Microsoft Advertising announced that it will stop allowing advertisers to set Max CPC (Maximum Cost-Per-Click) limits on new campaigns using several standalone automated bidding strategies starting October 1, 2026. This change is part of the platform's push toward conversion-based targets and other automated bidding controls. Existing campaigns with Max CPC limits will not immediately lose them, and portfolio bid strategies, as well as several other bidding strategies, will retain the option to set Max CPC limits.
Microsoft Advertising to Remove Max CPC from New Standalone Bidding Campaigns
Microsoft Advertising will stop allowing advertisers to set Max CPC limits on new campaigns using several standalone automated bidding strategies starting October 1, 2026. Existing campaigns and certain other bidding strategies will retain the option.
Key takeaways
- Microsoft Advertising will no longer allow Max CPC limits on new standalone automated bidding campaigns starting October 1, 2026.
- Existing campaigns with Max CPC limits will not be affected immediately.
- Portfolio bid strategies and several other bidding strategies will still allow Max CPC limits.
- This change removes another manual control from Microsoft Advertising's automated bidding strategies.
Frequently asked questions
- Will my existing campaigns with Max CPC limits be affected?
- No, existing campaigns with Max CPC limits will not be affected immediately.
- Which bidding strategies will still allow Max CPC limits?
- Portfolio bid strategies and several other specific bidding strategies will still allow Max CPC limits.
- Why is Microsoft Advertising making this change?
- Microsoft Advertising is pushing advertisers toward conversion-based targets and other automated bidding controls.
- When does this change take effect?
- This change will take effect on October 1, 2026.
Source: Search Engine Land
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