Starting on November 17 2025, we are changing the account-default behavior of automatically created customer conversion goals .
Current behavior
Currently, when you create a new conversion action using the Google Ads API, customer conversion goals are created automatically, as needed. These newly created goals are automatically set as account-default, meaning this goal will automatically be biddable in any campaign that is optimizing to account-default goals. While convenient, this sometimes leads to bidding mechanisms targeting unnecessary goals, potentially resulting in suboptimal campaign performance. This change aims to optimize bidding performance by reducing the number of unnecessary goals included in the account-default set for a given account.
What’s changing?
With this change, a new automatically created goal will only be set as account-default if all other goals within the same category are also account-default goals. For example, if an account has an existing, non-account-default customer conversion goal associated with a conversion action with the category PURCHASE WEBSITE PURCHASE
This approach helps us better infer user intent, and it ensures that the account-default set remains lean and effective.
Technical recommendation
After this change is introduced, newly created account goals will not be considered account-default automatically. If you want to set an account goal to account-default manually, set the CustomerConversionGoal.biddable true.
This update will enhance the efficiency and effectiveness of goal management within Google Ads. We encourage you to review your applications and client workflows in light of this upcoming change.
For any questions or concerns, feel free to refer to our support page . You can also discuss this post in our “Google Advertising and Measurement Community” Discord server .
