Google Ads tests seasonal bid tweaks for App campaigns

Google Ads began testing a new feature in October 2026 that allows seasonal bid adjustments at the ad group level within App campaigns. This update means you can now adjust bids for specific ad groups during seasonal periods or promotions, rather than applying changes across the whole campaign. The information comes from Search Engine Land.

## What are seasonal bid adjustments in Google Ads?
Seasonal bid adjustments are temporary changes you make to bids to reflect expected peaks or drops in user activity, such as during holidays or app launches. Previously, these adjustments applied only at the campaign level. Now the test extends this control to individual ad groups within App campaigns. That’s useful because different ad groups often promote various app features or target different audiences with different seasonal demand.

## How to use these new controls?
If you run App campaigns in Google Ads, watch for this feature appearing in your account. Start by identifying key dates or events that drive traffic spikes. Then apply seasonal bid adjustments specifically to those ad groups that benefit most from increased or decreased bids. It’s a useful way to focus your budget and improve Smart Bidding’s responsiveness. Planning your spend around these shifts can be easier using tools like my Google Ads budget calculator.

## What it means for you
This update gives you a finer level of control over Smart Bidding during important periods. By adjusting bids at the ad group level, you can better allocate budget to your highest potential areas within App campaigns. This should help improve efficiency without risking overbidding on less relevant ad groups. I recommend testing seasonal bid tweaks in your next app promotion and reviewing the results carefully.