Starting August 4, Microsoft Advertising will retire Target CPA and Target ROAS as standalone bidding strategies for new campaigns.
Instead, advertisers must use Maximize Conversions or Maximize Conversion Value, with the option to set target values. Existing campaigns remain unaffected, and portfolio strategies stay intact.
The change aligns Microsoft more closely with Google Ads, simplifying cross-platform management.
Though labels are changing, the core bidding functionality remains the same, ensuring a more streamlined, automated setup without disrupting performance.
