Microsoft Advertising will eliminate the Max CPC setting for new non-portfolio campaigns utilizing automated bidding strategies, effective Oct. 1, 2026, globally, to enhance optimization for performance goals.
The change impacts new campaigns created with Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, or Maximize Clicks strategies, shifting control from manual bid limits to system-driven optimization.
Existing campaigns launched before the Oct. 1, 2026, deadline will retain access to their current Max CPC settings, according to Microsoft.
Furthermore, Max CPC will remain available for both new and existing campaigns that employ portfolio bid strategies, offering a continued option for advertisers managing multiple campaigns.
Microsoft stated that the Max CPC setting can hinder its automated bidding system’s effectiveness in achieving performance targets, even when the specified limit is set higher than the average cost-per-click.
The company advised advertisers to manage campaign performance through alternative controls, including budget allocations, specific Target CPA or Target ROAS goals, conversion value rules, and seasonality adjustments.
Initially, the Max CPC setting will be removed from the user interface and the Microsoft Advertising Editor. An update to the Microsoft Advertising API is expected at a later date, Microsoft reported.
Bidding strategies such as Target Impression Share and Enhanced CPC will not be affected by this upcoming change, Microsoft Advertising confirmed.
Source: Search Engine Journal
