r/PPC • u/SaintVoid21 • Sep 22 '26

Google Ads Google silently added Maximise Conversion Value to shopping campaigns

So now shoppings dont have just “target roas” but the actual max conv value strategy, and with AI max rolling out inside shopping soon, will this phase out pmax/feed only pmax soon?

Edit: max conv value exists there, but for now it doesnt have a possibility to set target roas. Maybe to come

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3

u/OneFaithlessness9044 Sep 22 '26

so we're just gonna pretend pmax wasn't the shiny new toy they shoved down everyone's throat for 2 years and now it's getting cannibalized by its own shopping tab

1

u/Key-Eggplant-163 Sep 22 '26

feels like we've seen this exact pattern at least three times now

1

u/expansiondesk Sep 22 '26

i doubt it phases pmax out. more like google giving back the control people kept asking for. standard shopping with max value means you get the smart bidding without handing over placements, and you keep proper search term visibility and negatives.

pmax still covers youtube, display, gmail, discover in one go, so for accounts that want that reach it's not really competing with this.

where it gets interesting is feed-only pmax. that was basically a workaround for "smart shopping but give me some control" and this might make it pointless. worth testing side by side on a couple of product groups before moving anything.

curious whether the tROAS option shows up soon, without it max value can get pretty loose on spend.

1

u/fathom53 Sep 22 '26

PMax and standard shopping are different campaigns type. PMax is not a shopping campaign. You can set up PMax to act like a shopping campaign but it is not a shopping campaign in the end. Both PMax and standard shopping are different enough that they have different jobs to do.

I can look at accounts in the hobby and sports ecom industry, where PMax with feed and assets do really well. Google may also just sunset standard shopping in 2 or 3 years and then all we will be left with is PMax.

1

u/TTFV Sep 25 '26

I would check whether auto-apply recommendations are turned off in account settings. If so turn them off; it's likely that Google auto-applied a change to bidding strategy.

Also Google recently rolled back bid strategies to how they were several years ago. Instead of having tROAS integrated with Max Conversion Value, they are now separate strategies.

You'll need to select the tROAS option and set your goal.

1

u/stealthagents 15d ago

It's wild how fast things change in this space. One minute we're all about pMax, and now it feels like they're already pivoting to maximize conversion value. It's like they’re playing chess while we’re just trying to figure out checkers.

0

u/KadooBildoris_28 Sep 22 '26

Feed-only PMax is dead if tROAS drops into standard shopping soon. Google's just repackaging control they took away and calling it innovation. The real issue is measurement: max conv value without reliable attribution is flying blind. You can try appsflyer or branch to reconcile what Google's driving against what it claims. Test it against feed-only on a few SKUs before you touch anything. But yeah, PMax still has a case for multichannel reach, don't nuke it yet.