Jyll Saskin Gales shared that Google Ads has announced a new Smart Bidding feature called Journey Aware Bidding, set to launch in 2026 for Search campaigns using Target CPA. This update allows advertisers to let secondary conversion actions, such as MQLs, SQLs, or form submissions, influence the bidding algorithm without counting them as actual conversions.
In other words, it’s like using micro-conversions to guide performance, but without the need to set them up separately. By importing and categorizing all key conversion points across the lead-to-sale funnel, advertisers can help Smart Bidding make more informed decisions based on the full customer journey.
The feature is expected to be especially valuable for lead gen marketers seeking a more data-aware, nuanced optimization model.