Yes, in name only: starting in June 2026, Google Ads shows Target CPA and Target ROAS as standalone bid strategies for Search campaigns again, not as options inside Maximize conversions and Maximize conversion value. Google says bidding works exactly the same. The real behavior change was a separate August 17, 2026 update for budget-limited campaigns.
If you have run Google Ads for a while, you remember Target CPA and Target ROAS disappearing as separate choices. In April 2021, Google announced it would fold them into Maximize conversions and Maximize conversion value as optional targets. From July 2021, new standard Search campaigns could no longer pick the old standalone versions.
In 2026, Google reversed the naming, but not the way bidding works.
What exactly changed in June 2026?
Starting in June 2026, Google Ads shows Target CPA and Target ROAS as standalone bid strategy options for Search campaigns again:
| Old label | New label |
|---|---|
| Maximize conversions with a Target CPA | Target CPA |
| Maximize conversion value with a Target ROAS | Target ROAS |
Google calls this "purely a visual change to the labels". A strategy labeled "Maximize conversions with a Target CPA" and one labeled "Target CPA" work in exactly the same way, and you do not need to do anything in your account.
Maximize conversions and Maximize conversion value without a target keep their names and behavior. During the rollout, Google warned that the Google Ads API, Google Ads Editor and the mobile app may show the old names for a while, so a mix of labels is normal.
Did bidding behavior change at all?
Not because of the new labels. But a separate update did change behavior. Since August 17, 2026, campaigns that are "Limited by budget" and use Target CPA or Target ROAS deliver more consistently toward the target instead of beating it. Google finished the global rollout on August 27, 2026.
- Before: a budget-limited campaign with a $10 Target CPA could get $5 conversions.
- After: the same campaign delivers closer to $10, unless you change the target.
It applies to Search, Shopping, Performance Max, Demand Gen and Travel campaigns. Display and Hotel campaigns already worked this way. App, Video reach and Video view campaigns keep the old behavior. Campaigns that are not limited by budget do not change, and Google says the update does not raise your spend: daily and monthly budget limits still apply.
What should you do now?
Check every campaign that shows "Limited by budget" and uses a target, especially the ones that were beating it.
- Keep the target if it really is what you are happy to pay. Expect results to move toward it.
- Lower the target (or raise it, for Target ROAS) to match your recent actual results, if you want to keep current efficiency.
- Switch to Maximize conversions or Maximize conversion value if your budget is fixed and you accept that CPA or ROAS will move when you change the budget.
Google will not adjust targets or budgets for you. Its Bid Target Adjustment Tool, available since July 6, 2026, helps you review them. After any change, wait 1-2 conversion cycles before judging results.
My rule of thumb after this update: the target should be the number you actually want to pay, not a safety margin. A budget-capped campaign no longer quietly beats it for you. For how to pick that number, see What should I set my target CPA to?, and for the strategies themselves, my guide to Google Ads bidding strategies.
Sources
- Google Ads Help: Changes to how Smart Bidding strategies are organized for Search campaigns - https://support.google.com/google-ads/answer/10353027?hl=en
- Google Ads Help: Changes to target based bid strategies - https://support.google.com/google-ads/answer/17061251?hl=en
- Google Ads Help: Frequently asked questions about changes to Target-based bid strategies - https://support.google.com/google-ads/answer/17125145?hl=en
- Search Engine Roundtable: Google Ads Drops Old Target CPA and Target ROAS Bid Strategies (July 2021) - https://www.seroundtable.com/google-ads-target-cpa-and-target-roas-31812.html