ChatGPT Ads Is Getting Smarter by Default: Target CPA and Target CPC Are Replacing Max Bid and Max CPC

The big picture: outcomes over bid caps

ChatGPT Ads is evolving to be intelligent by default. Instead of manually capping every bid, advertisers will tell the platform the outcome they care about and the budget or target cost that works for their business. The system then adjusts bids and delivery to work toward those goals.

Starting Monday, November 9, advertisers can optionally set a cost target in Ads Manager when creating or updating a campaign. Two new strategies lead the change:

• Target CPA for conversion campaigns, replacing Max Bid for new campaigns.
• Target CPC for click campaigns, replacing Max CPC for new campaigns.

Max Bid and Max CPC will retire on January 1, 2027. Campaigns still using them will move to Target CPA or Target CPC.

Target CPA: pay for the average conversion you want

With Target cost per action (Target CPA), you set the average amount you'd like to pay for a conversion, such as a purchase or a lead, and the system adjusts bids and delivery toward that target. Existing Max Bid campaigns will keep serving as they are, but you can switch them to Target CPA if you want to deliver toward a target.

Target CPC: more clicks at your desired average cost

Target cost per click (Target CPC) works differently from Max CPC. While Max CPC caps individual bids, Target CPC lets the system bid above or below your target in each auction. It aims to deliver as many clicks as possible from your budget while working toward your desired average CPC.

"Maximize results" is now intelligent bidding

Maximize results (autobid) is part of the intelligent-by-default approach and is now called intelligent bidding. It continues to adjust bids and delivery automatically to help you get the most results from your budget.

Your transition checklist

1. Start now. Review campaigns today and begin moving to Target CPA and Target CPC on November 9.
2. Audit conversion signals. Confirm Pixel or Conversions API is sending the selected event to the data source linked to your campaign, and use Event Quality Score (EQS) warnings to fix gaps.
3. Set realistic targets. Base your target on recent actual CPA or CPC. Restrictive targets or weak conversion signals can reduce ad delivery and leave budget unspent.