The approval of the 2030 Agenda and the Sustainable Development Goals (SDGs) has generated intense debates in the aid sector at the global, national and subnational levels. A key question is whether they can address structural problems in development aid policies and practices, such as the lack of accountability and coherence, unequal power relations, or depoliticisation. It seems that this will depend on how the agenda is adopted in the various territories as well as on the different interests at play. We address this question by studying the case of the Valencian Autonomous region. This is the territory in Spain where institutions have been the most active in establishing the SDGs at the core of the political discourses. We follow a qualitative methodology based on semi-structured interviews with key respondents from the public, civil society and university sectors, participant observation, and the analysis of secondary information. Inspired by critical discourse analysis, we explore the varying and conflicting discourses regarding the potential of SDGs to address the problems of aid, and on the impacts that its adoption are producing. We illustrate that the introduction of SDGs in aid policies is a conflictive process modelled by the power dynamics.