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New expanded Android parental controls to support families around the world
Google is expanding Android parental controls to support families around the world.
Google is expanding Android parental controls to support families around the world.
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Starting in June 2026, Google Ads is updating how bidding strategies are labeled to offer greater clarity between volume-focused and target-focused goals.
As part of this update, we are decoupling Target CPA and Target ROAS from Maximize conversions and Maximize conversion value, reverting them to their previous, distinct standalone naming conventions
Information for Developers and Google Ads API Users
For developers managing Google Ads accounts programmatically using the Google Ads API, these changes align the UI experience with specific API strategy types.
Campaigns optimizing for a target will focus on achieving that stated target rather than maximizing volume by internally lowering bids when budgets become constrained. To support this distinction, standalone TARGET_CPA and TARGET_ROAS concepts are being prioritized over bundled Maximize strategies with optional targets for applicable campaign types (such as Search campaigns).
TARGET_CPA and TARGET_ROAS strategy designations.
MAXIMIZE_CONVERSIONS or MAXIMIZE_CONVERSION_VALUE versus using standalone target strategies where applicable.
BiddingStrategyType enum, the reintroduction and usage of standalone TargetCpa and TargetRoas messages, and any deprecation or changes to the optional target_cpa and target_roas fields within the MaximizeConversions and MaximizeConversionValue messages for Search campaigns.The following bidding strategy labels are changing in the Google Ads user interface:
Maximize Conversions and Maximize Conversion Value will remain available as distinct options for advertisers looking to maximize volume within a given budget without specifying a particular target.
Note that the underlying bidding behavior remains exactly the same. This is strictly a labeling and organizational update.
For more background on how these strategies operate and are managed, refer to the following resources:
If you have questions about these upcoming changes, please reach out via our developer forum or standard support channels.