OpenAI replaces maximum bids with average cost targets in ChatGPT Ads

OpenAI updated its ChatGPT Ads platform to replace maximum bid and maximum CPC manual caps with average cost targets, according to an updated company help document. Starting Nov. 9, 2026, new conversion campaigns can use Target CPA, while new click campaigns can select Target CPC.

Existing campaigns will see Max Bid and Max CPC retired on Jan. 1, 2027, according to OpenAI. Beginning Nov. 18, 2026, legacy bid values sent by API partners to create campaigns or change bid types will convert to average cost targets instead of absolute maximum caps.

OpenAI stated on its bidding page that Target CPA and Target CPC represent average cost goals rather than fixed price limits per bid. Under the new strategy, individual bids in auctions may fall above or below the set target to maximize campaign performance within the budget.

The help document warned that setting targets below recent performance could restrict ad delivery or leave budgets unspent. OpenAI illustrated actual CPA calculation with an example of $400 spent to generate 10 attributed purchases, resulting in an actual CPA of $40.

The company confirmed that the final winning auction bid sets the price advertisers pay across all bidding strategies. This rule applies to both legacy manual bid caps and the new automated average cost targets.

What do these terms mean?

Target CPA: An automated bidding strategy where an advertiser sets a target average amount they are willing to pay for each conversion, such as a sale or lead.

Target CPC: An automated bidding strategy where an advertiser sets a target average cost for each ad click received.

API: A set of software protocols that allows external applications to communicate directly with a platform's system.