Google Ads is updating Smart Bidding strategy names
Starting in June 2026, Google Ads is separating target-focused bidding strategies from volume-focused strategies more clearly.
The following UI labels are changing:
• “Maximize conversions with a Target CPA” → “Target CPA”
• “Maximize conversion value with a Target ROAS” → “Target ROAS”
Maximize Conversions and Maximize Conversion Value will remain available for advertisers who want to maximize volume within their budget without setting a specific target.
Importantly, this is a naming and organizational update only:
✅ No change to bidding behavior
✅ No expected impact on campaign performance
✅ No action required for existing campaigns
For Google Ads API users, the change brings the interface more closely in line with standalone TARGET_CPA and TARGET_ROAS strategy types.
Developers should review:
• How integrations and dashboards display bidding strategies
• Campaign-creation logic using Maximize strategies with optional targets
• Future API updates involving BiddingStrategyType, TargetCpa, TargetRoas, target_cpa, and target_roas
The main distinction is becoming clearer: maximize strategies prioritize volume, while target strategies prioritize achieving a specified efficiency target.
