Google Ads Default Conversion Goal Update 2025: What Advertisers Need to Know

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Google Ads is making a significant update to how default conversion goals work. Starting November 17, 2025, new conversion goals created through the API will not automatically be set as account-default goals. This change is designed to give advertisers more control over campaign optimization, reduce wasted ad spend, and ensure Google Ads focuses on the right business outcomes.

In this blog, we’ll break down the update, why Google is making it, what it means for advertisers, and how to prepare.

What Are Default Conversion Goals in Google Ads?

Default conversion goals are the actions that Google Ads automatically uses to optimize your campaigns. For example, purchases, lead form submissions, or demo bookings can be set as default. When a goal is marked as account-default, campaigns automatically optimize towards it.

The challenge? Not all goals are equally valuable. If low-priority goals are set as defaults, campaigns may waste budget optimizing toward irrelevant actions.

What’s Changing With Google Ads Conversion Goals?

Old Behavior

• Any new conversion goal created through the API was automatically added as an account-default goal.
• Campaigns could end up chasing multiple conversion actions, sometimes irrelevant to the core business objective.

New Behavior (Effective November 17, 2025)

• New conversion goals will not become account-default goals automatically.
• A new goal will only become default if all other goals in the same category are already defaults.
• Advertisers must manually set goals as biddable (CustomerConversionGoal.biddable = true) if they want them to influence bidding.

Why Is Google Making This Change?

• Reduce wasted spend – Campaigns won’t optimize toward irrelevant or low-value actions.
• Cleaner optimization signals – Only important actions contribute to smart bidding and automation.
• Encourage intentional goal management – Advertisers must decide which actions matter most instead of relying on defaults.

Benefits for Advertisers

✅ Better alignment between campaigns and business KPIs.
✅ Reduced risk of optimizing toward low-value actions.
✅ More clarity in reporting and performance analysis.
✅ Stronger control over bidding signals.

Risks & Things to Watch Out For

⚠️ If your workflow relies on every new conversion becoming default, you might miss optimization for new actions unless you manually update them.
⚠️ Advertisers may forget to set important new goals as biddable, leading to under-tracking.
⚠️ Requires more hands-on management, especially for accounts with frequent API-created conversions.