Google Enhanced Campaigns (2013)
Merged desktop, tablet and mobile targeting; all campaigns auto-upgraded by July 2013.
DateFeb 6, 2013 (announced)
PlatformGoogle Ads
TypeCampaign structure
Who it affectsAll advertisers
What happened
Enhanced campaigns merged separate device targeting into a single campaign with bid adjustments by device, location and time. All campaigns were upgraded automatically by mid-2013, an early step toward the automation that defines Google Ads today.
Who it affected
All advertisers.
What it means for marketers today
Device bid adjustments still exist, but Smart Bidding now handles most of this automatically when conversion tracking is accurate.
Related
See the full Google Ads History: Every Major Change (2000–2025)