Google appears to be changing how Smart Bidding strategies are presented during campaign setup, surfacing Target CPA and Target ROAS as standalone bidding strategies instead of optional targets within Maximize Conversions and Maximize Conversion Value.
While the change doesn’t appear to alter how the bidding strategies function, it could make campaign setup more intuitive for advertisers.
What’s happening. Advertisers have started spotting a revised bidding strategy selection menu in Google Ads.
In affected accounts, Target CPA and Target ROAS now appear as dedicated bidding strategy options alongside:
- Maximize Clicks.
- Maximize Conversions.
- Maximize Conversion Value.
- Target Impression Share.
- Manual CPC.
Previously, advertisers typically selected Maximize Conversions or Maximize Conversion Value before optionally applying a Target CPA or Target ROAS goal.
The updated interface makes those strategies more prominent during campaign creation.
Why we care. Even seemingly small interface changes can influence how advertisers configure campaigns. Presenting Target CPA and Target ROAS as standalone options makes it clearer that they’re distinct bidding approaches rather than secondary settings.
Target based bidding update. The change may also be laying the groundwork for upcoming Google Ads updates. Google Ads trainer Charlotte Osborne suggested the revised layout could be related to changes scheduled for 17 August, making it clearer for advertisers who want to switch between Target CPA/Target ROAS and Maximize Conversions or Maximize Conversion Value.
Bottom line. Google appears to be simplifying Smart Bidding selection by giving Target CPA and Target ROAS greater visibility during campaign setup. Whether it’s a permanent redesign or preparation for August’s bidding updates, it’s another sign that Google continues to refine how advertisers interact with its automated bidding tools.
First spotted. The new options was spotted by Google Ads expert Natasha Kaurra, who shared the view on LinkedIn.