OpenAI Replaces Max Bid And Max CPC With Cost Targets

OpenAI's ChatGPT Ads platform is replacing two manual caps, the maximum bid and maximum CPC, with average cost targets that advertisers can set as part of their advertising campaign strategy, according to Search Engine Journal. This change is outlined in an OpenAI help document on the topic of bidding and pricing. The document was updated on their website on November 10, 2026.

Beginning November 9, advertisers creating a conversion campaign get Target CPA in place of Max Bid, while advertisers creating a click campaign also have the option to use Target CPC. Max Bid and Max CPC will no longer apply to existing campaigns from January 1, 2027. This change may affect how advertisers approach their campaign strategies, as they will need to adapt to the new average cost targets.

From November 18, a Max Bid or Max CPC value sent through the old fields to create a campaign or change an ad group's bid type becomes an average target, not a maximum. This means that API partners will need to update their integrations to use the new fields, which will be available starting November 18. The legacy fields will stay active until the end of December, but will be deprecated on January 1, 2027.

Target CPA and Target CPC are average cost goals rather than limits on each bid, according to OpenAI's bidding page. This means that a single click or conversion may cost more or less than the target, and advertisers may end up paying more or less on average. For click campaigns, the new option allows the system to bid above or below the target in individual auctions, aiming to deliver as many clicks as possible from the budget while working toward the desired average CPC.

The change from Max Bid and Max CPC to Target CPA and Target CPC may affect how advertisers approach their campaign budgets and strategies. Advertisers will need to consider setting their targets based on recent actual CPA or CPC averages, and monitor the actual average cost per click or conversion as the campaign continues to learn. This change may also impact API partners, who will need to update their integrations to use the new fields.

OpenAI suggests that advertisers should review the overall spend of the campaign, as well as results, and monitor the actual average cost per click or conversion. Advertisers who buy through API partners should find out which bid fields those tools use after November 18, since a legacy max-bid value sent to create a campaign will count as an average target. This change is similar to a previous change made by Microsoft, which ceased to offer Max CPC on new non-portfolio campaigns using a strategy such as Target CPA and Target ROAS.

The replacement of Max Bid and Max CPC with Target CPA and Target CPC is a significant change for advertisers using the ChatGPT Ads platform. Advertisers will need to adapt to the new average cost targets and adjust their campaign strategies accordingly. The change is intended to improve the performance of advertising campaigns, but may require advertisers to re-evaluate their approach to bidding and budgeting.