Google Ads Is Bringing Back Target CPA and Target ROAS Names

Those who have been using Google Ads for a while will remember: Target CPA and Target ROAS were once merged into the "Maximize Conversions" and "Maximize Conversion Value" strategies, tucked in as optional settings rather than standing on their own. The consolidation was meant to simplify bidding, but it ended up creating a different kind of confusion. Google has taken note and is reversing course.

Bit DedeKey takeaways

• From June 2026, Google Ads replaces "Maximise conversions with a Target CPA" and "Maximise conversion value with a Target ROAS" with their original standalone names: Target CPA and Target ROAS.
• This is a naming change only: bidding algorithms, campaign performance and required advertiser actions are completely unchanged.
• Target CPA and Target ROAS are target-based strategies that try to hit a specific cost-per-conversion or return-on-spend ceiling; Maximise Conversions and Maximise Conversion Value are volume-based with no cost constraint.
• Accounts with 30 to 50 or more monthly conversions typically benefit from Target CPA or Target ROAS; newer accounts with limited data should start with Maximise Conversions and migrate once the algorithm has enough signal.
• Anyone using the Google Ads API, custom scripts or third-party reporting tools should audit and update any filters or queries that reference strategy names before the rollout reaches their account.

What Is Changing?

From June 2026, Google Ads is reorganising how Smart Bidding strategies are labelled, separating target-based strategies from volume-based ones and giving each group a name that actually reflects what it does.

• Old name: "Maximise conversions with a Target CPA" → New name: Target CPA
• Old name: "Maximise conversion value with a Target ROAS" → New name: Target ROAS

Two strategies remain unchanged:

• Maximise Conversions: For advertisers who want as many conversions as possible within budget, with no cost-per-conversion constraint.
• Maximise Conversion Value: For advertisers focused on getting the highest total conversion value possible within budget.

The critical point: nothing changes in how bidding works. Campaign performance is unaffected, no action is required from advertisers, and campaigns will continue to bid exactly as they do today. This is a naming update, not an algorithm update.

Why It Matters

On the surface this looks like a cosmetic change, and in a technical sense, it is. But the underlying need it addresses is real: clearly separating strategies that chase a target from those that chase volume.

The previous system created unnecessary friction. When both constrained (target-based) and unconstrained (volume-based) strategies lived under the same "Maximise Conversions" umbrella, it was easy to select the wrong one, especially during campaign setup or when interpreting performance reports. Google heard the feedback.

Three things this move signals:

• Clarity and transparency are now explicit product goals for Google Ads, not afterthoughts.
• The gap between the UI and the Google Ads API is being deliberately closed, better news for developers and automation builders.
• Google is acknowledging that simpler-looking interfaces are not always more intuitive interfaces.

Which Strategy, When?

The cleaner naming makes the decision easier. A quick reference:

General rule of thumb: if you have enough conversion data (30–50+ conversions per month is often cited), Target CPA or Target ROAS gives you more control. If the account is newer or data is thin, start with Maximise Conversions and migrate once the algorithm has enough signal.

For API Users

This change is not only about the interface; it carries through to the Google Ads API layer. Google is aligning how bidding strategies are represented across both surfaces. If you build on the API, manage scripts, or use third-party reporting tools, review the following:

• BiddingStrategyType enum: Check that your integration correctly recognises standalone TARGET_CPA and TARGET_ROAS strategy types.
• Reporting tools: Any reports that filter or group by strategy name will need updating as the new labels roll out.
• Campaign creation workflows: Verify that strategies set through the UI are reflected as expected when read back through the API.
• MaximizeConversions and MaximizeConversionValue messages: The optional target fields within these messages may also be affected; watch Google's release notes for further updates.

What Should You Do Now?

Whether you manage campaigns yourself or work with an agency, the immediate action list is short:

• No action needed on live campaigns. Bidding behaviour and performance are unchanged.
• Audit your reports. If any report filters by strategy name, the label change will break those filters once it rolls out to your account.
• Brief your team. Anyone involved in campaign setup or reporting should know the new naming convention to avoid confusion during the transition period.
• Use the clearer names when setting up new campaigns: Target CPA or Target ROAS when you have a specific performance goal; Maximise when you want to prioritise volume.

Frequently Asked Questions