Navah Hopkins shared that starting August 4, 2025, Target CPA (TCPA) and Target ROAS (TROAS) will no longer be available as standalone bidding strategies in Microsoft Ads. Instead, they’ll become optional goals:
- Maximize Conversions (for TCPA)
- Maximize Conversion Value (for TROAS)
No action is required. Microsoft will automatically transition existing campaigns and preserve current targets.
New campaigns should select the Maximize strategies and set optional targets as needed.