Google Ads has fully launched Smart Bidding Exploration for campaigns using Target ROAS. Advertisers can now enable this feature at both the individual campaign and portfolio level.
Smart Bidding Exploration gives campaigns more flexibility to test higher traffic potential, while still optimizing toward ROAS targets. This can help uncover new conversion opportunities without needing structural changes.
Originally named Bidding Exploration, this feature was first spotted in late September 2024. At Google Marketing Live 2025, it was announced as part of AI Max for Search campaigns, designed to identify untapped queries and capture additional conversions.
Early tests suggest that giving tROAS campaigns “wiggle room” can lead to significant performance improvements, including conversion uplifts at no extra cost.
This news was shared by Maximilian vom Eyser.