Google Ads Smart Bidding Strategies Target CPA & Target ROAS Updates

Google Ads is updating really bidding strategies are labeled. Specifically, Target CPA and Target ROAS will show arsenic standalone bidding strategy options, separating them from the "Maximize conversions" and “Maximize conversion value” strategies.

These changes are happening now, this period and this is what you will see:

Google warns that "you whitethorn spot a operation of naming conventions," Note that different Google Ads surfaces for illustration the Google Ads API, Google Ads Editor, and the Google Ads mobile app will not beryllium shown pinch the caller names immediately.

Also, whether a strategy is branded arsenic "Maximize conversions pinch a Target CPA" aliases simply "Target CPA," they usability successful the nonstop aforesaid way.

Google vastly updated the about smart bidding Google Ads thief document (see the aged type over here). Google wrote:

Note: Starting successful June 2026, Google Ads is updating really bidding strategies are labeled. "Maximize conversions pinch a Target CPA" is changing to "Target CPA," and "Maximize conversion worth pinch a Target ROAS" is changing to "Target ROAS." While the names you spot mightiness somewhat disagree during this transition, the underlying bidding behaviour remains precisely the same. You won't request to return immoderate actions successful your relationship arsenic a consequence of these changes.

Google besides posted astir this connected the Google Ads developer blog saying, "Starting successful June 2026, Google Ads is updating really bidding strategies are branded to connection greater clarity betwixt volume-focused and target-focused goals. As portion of this update, we are decoupling Target CPA and Target ROAS from Maximize conversions and Maximize conversion value, reverting them to their previous, chopped standalone naming conventions"

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