Microsoft is changing how advertisers configure automated bidding, aiming to reduce complexity while keeping performance outcomes the same.
What’s happening. The platform is streamlining its bidding options by folding familiar targets like Target CPA and Target ROAS into broader automated strategies rather than standalone campaign settings.
Going forward, advertisers will choose between two core approaches: Maximize Conversions or Maximize Conversion Value, with optional targets layered on top.
How it works. For conversion-focused campaigns, advertisers select Maximize Conversions and can optionally set a target CPA. For value-focused campaigns, they select Maximize Conversion Value and can optionally set a target ROAS.
Microsoft says the underlying bidding behavior has not changed — only the way advertisers configure it has been simplified.
Why we care. This update makes automated bidding simpler and more standardized, which lowers the barrier to using Microsoft Advertising’s performance tools at scale. By consolidating Target CPA and Target ROAS into broader strategies, it reduces setup complexity while still keeping key performance controls available as optional targets.
In practice, this means faster campaign setup, more consistent optimization behavior across accounts, and fewer structural differences between how advertisers manage conversion and value-based bidding.
What’s staying the same. Existing campaigns using Target CPA or Target ROAS will continue to run normally without any required updates. Portfolio bid strategies also remain unchanged.
The bigger picture. The change is part of a broader push to make automated bidding more accessible, reducing setup decisions while maintaining control over performance goals.
Bottom line. Microsoft is consolidating bidding options into simpler frameworks, keeping familiar optimization controls available but moving them into a more streamlined setup experience.
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.
