Target CPA and Target ROAS in Google Ads Are Slowly Getting Phased Out

Google is changing how bid strategies are organized for Search campaigns.

Going forward, Target CPA and Target ROAS will be bundled with the Maximize conversions and Maximize conversion value bid strategies, respectively. This means that:

• Maximize conversions will have an optional target CPA
• Maximize conversion value will have an optional target ROAS

You’ll still be able to use Target CPA and Target ROAS as bid strategies, and there will be no impact to their behavior due to this update. Using the optional target CPA and target ROAS fields will optimize your performance the same way Target CPA and Target ROAS bid strategies do today. You’ll start seeing these optional fields in the next few months as you create new bid strategies.

You can still create new Target CPA and Target ROAS bid strategies in the meantime. However, starting later this year you’ll only see the updated options: Maximize conversions with an optional target CPA, or Maximize conversion value with an optional ROAS.