Google to end Maximum CPV for new video campaigns in April
Technical changes to Google's video advertising system will require new campaigns to use Target CPV bidding starting Q2 2025.

Google announced significant modifications to its Video View Campaigns structure, marking a shift in how advertisers will manage their video advertising costs starting April 2025. According to Georgi Zayakov, Senior Consultant Digital Advertising at Hutter Consult AG, the Maximum Cost-Per-View (CPV) bidding strategy will no longer be available for newly created campaigns at the beginning of Q2 2025.
The announcement, shared on LinkedIn in January 2025, detailed that while existing campaigns using Maximum CPV will continue to operate, the platform will eventually migrate all campaigns to the Target CPV model. According to Search Engine Land's Paid Media Editor Anu Adegbola, this change represents a fundamental shift in video advertising cost management.
The technical specifications of the update introduce multi-format ad capabilities, allowing advertisers to utilize three distinct inventory options: Skippable In-Stream, In-Feed, and Shorts advertisements. According to the official communication from Google, campaigns implementing multiple formats can achieve up to 40% more views while maintaining the same bid and budget parameters.
Internal testing data shared by digital advertising professionals indicates varying performance metrics across different format combinations. Zayakov reported successful results when experimenting with format-specific campaigns, noting effective performance in both Shorts-Only and In-Stream-Only Target CPV implementations.
The transition to Target CPV introduces more granular control mechanisms for campaign management. Under the new system, advertisers specify their desired cost-per-view rather than setting maximum bid limits. This modification alters the fundamental approach to budget allocation and performance optimization in video advertising campaigns.
Technical implementation details reveal that while the platform encourages the use of mixed formats for optimal performance, advertisers retain the ability to create specialized campaigns focusing on individual formats. This flexibility allows for strategic testing and optimization based on specific performance metrics and campaign objectives.
The structural changes to the bidding system reflect broader modifications in video consumption patterns across digital platforms. Industry data indicates increasing diversification in video content delivery methods, necessitating adaptable advertising solutions that can effectively reach audiences across multiple format types.
Performance marketing specialists have begun documenting the practical implications of these changes. Early implementations demonstrate varying levels of cost efficiency across different format combinations. The ability to maintain separate format-specific campaigns while having access to multi-format options provides additional testing opportunities for optimization strategies.
The technical framework of the Target CPV system introduces automated optimization capabilities designed to achieve desired view costs while maintaining campaign performance metrics. This automation layer represents a significant departure from the manual maximum bid setting approach previously employed under the Maximum CPV strategy.
Implementation timelines indicate that the transition period will extend beyond the initial April 2025 deployment date, allowing existing campaigns to continue operating under the current Maximum CPV model. However, the long-term technical roadmap suggests a complete migration to the Target CPV system for all video view campaigns.
Data analysis capabilities within the new system enable advertisers to monitor performance metrics across different format combinations, providing insights into format-specific effectiveness and cost efficiency. This analytical framework supports data-driven decision-making in campaign optimization processes.
The technical specifications of the update also address integration aspects with existing campaign management tools and reporting systems. Advertisers utilizing third-party management platforms will need to ensure compatibility with the new Target CPV bidding model and multi-format campaign structures.
Industry professionals emphasize the importance of thorough testing during the transition period to establish baseline performance metrics under the new system. This testing phase will help determine optimal format combinations and bidding strategies aligned with specific campaign objectives and performance requirements.
Google's technical support documentation indicates that the platform will provide migration assistance and guidance for advertisers transitioning from Maximum CPV to Target CPV campaigns. This support includes detailed documentation on implementing multi-format campaigns and optimizing performance under the new bidding model.