Microsoft Advertising Is Removing Max CPC Controls From New Campaigns
REDMOND, WA – Microsoft Advertising is eliminating the ability to set a maximum cost-per-click limit on many new advertising campaigns, another step toward automated bidding systems controlling how advertisers’ budgets are spent.
Beginning October 1, 2026, Max CPC will no longer be available when advertisers create new non-portfolio campaigns using several of Microsoft’s automated bidding strategies, including Maximize Clicks, Maximize Conversions and Maximize Conversion Value.
For advertisers, the change means giving Microsoft’s bidding system considerably more freedom to determine what an individual click is worth. A Max CPC limit traditionally allowed an advertiser to tell the platform, in simple terms: no matter what the algorithm believes a click is worth, do not bid above this amount. Microsoft argues that those limits can actually interfere with automated bidding.
The company says that when advertisers establish a Maximum CPC while simultaneously giving the system CPA or ROAS targets, the two instructions can conflict. Microsoft says this can cause campaigns to miss their broader performance objectives even when the advertiser’s CPC ceiling is higher than the campaign’s typical click cost.
Instead, Microsoft wants advertisers to control automated campaigns through budgets, target CPA, target ROAS, conversion values and other performance signals. The shift follows a broader advertising industry trend in which platforms increasingly ask advertisers to provide the objective, budget and conversion data while algorithms determine bids, placements and, increasingly, targeting.
Microsoft has been aggressively expanding that approach. Its newer AI Max search features can expand query matching beyond an advertiser’s keyword list, generate or customize ad text and select landing pages based on Microsoft’s interpretation of user intent.
That makes the removal of Max CPC particularly noteworthy. Automation may improve efficiency in some campaigns, but advertisers are simultaneously surrendering another direct spending control.
There is an important grandfather provision. Existing campaigns already using Max CPC as of October 1 can retain the setting. However, Microsoft warns that if Max CPC is subsequently removed from one of those campaigns, the advertiser will not be able to add it back. Portfolio bid strategies are also exempt. Microsoft says Max CPC will remain available for both new and existing campaigns using portfolio bidding.
The transition will extend further in 2027. According to Microsoft’s notice to advertisers, API users, third-party advertising tools and Google Import will stop supporting Max CPC for newly created campaigns, and for existing campaigns that are not already using the setting, beginning January 12, 2027.
For agencies and advertisers, the practical takeaway is simple: campaigns currently relying on Max CPC should be reviewed carefully before October 1. Once that control is removed from an existing campaign, Microsoft says the decision cannot be reversed.
For agencies and advertisers, the practical takeaway is simple: campaigns currently relying on Max CPC should be reviewed carefully before October 1. Businesses using Microsoft Advertising should also review their broader bidding strategy to make sure automated bidding is working toward the right conversion and revenue goals.
About The Author: John Colascione is Chief Executive Officer of SEARCHEN NETWORKS®. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a how-to book called ”Mastering Your Website‘, and is a key player in several online businesses.
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