Google is testing ad group-level seasonal adjustments for App campaigns. Previously, the feature was available only at campaign level.
What changed
Advertisers can now control Smart Bidding separately for each ad group during promotions. Before, adjustments applied to the entire campaign. If you ran multiple ad groups with different offers or audiences, that approach did not allow flexible budget allocation.
Seasonal adjustments let you signal expected conversion changes to the algorithm in advance. During sales, holidays or app feature launches, conversions spike and Smart Bidding may lag behind user behaviour shifts. The system then adjusts bids and captures traffic during the critical window.
How it works at ad group level
You can now set different adjustments for each ad group inside one App campaign. One group targeting new users gets a Black Friday boost, another for re-engagement stays flat, a third for premium segments gets a separate adjustment for a paid subscription launch.
This matters for apps with multiple monetisation models or conversion goals. You keep one campaign structure and shift bid aggressiveness by group. Fewer campaigns mean simpler reporting and faster data accumulation for Smart Bidding.
Availability
This is a test rollout. Google has not disclosed when ad group-level adjustments will go live for all advertisers. If you see the setting in your App campaign interface, you are in the test group.
For those running mobile offers through Google Ads, this allows tighter bid control during high-volume windows. Until the feature rolls out widely, the workaround is separate campaigns for promo periods with raised target CPA or target ROAS, but that costs learning time for the algorithm.
