Target CPA and Target ROAS retired as standalone strategies for new campaigns
- Date
- Jul 1, 2025 (first reported)
- Effective
- Aug 4, 2025
- Regions
- Global
- Primary source
- Search Engine Land
From August 4, 2025 new campaigns choose Maximize Conversions (with optional target CPA) or Maximize Conversion Value (with optional target ROAS) instead of standalone tCPA/tROAS. Existing campaigns were unaffected and API, bulk and Editor requests default to the new structures.
Announced by Microsoft Ads Liaison Navah Hopkins; Microsoft's March 17, 2026 roundup described the streamlined bid strategies as rolled out globally.
Sources
- open_in_newMicrosoft is consolidating TCPA/TROAS into Max Conversion and Max Conversion ValuesSearch Engine Land · Jul 1, 2025
- open_in_newTCPA & TROAS Removed as Standalone Strategies in Microsoft AdvertisingPPC News Feed · Jul 3, 2025
Related changes
Undo