Microsoft Advertising phases out Max CPC limits for new standalone bidding campaigns starting Oct. 1

Microsoft Advertising is removing Max CPC controls from new standalone campaigns using automated bidding strategies starting October 1, as Product Liaison Navah Hopkins confirmed. Existing campaigns will keep their Max CPC settings, and portfolio bid strategies and other approaches like Target Impression Share and eCPC will continue to support the control. Microsoft argues that Max CPC limits can interfere with automated bidding and create spend pacing issues, and that advertisers using conversion-based targets like target CPA and target ROAS achieve better results. The company recommends advertisers use tCPA, tROAS, budgets, and conversion value rules as their primary levers instead, and Hopkins encouraged testing Max CPC removal on existing campaigns before the deadline.