Starting June 2026, Google Ads will update how bidding strategies are labeled to enhance clarity between volume-focused and target-focused goals. The Target CPA and Target ROAS strategies will revert to standalone naming conventions.
The update involves the following changes in strategy labels:
- “Maximize conversions with a Target CPA” will change to “Target CPA”.
- “Maximize conversion value with a Target ROAS” will change to “Target ROAS”.
The bidding behavior remains unchanged, with no impact on campaign performance or bidding logic.
For developers, adjustments are suggested for custom applications to ensure compatibility with the new TARGETCPA and TARGETROAS designations.
Read the official announcement here: Updates to Smart Bidding Strategy Naming and Organization in Google Ads.