Target CPA

In Google Ads it is an optional target inside Maximize conversions. Without it, Google spends the budget to get as many conversions as it can; with it, Google tries to keep the average cost near your number. It is an average, not a cap, so some conversions cost more and some less. Set too low, it limits how often you enter auctions and volume drops. Set too high, it can buy expensive conversions.

Where you'll see it

In Google Ads, open a campaign's Settings > Bidding, choose Maximize conversions and tick "Set a target cost per action (optional)". The "Target CPA" column in the Campaigns table shows the current target, and portfolio targets sit under Tools > Shared library > Bid strategies. On Meta the equivalent is the "Cost per result goal" bid strategy; on TikTok it is "Cost cap".

Worked exampleAn $80 CPA, a $50 goal

Setting the target straight to $50 puts it ($80 − $50) ÷ $80 ≈ 38% below current performance. Google now bids less in many auctions, and conversions may fall sharply.

A steadier route starts near actual performance and lowers the target in small steps every couple of weeks, while watching volume:

1. 1$75
2. 2$70
3. 3$65