Google Ads is changing how Smart Bidding strategies are labeled, separating target-based bidding strategies from volume-based bidding strategies.

Starting this month, “Maximize conversions with a Target CPA” will once again be called Target CPA, while “Maximize conversion value with a Target ROAS” will return to Target ROAS.

Why we care. The change is designed to make it clearer whether a campaign is optimising for maximum volume or attempting to hit a specific performance target.

The details.

  • Maximize Conversions remains available for advertisers focused on driving as many conversions as possible within budget.
  • Maximize Conversion Value remains available for advertisers focused on generating the highest conversion value possible within budget.

What isn’t changing. The update is purely organisational.

Google says there are:

  • No changes to bidding behaviour
  • No changes to campaign performance
  • No changes required from advertisers

Campaigns will continue to bid exactly as they do today.

For API users. Google is also aligning the interface more closely with how bidding strategies are represented in the Google Ads API.

Developers should review integrations, reporting tools, and campaign creation workflows to ensure they correctly recognise standalone TARGET_CPA and TARGET_ROAS strategy types.

Google is encouraging API users to monitor future updates related to:

  • The BiddingStrategyType enum
  • Standalone TargetCpa and TargetRoas messages
  • Optional target settings within MaximizeConversions and MaximizeConversionValue

Bottom line. Nothing changes in how Smart Bidding works, but advertisers may find campaign setup and reporting easier to understand as Google restores Target CPA and Target ROAS as clearly defined standalone strategy names.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup,…


Source link

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We blogs.grocliq.com want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It’s possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.

Website Upgradation is going on for any glitch kindly connect at [email protected]

 

 

Categorized in:

Blog,

Last Update: June 19, 2026