More Google Ads updates are arriving on the heels of Google Marketing Live 2026. Google just announced several bidding and budgeting updates across Search, Shopping, and Performance Max campaigns, including a new beta called Journey-aware Bidding. The feature aims to help Google Ads optimize towards the full lead-to-sale journey instead of relying mostly on front-end conversion actions like form fills. Google also expanded Smart Bidding Exploration into additional campaign types and introduced new demand-led budget pacing updates for Search and Shopping campaigns. The announcements mark one of the larger bidding-focused updates Google Ads has introduced since last year. Journey-Aware Bidding Targets A Longstanding Lead Gen Problem Journey-aware Bidding may draw the most attention from lead generation advertisers. According to Google, Search campaigns using Target CPA bidding can learn from both biddable and non-biddable conversion goals. That requires advertisers to track the full path from lead to sale.…