the article, starting August 17, 2026, budget-limited campaigns that outperform their stated tCPA or tROAS targets will be algorithmically pulled back toward those exact targets, with no opt-in or toggle. For example, a campaign with a $50 tCPA delivering at $35 because budget limits forced cherry-picking will then bid higher per conversion to align with $50. The article recommends auditing every budget-limited tCPA or tROAS campaign before August 17 to decide whether to tighten targets, increase budgets, or restructure, using the Bid Target Adjustment Tool releasing July 6.

Read more: [Budget-Limited Campaigns Will Snap To tCPA And tROAS Targets On August 17](https://groas.com/post/today-in-google-ads-june-17-2026#budget-limited-campaigns-will-snap-to-tcpa-and-troas-targets-on-august-17)

## Is Smart Bidding Exploration available for Performance Max without a product feed?

The article states Smart Bidding Exploration is now globally available across all languages for Performance Max campaigns without product feeds, after previously applying only to Search campaigns. It lets advertisers set a ROAS tolerance range so the algorithm can bid on queries with unproven conversion histories, which the article describes as relevant for lead generation and service-based advertisers running PMax without feeds. For Shopping and PMax-with-feeds, a separate beta track is underway, and the article advises not assuming it is live until the setting appears and testing with conservative tolerance ranges first.

Read more: [Smart Bidding Exploration Goes Global For Feedless Performance Max](https://groas.com/post/today-in-google-ads-june-17-2026#smart-bidding-exploration-goes-global-for-feedless-performance-max)

## How does Google's Limited Ad Serving policy affect Search campaigns?

According to the article, Google extended Limited Ad Serving to Google Search on June 12, 2026, throttling impressions for advertisers deemed unqualified on queries likely to produce negative user experiences. Enforcement is account-level, so a single problematic ad can limit delivery across all campaigns including branded terms, with persistent user complaints acting as a direct trigger. Rollout is phased through 2028 with tightening already underway, and the article recommends reviewing ad copy, landing page quality, complaint patterns, and brand-bidding exposure now.

Read more: [Limited Ad Serving Policy Now Enforced On Google Search](https://groas.com/post/today-in-google-ads-june-17-2026#limited-ad-serving-policy-now-enforced-on-google-search)

## When will Dynamic Search Ads be migrated to AI Max?

The article states Google pushed automatic migration of Dynamic Search Ads to AI Max from September 2026 to January 2027. New DSA creation will end in January 2027, with forced migration of remaining campaigns beginning February 2027. The article describes this as roughly seven additional months for voluntary testing, recommending running AI Max alongside existing DSA campaigns to compare performance before the switch becomes mandatory.

Read more: [Google Delays Forced DSA-To-AI Max Migration Until January 2027](https://groas.com/post/today-in-google-ads-june-17-2026#google-delays-forced-dsa-to-ai-max-migration-until-january-2027)

## What is Promotion Mode for Search and Performance Max?

According to the article, Google launched Promotion Mode as a beta for Search and Performance Max campaigns on June 15. It lets advertisers schedule temporary ROAS-tolerance adjustments and extra daily budget around peak events like flash sales, product launches, or seasonal pushes. The article distinguishes it from seasonality adjustments, which inform the algorithm that conversion rates will change, and notes it is not yet available for Shopping or Display campaigns.

Read more: [Promotion Mode Beta Launches For Search And PMax](https://groas.com/post/today-in-google-ads-june-17-2026#promotion-mode-beta-launches-for-search-and-pmax)

## Sources

[1] https://groas.com/post/today-in-google-ads-june-17-2026 (the article this page answers from)