Google prompts advertisers to reapply historical ROAS targets

What changed

The screenshot accompanying Bia Camargo's post shows a Maximise conversion value setup with a notice asking the advertiser to review a target against campaign goals. It displays recent performance and an Apply target control. Bia describes encountering that recommendation after removing ROAS targets ahead of Google's bidding changes. The evidence supports an invitation to apply a setting, not an automatic restoration or a finding that every account receives the same prompt.

A historical ratio is a reference point with a particular measurement context. Our interpretation is that it deserves a fresh decision even if the interface makes accepting it easy. The business may have changed its margin requirements, product mix or definition of a valuable conversion since the displayed period. A target removed deliberately should not be restored solely because the previous value is available.

Begin with the reason for the earlier change. Was the target removed to explore additional volume, to address an unrealistic constraint, or because conversion values had become unreliable? Those explanations lead to different next steps. If measurement was the problem, reapplying a historical target will not establish that the underlying values are now fit for bidding. If the objective has changed, write down the new trade-off between volume and efficiency before changing the setting.

Why it matters for advertisers

The observation is useful as a reminder to review recommendations in their business context. It does not demonstrate better results after acceptance. A campaign owner should be able to explain why the selected target fits today's economics and how its effect will be assessed, instead of treating an old number as an independently validated forecast.