Google Ads Splits Target CPA and Target ROAS Bidding Strategies
▼ Summary
– Google is updating its campaign setup to show Target CPA and Target ROAS as standalone bidding strategy options instead of optional targets under Maximize Conversions or Maximize Conversion Value.
– The change does not alter how the bidding strategies function but may make campaign setup more intuitive for advertisers.
– The revised menu now includes Target CPA and Target ROAS as dedicated options alongside Maximize Clicks, Maximize Conversions, Maximize Conversion Value, Target Impression Share, and Manual CPC.
– The update could influence advertiser behavior by clarifying that Target CPA and Target ROAS are distinct bidding approaches, not secondary settings.
– The change may also be preparation for upcoming Google Ads updates scheduled for August 17, making it easier for advertisers to switch between bidding strategies.
Google is rolling out a visible shift in how Smart Bidding strategies appear during campaign setup, now listing Target CPA and Target ROAS as standalone bidding options rather than nested goals within Maximize Conversions and Maximize Conversion Value.
This interface update does not seem to change how the actual bidding algorithms function, but it could make the campaign creation process more straightforward for advertisers who prefer clearer choices from the start.
What’s changing. Several advertisers have noticed a redesigned bidding strategy selection menu in Google Ads. In the updated layout, Target CPA and Target ROAS now sit as distinct options alongside:
- Maximize Clicks.Previously, advertisers typically chose Maximize Conversions or Maximize Conversion Value first, then optionally added a Target CPA or Target ROAS goal as a secondary layer. The new interface elevates these target-based bidding strategies to primary status during campaign setup.Why it matters. Even minor interface adjustments can reshape how advertisers approach campaign configuration. By presenting Target CPA and Target ROAS as standalone choices, Google makes it more apparent that these are separate bidding approaches rather than optional add-ons.A possible preview of upcoming changes. This redesign may also be preparing the ground for future Google Ads updates. Google Ads trainer Charlotte Osborne noted that the revised layout could align with changes scheduled for August 17, helping advertisers more easily toggle between Target CPA/Target ROAS and Maximize Conversions or Maximize Conversion Value.The bottom line. Google appears to be streamlining Smart Bidding selection by giving Target CPA and Target ROAS greater prominence during campaign setup. Whether this is a permanent interface overhaul or a precursor to August’s bidding updates, it signals that Google continues to refine how advertisers interact with its automated bidding tools.First spotted. The new options were first observed by Google Ads expert Natasha Kaurra, who shared the view on LinkedIn.
