Max CPC is gone from new Microsoft Ads campaigns Oct 1
Microsoft is pulling Max CPC from the setup of new non-portfolio campaigns starting Oct. 1, when the bid cap no longer coexists with Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value or Maximize Clicks. The reasoning: a hard cap fights its automation by blocking auctions that could hit your stated goal. Existing campaigns and portfolio strategies keep the setting for now, but new builds must lean on budgets, CPA/ROAS targets, and conversion-value rules instead. The UI goes first, with Editor and API updates to follow.