Google Ads is expanding Smart Bidding Exploration to Performance Max and Shopping campaigns, allowing advertisers to pursue additional search opportunities through Target ROAS bidding.

The feature, previously available for Search campaigns, is designed to help advertisers capture more conversions from eligible searches that their existing bidding strategies might otherwise overlook.

What’s changing

Smart Bidding Exploration is now supported across three Google Ads campaign types:

  • Search: Existing support for exploring additional eligible search opportunities.
  • Performance Max: Expands bidding opportunities on the Search channel by exploring additional searches among existing eligible terms.
  • Shopping: Allows exploration across Search and Shopping traffic when a Merchant Center feed is available.

Google has also published new help documentation explaining how the feature works for Performance Max and Shopping campaigns.

How it works

Smart Bidding Exploration gives Google’s automated bidding system more flexibility to pursue additional eligible searches.

Rather than relying exclusively on the opportunities a standard Target ROAS strategy would prioritize, the system can explore searches that may offer additional conversion potential.

For Performance Max, the feature focuses on search-related opportunities within the campaign’s existing eligible search terms.

For Shopping campaigns, exploration can apply to both Search and Shopping traffic when the campaign uses a Merchant Center product feed.

The feature is designed to expand bidding opportunities rather than introduce entirely new targeting methods.

Eligibility requirements

Not every campaign can use Smart Bidding Exploration.

Google outlines several conditions:

  • Target ROAS required: Campaigns must use Target ROAS bidding.
  • Budget availability: Campaigns should not be limited by budget.
  • Portfolio bidding restrictions: Portfolio bid strategies are compatible with Smart Bidding Exploration only for Search campaigns.
  • Search Ads 360 limitations: The feature isn’t available in Search Ads 360 for Shopping or retail Performance Max campaigns.

Advertisers will need to check their campaign configurations before enabling the feature.

Why we care

Smart Bidding Exploration could help advertisers identify additional conversion opportunities without manually expanding their keyword targeting.

For ecommerce businesses using Shopping or Performance Max, this may provide another way to increase conversion volume by allowing Google’s bidding system to compete for a broader range of eligible searches.

Limitations

Smart Bidding Exploration requires Target ROAS bidding and is intended for campaigns that aren’t constrained by budget. Advertisers operating with limited budgets or using incompatible bidding configurations may not be eligible.

The update also doesn’t guarantee higher conversion volume or better ROAS. Actual performance will depend on campaign conditions and the opportunities available.

The bottom line

Google Ads has expanded Smart Bidding Exploration to Performance Max and Shopping, giving eligible Target ROAS campaigns more opportunities to compete for additional searches. Advertisers should review eligibility requirements and monitor performance before making broader bidding changes.