What Is tROAS (Target ROAS) (Target ROAS)?
Target ROAS (tROAS) is Google Ads' smart bidding strategy where you set a target return on ad spend (e.g. 300%) and Google bids to hit it on average. It's the ecommerce equivalent of tCPA — for revenue-based accounts with conversion values feeding Google.
Worked setup
Your ecommerce PMax campaign has been running at 380% ROAS on Maximise Conversion Value. You switch to tROAS 400% to defend profitability. Google tightens delivery around users predicted to spend more per session. Total conversions may drop 10–25% but ROAS lifts to target.
Benchmarks
- Minimum conversions with value: 20–30/month (Google recommends 15 in 30 days).
- Set target 10–15% above current ROAS. Big jumps break delivery.
- Learning phase: 7–14 days after target change.
Why it matters
tROAS is how you scale ecommerce spend without margin erosion. Every retailer eventually hits a ROAS floor — tROAS lets you enforce it algorithmically instead of manually pausing when things drift.
Common mistakes
- 1.Setting target 50% above current ROAS. Delivery collapses; you learn nothing.
- 2.Running tROAS with wrong conversion values passed. Google optimises to the wrong signal.
- 3.Toggling tROAS on and off. Learning resets each time.
FAQs about tROAS (Target ROAS)
tROAS or Maximise Conversion Value?
Max Conversion Value when scaling and volume matters more than efficiency. tROAS when you need to defend margin.
Why did my tROAS campaign stop spending?
Target is likely too high — Google can't find users predicted to hit it. Lower target 15%; volume returns.
Does tROAS work with lead-gen?
Only if you assign conversion values to leads (lead scoring). Otherwise use tCPA — ROAS with binary conversions is meaningless.
Related terms
Google auto-bid strategy that targets a specific cost per conversion.
Revenue attributed to ads ÷ ad spend — the fastest efficiency read.
Google's cross-inventory campaign driven by asset feeds and audience signals.
Algorithmic bid strategies that optimise toward a target CPA/ROAS.
Google's 1–10 rating of expected CTR, ad relevance, and landing page.