Note:Starting in June 2026, Google Ads is updating how bidding strategies are labeled. "Maximize conversions with a Target CPA" is changing to "Target CPA," and "Maximize conversion value with a Target ROAS" is changing to "Target ROAS." While the names you see might slightly differ during this transition, the underlying bidding behavior remains exactly the same. You won't need to take any actions in your account as a result of these changes.
Learn more about Changes to how Smart Bidding strategies are organized for Search campaigns .
Choose a strategy that aligns with your main business goal
Business Goal |
Campaign Goal |
Bidding Method |
| Increase sales, profit, or qualified leads | Get as much conversion value as possible at a fixed budget or fixed return on ad spend | Maximize conversion value or Target ROAS |
| Increase transactions or leads | Get as many conversions as possible at a fixed budget or fixed cost per action | Maximize conversions or Target CPA |
| Increase website visitors | Get as many clicks to your websites as possible with the given budget | Maximize clicks |
| Increase or stabilize awareness | Show at your desired location (e.g., top of page) and impression share in auctions | Target impression share |
Optimize your ROI with Maximize conversion value or by setting a target ROAS
Since some conversions are worth more than others, we recommend that you report revenue or values associated with those conversions and then use a Maximize conversion value bid strategy and set a target ROAS (return on ad spend).
- Set a target ROASif your goal is to achieve a desired ROAS across your campaign or portfolio of campaigns.
- Use the Maximize conversion value strategy if your goal is to drive as much conversion value as possible within a set budget.
If you value all conversions equally, then consider the following:
- Set a target CPAif your goal is to maintain an average CPA across a campaign or portfolio of campaigns.
- Use the Maximize conversions strategyif your goal is to drive as many conversions as possible within a set budget.
Know when to use seasonality adjustments with Smart Bidding
Seasonality adjustments should be used for specific situations when you can predict conversion rates will temporarily change for a short period of time .
| Situation |
Use seasonality adjustments? |
| You believe a major change in conversion rates will temporarily occur for 1-7 days for an unprecedented reason such as a promotion. |
|
| You don’t expect conversion rates to change meaningfully, but instead expect your mix of users to change due to a seasonal period such as back-to-school time. |
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| You expect the seasonal period to apply for more than 7 days. |
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