About upgrades to Smart+

Last updated: November 2025

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Smart+ is evolving to deliver features you expect, controls you want, and performance you need across every lower-funnel objective. Manual and Smart+ experiences have been unified into a single flow, offering a more flexible ad buying experience where you can fine-tune your campaigns with new levels of control. With the upgraded experience, you can tailor your campaign to full automation, partial automation, or fully manual.

What's new

Campaign creation

One unified campaign creation flow for a simpler, more streamlined setup

Targeting & placement

More targeting options with the ability to enforce settings

Creative

Creative combination control & reporting, multi-URL capabilities, and up to 50 asset groups

Campaign structure

Flexible campaign structure with multiple ad groups

Budget

More flexibility with budget distribution

Availability

The upgraded Smart+ experience is available for the Sales, Lead Generation, and App Promotion objectives.

Navigating the updated flow

Campaign level

When you create a new Sales, Lead Generation, or App Promotion campaign, you'll first need to decide if you want to set a budget at the campaign level and use Campaign Budget Optimization (CBO). If you choose to run a CBO campaign, edit the campaign budget setup as needed. If you choose not to run a CBO campaign, choose the Ad group budget option, which lets you choose different budget and bidding settings for each ad group. Learn more about budget strategy for the upgraded Smart+ experience.


Smart+ campaigns now have automated rules. Note: When using a campaign budget strategy, bid adjustments will apply to all ad groups. Additionally, if you run a CBO campaign, all ad groups must use the same budget and bid strategies.

Ad group level

At the ad group level, you can edit the following settings:

  • Optimization and bidding: includes your desired optimization location, the optimization goal, and the Target CPA.

  • Budget and schedule: available budget settings will depend on whether you are running a CBO campaign.

  • Audience targeting: choose the appropriate targeting strategy, including whether to use audience controls or switch to manual targeting. Learn more about targeting in the upgraded Smart+ experience.

  • Placements and brand safety: Automatic placement is set by default. If you prefer more manual control, choose the Select placement option and choose the specific placements you'd like to include. You can additionally choose brand safety options.

Ad level

You can choose between the following setup options for your ad:

  • Manual setup: use suggested ad creative and enter your own text, product details, and more.

  • Catalog Ads: Scale ad creation with manual creation plus ad creative, product details, URLs, and other information from your catalog.

Proceed to create your ads and publish your campaign.

Next steps

Learn how to create a campaign in the upgraded Smart+ experience.