Google Ads brings back Target CPA and Target ROAS naming

Google Ads is changing how Smart Bidding strategies are labeled, separating target-based bidding strategies from volume-based bidding strategies.

Starting this month, “Maximize conversions with a Target CPA” will once again be called Target CPA, while “Maximize conversion value with a Target ROAS” will return to Target ROAS.

Why we care. The change is designed to make it clearer whether a campaign is optimising for maximum volume or attempting to hit a specific performance target.

The details.

• Maximize Conversions remains available for advertisers focused on driving as many conversions as possible within budget.
• Maximize Conversion Value remains available for advertisers focused on generating the highest conversion value possible within budget.

What isn’t changing. The update is purely organisational.

Google says there are:

• No changes to bidding behaviour
• No changes to campaign performance
• No changes required from advertisers

Campaigns will continue to bid exactly as they do today.

For API users. Google is also aligning the interface more closely with how bidding strategies are represented in the Google Ads API.

Developers should review integrations, reporting tools, and campaign creation workflows to ensure they correctly recognise standalone TARGET_CPA and TARGET_ROAS strategy types.

Google is encouraging API users to monitor future updates related to:

• The BiddingStrategyType enum
• Standalone TargetCpa and TargetRoas messages
• Optional target settings within MaximizeConversions and MaximizeConversionValue

Bottom line. Nothing changes in how Smart Bidding works, but advertisers may find campaign setup and reporting easier to understand as Google restores Target CPA and Target ROAS as clearly defined standalone strategy names.