Note: Starting in June 2026, Google Ads is updating how bidding strategies are labelled. To streamline the interface, Target CPA and Target ROAS will show as standalone bidding strategy options, separating them from the 'Maximise conversions' and 'Maximise conversion value' strategies.
Note: There are no changes planned for the naming or behaviour of 'Maximise conversions' or 'Maximise conversion value' when used without a target.
What you'll see during the transition
As we roll this out, you may see a mix of naming conventions. Please bear in mind that different Google Ads surfaces like the Google Ads API, Google Ads Editor and the Google Ads mobile app will not be shown with the new names immediately.
Please note that whether a strategy is labelled as 'Maximise conversions with a target CPA' or simply 'Target CPA', they function in the exact same way. This is purely a visual change to the labels that won't change how your bid strategies work.
Here is what to expect while the names are being updated:
|
Current label |
Labels that you'll see during the transition |
Final label |
| Maximise conversions with a Target CPA | 'Target CPA' or 'Maximise conversions with a target CPA' | Target CPA |
| Maximise conversion value with a Target ROAS | 'Target ROAS' or 'Maximise conversion value with a Target ROAS' | Target ROAS |
Once the transition is complete, Google will simplify these names globally so that the new standalone labels are used across all platforms.
Bear in mind: For information about upcoming changes to how target-based bid strategies operate behind the scenes, read Changes to target-based bid strategies.
