Google Ads brings back Target CPA and Target ROAS naming

Google Ads is reverting the naming convention for certain Smart Bidding strategies, a change that began in March 2024. The strategies previously known as "Maximize conversions with a Target CPA" and "Maximize conversion value with a Target ROAS" will now be referred to simply as Target CPA and Target ROAS, respectively. This adjustment aims to provide advertisers with greater clarity on whether their campaigns are prioritizing volume or specific performance targets. The Maximize Conversions and Maximize Conversion Value strategies remain available for advertisers focused on achieving the highest volume of conversions or the highest conversion value within their budget. Google has emphasized that this update is purely organizational and does not alter bidding behavior, campaign performance, or require any action from advertisers, as campaigns will continue to bid as they currently do. For users of the Google Ads API, the interface alignment means that bidding strategies will be represented more closely to their API counterparts. Developers are advised to review their integrations and workflows to accommodate the standalone TARGET_CPA and TARGET_ROAS strategy types, and to monitor upcoming updates concerning the BiddingStrategyType enum and related messages. The core functionality of Smart Bidding remains unchanged, but the restored naming is expected to simplify campaign setup and reporting for advertisers.