Microsoft Advertising will retire the standalone Target CPA and Target ROAS bid strategies by August 4, 2025, merging them into Max Conversions and Max Conversion Value strategies. After this date, new campaigns cannot use Target CPA or Target ROAS, and these options will be removed from campaigns not currently using them. Existing campaigns and portfolio bid strategies using Target CPA or Target ROAS will continue unaffected.
For API, Microsoft Advertising Editor, and bulk updates, switching to Target CPA or Target ROAS will automatically convert to Maximize conversions or Maximize conversion value, respectively. Advertisers can still set target ROAS values within the Maximize conversion value strategy for Performance Max, Search, or Shopping campaigns. Similarly, target CPA values can be set within the Maximize conversions strategy for Audience, Performance Max, Shopping campaigns, and from August 4, 2025, also for Search campaigns.
