Microsoft Advertising removed Max CPC from new non-portfolio campaigns using Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value or Maximize Clicks, starting Oct. 1, 2026. Campaigns created before then keep the setting, and portfolio bid strategies still support it. Target Impression Share and Enhanced CPC aren’t affected.
Microsoft says the cap can conflict with its bidding systems even when set above average CPC, and recommends budgets, CPA/ROAS targets and conversion value rules instead.
Your checklist
Use a portfolio bid strategy when a new campaign genuinely needs a cap.
Audit conversion tracking before launching new auto-bid campaigns.
Set targets from real cost-per-lead history, not hopes.
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The Marketer Staff
Reported and written by The Marketer’s editors in Alberta, Canada. We read the primary sources, summarize in our own words and link everything. Our standards.
