Google expands limited ad serving policy and renames Smart Bidding labels

Google announced that its Limited Ad Serving policy on Search will be broadened to cover additional scenarios. The rollout begins in June 2026 and will continue through 2028, adding new guidance on advertiser qualification, user reports, and advertiser identity, and urging advertisers to pin their domain.

At the same time, Google is updating the naming of its Smart Bidding strategies. The “Target CPA” and “Target ROAS” options will now appear as separate labels, distinct from the “Maximize conversions” and “Maximize conversion value” strategies. The changes, also effective from June 2026, do not alter the underlying bidding behavior and require no action from advertisers.