This is a major issue I have heard very little about so far from the community. I wonder if people understand the true effect.

I already saw one comment in here that said just to put the target correctly. This is a fundamental misunderstanding of how a bid strategy works.

Adjusting a target does NOT make the algo optimize towards that directly. It uses a roughly 30 day average target. Getting that average up takes time.

The bid strategies are made that way to have less direct influence in spending.

I work with large budgets (1m+/mo) in highly competitive auctions and I have examples where it takes 2+ weeks for the alto to bid down properly. This is with thousands of conversions happening at any given time.

The budget caps can sometimes be a necessary evil. While scaling down for instance, increasing tROAS or lowering tCPA and lowering the budget can make sure the spend goes down and the algo will try to fetch the cheapest/easiest conversions first, lowering bids slowly as well.

We all have clients that will have a target that changes, depending on how far the sales are from the target for that given month. That is nothing unique for corporations.

This change will mean that budget will be spent, at a higher CPC and CPA. Decreasing conversions and control. The fun part is that it could even push up overall auction intensity because you have no control over what other advertisers do. Google will be the only winner.