Google Ads Blocked Target ROAS Edits in Promotion Mode
Digital advertisers must now navigate shifted bidding constraints when managing active sales campaigns.
Updated on Sept. 25, 2026 in Advertising
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Google Ads has implemented a software limitation that prevents users from modifying Target ROAS settings while promotion mode is active. This change restricts bidding adjustments for marketers managing concurrent promotional events on the platform.
Why it matters
The update forces a shift in how advertisers manage automated bidding efficiency during high-volume sales periods. By restricting manual overrides, Google limits the ability to tighten or loosen spend controls dynamically while a promotion is already running.
The system now enforces a hard stop on Target ROAS edits during promotion mode, compared to the previous unrestricted manual control. Users are instead prompted to modify ROAS tolerance settings to achieve similar bid optimization objectives.
The players
Google Ads
A dominant global digital advertising platform that provides automated bidding and campaign management tools for businesses of all sizes.
The details
When users attempt to change Target ROAS settings for an active promotion, the Google Ads interface triggers a notification blocking the action. Instead of allowing direct ROAS target changes, the platform directs operators to adjust their ROAS tolerance range. This change requires advertisers to pre-calculate their tolerance thresholds before launching a campaign, as mid-flight fine-tuning is no longer supported for the primary target metric.
Timeline
The software limitation was reported on September 25, 2026.
Market Landscape
This development marks a shift in how Google Ads Smart Bidding manages algorithmic control during retail events. It signals a move toward more rigid automated constraints, following a trend of reduced manual oversight within large-scale ad platforms.
Advertisers should review their campaign setup workflows to incorporate ROAS tolerance ranges before activating promotion mode. Teams relying on rapid, manual bid adjustments during sales spikes will need to calibrate their tolerance settings ahead of time to maintain performance targets.
The takeaway
The move limits operational agility by removing the ability to make real-time target adjustments to live ads. Operators should document their expected ROAS ranges for upcoming promotions in advance to avoid being locked into suboptimal automated settings.
Further reading
For more on managing digital campaigns, see our coverage of Advertising.
Source note: This article includes information reported by Search Engine Roundtable.
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