Bid strategy labels reverted from 'Maximize conversions with a Target CPA' back to 'Target CPA'/'Target ROAS'
- Date
- Jun 19, 2026 (first reported)
- Primary source
- Search Engine Land
Advertisers began seeing the shorter names in the interface; Google confirmed through its Ads API blog that bidding behavior was unchanged.
On July 28 Natasha Kaurra spotted Target CPA and Target ROAS presented as standalone options in campaign setup rather than as optional targets under Maximize conversions (Search Engine Land, Search Engine Roundtable Jul 29).
Sources
- open_in_newGoogle Ads brings back Target CPA and Target ROAS namingSearch Engine Land · Jun 19, 2026
- open_in_newGoogle Ads Smart Bidding Strategies Target CPA & Target ROAS UpdatesSearch Engine Roundtable · Jun 22, 2026
- open_in_newGoogle Ads appears to separate Target CPA and Target ROAS bidding strategiesSearch Engine Land · Jul 28, 2026
- open_in_newGoogle Ads Target CPA & Target ROAS As Explicit Bidding Strategy OptionsSearch Engine Roundtable · Jul 29, 2026
Related changes
Undo