Tuesday, June 16, 2026


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](https://developers.google.com/google-ads/api?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606)**, these changes align the UI experience with specific API strategy types.

### **API Strategy Types**

<br />


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:**

1. **Review Integrations:** Make sure your applications and custom dashboards correctly parse and display the standalone `TARGET_CPA` and `TARGET_ROAS` strategy designations.
2. **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.
3. **Monitor Releases:** Continue to monitor Google Ads API [release notes](https://developers.google.com/google-ads/api/docs/release-notes.md.txt?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606) and [documentation](https://developers.google.com/google-ads/api/docs/start?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606). 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](https://developers.google.com/google-ads/api/reference/rpc/v24/MaximizeConversions.md.txt?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606) and [Maximize Conversion Value](https://developers.google.com/google-ads/api/reference/rpc/v24/MaximizeConversionValue.md.txt?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606) 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:

- [Changes to how Smart Bidding strategies are organized for Search campaigns](https://support.google.com/google-ads/answer/10353027)
- [About Smart Bidding](https://support.google.com/google-ads/answer/7065882)
- [Google Ads API bidding strategy documentation](https://developers.google.com/google-ads/api/docs/campaigns/bidding/strategy-types.md.txt?utm_source=googleblog-adsdevs&utm_medium=blog&utm_campaign=adr-smart-bidding-updates-202606)


If you have questions about these upcoming changes, please reach out via our developer forum or standard support channels.

![Portrait of the author](https://developers.google.com/static/ads/blog/images/AVvXsEgGD29rjK09jXwR45TSO8b6YG5OcppqiupjPewe1sWjTCjdjnDUnnivyy_WV7YBOJalPln-jxXdnu31x-ueYdhuGw0FyuQepiy4RXnrFsFmlWFZBcd9Fue1B-aR9gvWjyVe9PwEbuPeRaK8soOkprJfedUFO9uvnLv58ETUxPqCpws9SU8YmmmkUMQqrbs.jpg) - Aalap Shastri, Google Ads API Team


**Labels:**

[google-ads-api](https://developers.google.com/ads/blog/feeds/labels/google-ads-api.md.txt)