Google has added Maximize Conversion Value bidding to Standard Shopping campaigns without requiring a Target ROAS target, removing the principal reason many advertisers built feed-only Performance Max campaigns in the first place.
The change was first surfaced by the marketer Yash Mandlesha, who posted the option on LinkedIn. Search Engine Land confirmed the rollout on June 26.
For context: value-based bidding in Google Ads previously meant choosing between two paths. Advertisers could set a Target ROAS inside Standard Shopping and let the algorithm optimize toward a defined return threshold, or they could build a feed-only Performance Max campaign, which exposed Maximize Conversion Value without a hard ROAS constraint. The second path was a workaround, not a strategic choice. Many PPC teams ran duplicate campaign structures solely to access the unconstrained version of the bid strategy.
That workaround is now obsolete. Standard Shopping can run Maximize Conversion Value in open mode, letting the algorithm chase the highest total conversion value within a budget without being anchored to a ROAS floor.
The announcement also confirms a naming change that Google has been rolling out across its bidding interface. Maximize Conversions with a tCPA target is now labeled Target CPA. Maximize Conversion Value with a tROAS is now labeled Target ROAS. These are rebrands of existing behavior, not functional changes. Advertisers who see different names in their accounts are not looking at new products.
The more substantive shift is what the unconstrained Maximize Conversion Value option restores to Standard Shopping accounts. Standard Shopping has historically appealed to advertisers who want product-group-level negative keywords, auction-level bid visibility, and the ability to segment campaigns by margin or priority without ceding control to PMax’s black-box audience expansion. The trade-off was accepting a narrower set of automated bidding strategies, particularly on value optimization. This update eliminates that trade-off.
This closes a persistent capability gap that long separated Standard Shopping from Performance Max. The practical effect is that advertisers who stayed on Standard Shopping for control reasons no longer need a parallel PMax structure just to access value-based automation. For accounts carrying both campaign types for this specific reason, consolidating to Standard Shopping is now a viable structural simplification.
PPC teams running feed-only Performance Max campaigns for the sole purpose of unconstrained value bidding should audit whether those campaigns are still earning their place, or whether the new Standard Shopping option lets them retire the workaround and simplify account architecture.
Reported by Search Engine Land (Anu Adegbola), published June 26, 2026.
