Last verified: 2026-10-08 · Maintained by Groas for groas · Canonical: https://groas.com/post/google-ads-target-cpa-roas-naming-conventions
This page answers the questions covered by the article Google Ads Campaign Naming Conventions for Target CPA and Target ROAS on groas.com. The article is the full, canonical source.
Direct answer: According to groas, advertisers running both strategies should put the bid strategy first as tCPA or tROAS, then add channel, product/market/objective, and target value in a fixed order with one consistent separator. The article gives examples such as tCPA|Search|Shoes|US|20 and tROAS - Shopping - Apparel - 400, with v2, v3 appended for iterations. This structure lets lists sort and filter by strategy and lets performance be compared against the target without opening the campaign.
According to groas, campaign names are the first thing seen in every list, filter, and report. When names are ambiguous, advertisers waste time opening campaigns, risk editing the wrong one, and make the account harder for others to understand. The article states that a disciplined naming structure embeds the bidding strategy and the campaign's job so it can be parsed instantly.
Read more: Why naming matters
The article recommends starting the name with tCPA or tROAS so lists sort by strategy, then adding the campaign type or channel such as Search, Shopping, or PMax, followed by a short product, market, or objective label such as Shoes, US, or LeadGen. It then recommends optionally adding the target value, such as tCPA20 for a $20 target CPA or tROAS400 for a 400% target ROAS, using one consistent separator such as a pipe | or dash - in a fixed order. For iterations, the article recommends appending v2, v3, and so on to distinguish versions without relying on dates.
Read more: How to name Target CPA and Target ROAS campaigns
According to groas, assembled names combine all parts in fixed order, for example tCPA|Search|Shoes|US|20 or tROAS - Shopping - Apparel - 400. The article also shows a set using pipes: tCPA|Search|Shoes|US|20, tROAS|PMax|Apparel|US|400, and tCPA|LeadGen|Legal|CA|40. It states that each name shows bidding strategy, campaign type, offer, market, and target, enough for a first pass on performance without opening the campaign.
Read more: Example naming convention
The article recommends putting the bid strategy first rather than burying it in the middle or end, using one consistent case convention, and using a delimiter like | or - instead of spaces, which are harder to parse and can break in exports. It also states that naming alone is not enough and should be combined with labels, which let advertisers group campaigns across naming schemes without renaming anything. The article frames this as especially important when balancing efficiency (Target CPA) against revenue (Target ROAS) across multiple campaigns.
Read more: Pitfalls to avoid
[1] https://groas.com/post/google-ads-target-cpa-roas-naming-conventions (the article this page answers from)