Max CPC removed for new non-portfolio conversion, value and clicks campaigns from October 1, 2026
- Date
- Aug 21, 2026
- Effective
- Oct 1, 2026
- Regions
- Global
- Primary source
- Microsoft Advertising Blog
New standalone campaigns on those strategies can no longer set a Max CPC cap; existing campaigns keep it and portfolio strategies, target impression share and eCPC are unaffected. Microsoft encouraged experiments removing Max CPC from existing campaigns.
Announced by email and LinkedIn on August 21, 2026 and confirmed in Microsoft's August roundup; PPC Land reported API support for the field runs through January 12, 2027.
Sources
- open_in_newAI Max for Search and other product news for August 2026Microsoft Advertising Blog · Aug 31, 2026
- open_in_newMicrosoft Advertising Max CPC Won't Be Available For New Campaigns On Oct 1Search Engine Roundtable · Aug 21, 2026
- open_in_newMicrosoft Ads Removes Max CPC for Conversion-Based StrategiesPPC News Feed · Aug 21, 2026
- open_in_newMicrosoft Advertising removes Max CPC from new standalone bidding campaignsSearch Engine Land · Sep 8, 2026
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