Google is showing Target CPA and Target ROAS as bidding strategies of their own during Google Ads campaign setup, listed alongside Maximize Clicks, Maximize Conversions, Maximize Conversion Value, Target Impression Share, and Manual CPC. Advertisers used to pick Maximize Conversions or Maximize Conversion Value first, then optionally attach a Target CPA or Target ROAS goal on top, which made the two read like secondary settings rather than separate approaches. Nothing about how the bidding actually works changes, and Google hasn’t announced the redesign, which has turned up in some accounts and not others. Google Ads trainer Charlotte Osborne suggested it’s groundwork for the target-based bidding changes scheduled for August 17.
