Microsoft Advertising will retire Target CPA and Target ROAS as standalone bidding strategies on August 4, 2025. These strategies will merge with Max Conversions and Max Conversion Value. Existing campaigns using Target CPA and Target ROAS will remain unaffected. New campaigns won't have access to these strategies, and bidding updates for existing campaigns will automatically convert these strategies to their new counterparts. Users can still set optional target CPA and ROAS goals within their new strategies for specific campaign types.
Starting August 4, 2025 TCPA/TROAS won't be available as separate bidding strategies in Microsoft Ads. Instead, they will be optional goals you can set for your Maximize Conversions and Maximize Conversion Value campaigns.
Starting on August 4, 2025, the Target CPA (cost per acquisition) and Target ROAS (return on ad spend) bid strategies won't be available for any newly created campaigns.
Existing campaigns that use these bid strategies won't be impacted and will run as usual. Portfolio bid strategies won't be impacted, either.
If you want to set a target ROAS value for your Performance Max, Search, or Shopping campaigns in Microsoft Advertising, you can always choose to use the Maximize conversion value bid strategy and optionally enter a target ROAS for it.
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