Microsoft Advertising is retiring Target CPA and Target ROAS as standalone bidding strategies for new campaigns, effective August 4th. Advertisers will instead use Maximize Conversions or Maximize Conversion Value, with the option to set target values. Existing campaigns using the legacy strategies will continue to run without disruption.
The update also removes those options from campaigns that aren’t already using them.
Why we care. The move brings Microsoft Advertising in closer alignment with Google Ads, which made a similar shift in 2021. By aligning with Google Ads, Microsoft makes cross-platform campaign management easier. Although no action is required for existing campaigns, understanding the shift ensures advertisers can build and optimize new campaigns effectively in a more automated, streamlined environment.
Catch up quick:
- Existing campaigns using Target CPA or ROAS won’t be impacted.
- Portfolio bid strategies remain untouched.
- All updates via API, Microsoft Advertising Editor, or bulk actions that specify Target CPA or ROAS will now default to:
- Target CPA → Maximize Conversions
- Target ROAS → Maximize Conversion Value
Zoom in. Advertisers can still enter target CPA or ROAS values under the new bidding structure:
- Use Maximize Conversions with optional target CPA for Audience, Performance Max, Shopping, and (after August 4) Search campaigns.
- Use Maximize Conversion Value with optional target ROAS for Performance Max, Search, and Shopping campaigns.
What they’re saying. Microsoft Advertising Liaison, Navah Hopkin, said that advertisers don’t need to take action.
- “There is no functional change in the bidding strategies,” she noted, adding that the update aims to simplify campaign setup—especially for advertisers importing from Google Ads.
The bottom line. While the names are changing, the mechanics stay the same. Advertisers should prepare for a simplified bidding structure in Microsoft Advertising—while functionality stays intact, understanding the new strategy labels is key to building and optimizing future campaigns effectively.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
