Google rolls out Smart Bidding Exploration for tROAS campaigns

Google Ads fully launched Smart Bidding Exploration for campaigns using Target ROAS (tROAS), giving advertisers a new lever to unlock more conversions without changing campaign structure or increasing spend.

Driving the news. Advertisers can now enable Smart Bidding Exploration at both the campaign and portfolio level.

• The feature provides Google’s AI with more flexibility to test higher-traffic potential, while still optimizing toward existing ROAS targets.

Why we care. Smart Bidding Exploration can create new conversion opportunities by letting Google’s AI explore additional traffic while still targeting their ROAS goals. It offers a low-effort way to improve performance without changing campaign structure or increasing budgets – making it especially valuable in competitive or saturated markets.

Catch up quick. Previously dubbed Bidding Exploration, the feature was first spotted in late September 2024.

• It was officially unveiled at Google Marketing Live 2025 as part of the broader AI Max initiative, aimed at boosting Search campaign performance through more dynamic optimization.

The big picture. Smart Bidding Exploration reflects Google’s ongoing shift toward AI-enhanced automation, promising better results with less manual input.

• “Giving tROAS campaigns a bit of ‘wiggle room’ has shown strong early results,” said Google’s Senior Digital Growth Strategist, Maximilian vom Eyser, who shared the update.

In the screenshot he shared, Eyser added the label: “Now available in all Google Ads accounts.”

What’s next. Advertisers eager to scale performance, especially in mature or constrained campaigns, are likely to test the feature in Q3 as part of broader AI-driven strategies.