Starting in June 2026, Google Ads is updating how bidding strategies are labeled to offer greater clarity between volume-focused and target-focused goals.
As part of this update, we are decoupling Target CPA and Target ROAS from Maximize conversions and Maximize conversion value, reverting them to their previous, distinct standalone naming conventions
Information for Developers and Google Ads API Users
For developers managing Google Ads accounts programmatically using the Google Ads API
API Strategy Types
Campaigns optimizing for a target will focus on achieving that stated target rather than maximizing volume by internally lowering bids when budgets become constrained. To support this distinction, standalone TARGET_CPA and TARGET_ROAS concepts are being prioritized over bundled Maximize strategies with optional targets for applicable campaign types (such as Search campaigns).
What you should do:
Review Integrations: Make sure your applications and custom dashboards correctly parse and display the standalone TARGET_CPA and TARGET_ROAS strategy designations.
Campaign Creation Logic: When you create new campaigns using the API, evaluate your logic for setting optional targets on MAXIMIZE_CONVERSIONS or MAXIMIZE_CONVERSION_VALUE versus using standalone target strategies where applicable.
Monitor Releases: Continue to monitor Google Ads API release notes and documentation . Specifically, look for updates on the BiddingStrategyType enum, the reintroduction and usage of standalone TargetCpa and TargetRoas messages, and any deprecation or changes to the optional target_cpa and target_roas fields within the MaximizeConversions and MaximizeConversionValue messages for Search campaigns.
What is changing?
The following bidding strategy labels are changing in the Google Ads user interface:
"Maximize conversions with a Target CPA" is changing to "Target CPA"
"Maximize conversion value with a Target ROAS" is changing to "Target ROAS"
Maximize Conversions and Maximize Conversion Value will remain available as distinct options for advertisers looking to maximize volume within a given budget without specifying a particular target.
What is NOT changing?
Note that the underlying bidding behavior remains exactly the same. This is strictly a labeling and organizational update.
There is no impact on campaign performance or bidding logic.
The transition requires no action in your accounts for campaigns to continue bidding as expected.
For more background on how these strategies operate and are managed, refer to the following resources:
If you have questions about these upcoming changes, please reach out via our developer forum or standard support channels.
