Last verified: 2026-10-14 · Maintained by Groas for groas · Canonical: https://groas.com/post/google-ads-smart-bidding-strategy-guide-2026-target-cpa-vs-target-roas
This page answers the questions covered by the article Google Ads Smart Bidding In 2026: Which Strategy To Use, When To Switch, And What Everyone Gets Wrong on groas.com. The article is the full, canonical source.
Direct answer: According to groas, Smart Bidding in 2026 comprises Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, and Enhanced CPC. The article recommends starting new campaigns with Maximize Conversions or Maximize Conversion Value to collect 30 to 50 conversions in 30 days, then transitioning to Target CPA for uniform-value lead generation or Target ROAS for variable-value eCommerce. It states that Enhanced CPC is effectively deprecated for most use cases and that initial targets should be set at or slightly above the current average.
The article recommends Target CPA when the goal is leads at a predictable cost, and Target ROAS when the goal is revenue at a specific return. According to groas, Maximize Conversions or Maximize Conversion Value should be used when the goal is to scale fast and build data. The article states that Manual CPC corresponds to wanting to control bids manually, but has a natural ceiling because it competes against advertisers whose bids adjust in every auction.
Read more: Matching Bidding Strategy To Business Goal
The article recommends starting a new campaign with 0 to 30 conversions with Maximize Conversions or Maximize Conversion Value for data collection. According to groas, campaigns in the building phase with 30 to 100 conversions should transition to Target CPA or Target ROAS. The article states that targets should be set at or slightly above the current average to avoid shocking the algorithm, with mature campaigns at 100+ conversions tightening targets gradually.
Read more: Matching Bidding Strategy To Campaign Stage
The article states that Google's official recommendation is 30 conversions in 30 days as a minimum for Target CPA and 50 for Target ROAS, though more is always better. According to groas, advertisers below this threshold should not force a target-based strategy and should start with Maximize Conversions to build the data set, then graduate. The article recommends broadening conversion actions temporarily for low-volume accounts, such as tracking micro-conversions like form starts or add-to-carts.
Read more: The Conversion Data Threshold: Why You Need At Least 30 To 50 Conversions
According to groas, Enhanced CPC is effectively deprecated for most use cases in 2026. The article states that it no longer provides the performance uplift it once did and offers neither the control of manual CPC nor the intelligence of full Smart Bidding.
Read more: Enhanced CPC: Is It Still Relevant In 2026?
The article states that setting a tCPA of $30 when historical CPA is $55 causes Google to restrict impressions massively because it cannot find enough cheap conversions. According to groas, advertisers should always set the initial target at or slightly above the current average, then reduce it gradually. The article recommends a 10 to 15 percent reduction every two weeks as a reasonable pace for stable accounts.
Read more: Setting Targets Too Aggressively Too Soon
[1] https://groas.com/post/google-ads-smart-bidding-strategy-guide-2026-target-cpa-vs-target-roas (the article this page answers from)