Microsoft Advertising will stop letting you set Max CPC limits on new campaigns using standalone Maximize Conversions, Maximize Conversion Value, or Maximize Clicks bidding strategies starting Oct. 1. That's the headline. If you're already using these strategies, you'll lose the ability to cap your cost-per-click (the amount you pay each time someone clicks your ad) on any new campaigns you create after that date.
This change is part of Microsoft's push toward fully automated bidding. The company says that Max CPC limits can actually interfere with their AI's ability to hit your performance goals, and that advertisers using conversion-based targets like target CPA (cost per acquisition) or target ROAS (return on ad spend) tend to do better. For your business, this means less manual control over individual clicks, and more reliance on setting clear goals and trusting Microsoft's algorithm.
What's Changing and What's Not
Starting Oct. 1, when you create a new campaign using Maximize Conversions, Maximize Conversion Value, or Maximize Clicks as standalone bidding strategies, you won't be able to add a Max CPC limit. That's a hard stop. But here's the good news: existing campaigns created before Oct. 1 will keep their Max CPC settings. So you're not losing anything immediately, but you'll need to plan for the future.
Also, some bidding strategies will still support Max CPC: Target Impression Share, eCPC (enhanced cost-per-click), and portfolio bidding strategies. So if you rely heavily on Max CPC, you still have options—just not in those three standalone strategies.
Why Microsoft Is Doing This
Microsoft's reasoning is straightforward: Max CPC limits can override the algorithm's ability to optimize for your stated goals. For example, if you set a Max CPC of $2 but your target CPA is $50, the system might struggle to find clicks that convert within that constraint. Microsoft says advertisers using tCPA and tROAS tend to achieve their goals more easily than those relying on legacy controls like Max CPC.
Instead of capping clicks, Microsoft wants you to communicate your objectives through controls tied to business outcomes: budgets, tCPA, tROAS, conversion value rules, and seasonality adjustments. This is a shift from managing inputs (clicks) to managing outputs (conversions and revenue).
What This Means for Your Business
If you're a small business owner running Microsoft Ads, this change affects you directly if you use those three bidding strategies. You'll need to adapt your approach. The good news? You have time. Existing campaigns are grandfathered in, so you can test removing Max CPC before the deadline.
But here's the strategic angle: Microsoft is signaling that automation is the future. If you're not already using tCPA or tROAS, now's the time to start testing. The holiday season is coming, and you don't want to be caught off guard when you're launching new campaigns in October.
Your Move: Test Now
Navah Hopkins, Microsoft Advertising Product Liaison, recommends using optimization experiments to test removing Max CPC from existing campaigns before the deadline. That's your move. Run an experiment on one of your current campaigns: remove Max CPC and let the automated bidding run free. Compare the results to your control. This will give you a clear picture of how your campaigns perform without the cap, so you can make informed decisions before Oct. 1.
If you see better performance, great—you're ready. If not, you can still use portfolio strategies or eCPC to maintain some control. But don't wait until the last minute. Test now, and you'll be prepared for the change.
FAQ
No. Campaigns created before Oct. 1 will keep their Max CPC settings. Only new campaigns using standalone Maximize Conversions, Maximize Conversion Value, or Maximize Clicks will lose the option.
Run an optimization experiment to test removing Max CPC from an existing campaign. This will show you how automation performs before you're forced to switch. Also consider using portfolio bidding or eCPC, which still support Max CPC.
