Platforms in this story
In short
- On October 1, 2026↗, the Max CPC setting disappears when creating new non-portfolio campaigns with automated bidding.
- Affected: Maximize Conversions (with Target CPA), Maximize Conversion Value (with Target ROAS) and Maximize Clicks.
- According to Microsoft, campaigns created before that date that already use Max CPC keep it, and Max CPC stays available with portfolio bid strategies.
Microsoft Advertising slipped it into its August product news, next to the general availability of AI Max for Search campaigns announced on August 27, 2026↗: starting October 1, 2026↗, the Max CPC setting is no longer available when creating new non-portfolio campaigns using Maximize Conversions (with Target CPA), Maximize Conversion Value (with Target ROAS) or Maximize Clicks.
What changes in practice?
Max CPC worked as a guardrail: the algorithm optimized toward a goal, but never paid for a click above a manually set ceiling. On a new campaign created after the date, that ceiling will no longer be offered. Cost control then relies on the daily budget and on the target itself (CPA or ROAS).
Microsoft sets out the scope in the same post: campaigns created before October 1, 2026 that already use Max CPC keep the setting, and Max CPC remains available, for new and existing campaigns alike, with portfolio bid strategies↗. Only the creation of new non-portfolio campaigns is affected.
Microsoft gives no end date for the campaigns that keep it, and says nothing about what happens if you duplicate an existing campaign or create one through import or the API. I am not inferring anything: check in your account after October 1. As for the rationale, Microsoft argues that a Max CPC gives the system instructions that conflict with the CPA or ROAS target, and recommends steering through budget, target, conversion value rules and seasonality adjustments. It also encourages testing the impact of removing Max CPC with experiments.
Why does it matter for small budgets?
On a new account with few conversions, the worry is that an automated strategy with no ceiling pays for expensive clicks while it learns: that was the role of Max CPC, even though Microsoft argues it hurts goal attainment. Without it on a new campaign, you either accept this phase with a tight daily budget, or use a portfolio bid strategy, which keeps Max CPC. The platform's other deadlines are gathered on the Microsoft Advertising page.