ChatGPT Ads adds Target CPA and Target CPC bidding Nov. 9, retiring Max Bid and Max CPC
What this answers
- When does ChatGPT Ads add Target CPA and Target CPC bidding?
- Starting Monday, Nov. 9, 2026, advertisers can choose a cost target in Ads Manager when they create or update a campaign, per an OpenAI email to advertisers reported by Search Engine Roundtable.
- When do Max Bid and Max CPC retire in ChatGPT Ads?
- OpenAI said both options retire on Jan. 1, 2027. Existing campaigns keep serving as Max Bid or Max CPC campaigns until advertisers switch them.
OpenAI emailed ChatGPT Ads advertisers that from Monday, Nov. 9, Ads Manager will offer Target CPA (an average price per conversion such as a purchase or lead) for conversion campaigns and Target CPC (an average price per click) for click campaigns, per Search Engine Roundtable, which quoted the email. The new options replace Max Bid and Max CPC for new campaigns; unlike Max CPC, which caps each bid, Target CPC lets the system bid above or below the target in each auction. Existing campaigns keep serving under the old options, and Max Bid and Max CPC retire on Jan. 1, 2027. OpenAI’s email also warns that restrictive targets or weak conversion signals can reduce delivery and leave budget unspent.
Why it matters: Moving from bid caps to cost targets lets OpenAI's system bid above or below an advertiser's number in each auction, extending the automation-first direction it set in August when it made automated bidding the default.
Via Search Engine Roundtable ↗
Posted to the wire November 5, 2026. Edited by Joe Balewski.