Google reduces number of campaign-level bid strategies in Google Ads

Google last week announced that will reduce the campaign-level bid strategies, from 4 to 2. The update introduces changes in the options that advertisers have when using smart bidding strategies.

According to Google, in the next following weeks, advertisers will no longer have the option of using the old Target CPA or Target ROAS bid strategies for standard campaigns.

Instead of Target CPA, advertisers can use Maximize conversions, using the optional target CPA. Advertisers can also use the Maximize conversion value, with an optional target ROAS.

All existing campaigns using Target CPA or Target ROAS will continue to run as usual.

Google says this update only applies to campaign-level strategies, and there will be no impact to bidding behavior. Google also states the update will be done in the portfolio bid strategies, but only next year.

Next year, Google will automatically replace the old bid strategies with the new bid strategies.

Old Bid Strategies

Maximize conversions

Target CPA

Maximize conversion value

Maximize conversion value

New Bid Strategies

Maximize conversions (Optional Target CPA)

Maximize conversion value (Optional Target ROAS)