Overview of Google Ads Default Conversion Goal Behavior Change
Starting November 17, 2025, Google Ads will change how default conversion goals are assigned and used for campaign optimization. The platform will no longer automatically select conversion actions for optimization. Instead, advertisers must actively choose which conversion goals to prioritize, shifting from an automated system to one requiring deliberate management.
Previously, new conversion actions created via the API automatically became account-default and biddable, meaning they were prioritized across campaigns. The update introduces a more selective process: a conversion goal will only become account-default if all other goals in the same category are already set as such. Otherwise, advertisers must manually enable the biddable status to prioritize a new goal.
Implications for Advertisers
This change requires advertisers to carefully evaluate and select conversion goals that align with their business objectives. Campaigns relying on broad or generic conversion goals risk losing optimization precision, which can lead to inefficient budget use and less accurate performance measurement.
Advertisers using API-driven workflows must update their processes to manually set the biddable status for conversion goals they want prioritized. Failure to do so may result in campaigns not optimizing for intended conversions, causing suboptimal performance and inaccurate reporting.
Strategic Considerations
The update encourages a more intentional approach to conversion tracking, emphasizing the importance of aligning selected goals with meaningful business outcomes such as purchases or lead submissions. By refining conversion goal selection, advertisers can improve the quality of data feeding into Google Ads’ automated bidding algorithms, potentially enhancing campaign efficiency and results.
Regular audits and strategic oversight of conversion goals will be necessary to maintain control over optimization efforts and ensure campaigns focus on valuable user actions.
Preparing for the Change
To adapt effectively, advertisers should:
- Review all existing conversion actions.
- Identify which conversions best reflect business priorities.
- Manually set those conversions as biddable to ensure they are prioritized.
- Update API workflows to accommodate the new manual biddable setting requirement.
Taking these steps before the November 2025 deadline will help maintain campaign performance, improve data accuracy, and maximize the effectiveness of Google Ads optimization tools.
Summary
The upcoming change to Google Ads’ default conversion goal behavior marks a shift toward greater advertiser control and precision in campaign optimization. By requiring active selection and management of conversion goals, Google aims to improve the relevance of data used in automated bidding and reduce wasted spend on less impactful conversions. Advertisers who proactively adjust their conversion tracking strategies will be better positioned to sustain effective campaign performance and accurate measurement.
For more details, see the original article on Search Engine Land. As noted by the author, “This change requires advertisers to carefully evaluate and select conversion goals that align with their business objectives,” highlighting the importance of strategic adaptation.
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