Microsoft Removes "Max CPC" from New Ad Campaigns Starting Today

Microsoft has stopped offering the maximum cost-per-click limit ("Max CPC") when creating new non-portfolio-linked ad campaigns, effective today, October 1, 2026. The decision applies to campaigns operating with strategies to maximize conversions, conversion value, or clicks, or targeting cost per acquisition (CPA), or return on ad spend (ROAS).

This means that an advertiser creating a new campaign will no longer find the option to set a strict cap on what they pay per click as was previously possible. Existing campaigns and portfolio-linked strategies retain the "Max CPC" setting as is, but removing it from an existing campaign becomes an irreversible decision, while support for the setting in the API will decline starting January 12, 2027.

The decision comes as part of a recurring pattern followed by major advertising platforms, as they gradually phase out manual cost capping tools in favor of controls relying on automation and AI bidding. This allows the platform to manage the auction with greater freedom, but it reduces the advertiser's ability to impose strict limits on what they pay per click.

The decision affects advertisers and agencies in the Arab region managing campaigns on the Microsoft Advertising Network, especially those who rely on setting a cost cap to control limited budgets. Experts advise reviewing bidding strategies in existing accounts before the change expands to the API early next year, as the gradual shift toward automation increases the need for advertising teams to monitor results and carefully analyze spending figures.

What do these terms mean?

Maximum Cost-Per-Click: The highest amount an advertiser pays for a single click. Cost Per Acquisition (CPA): The average amount an advertiser pays to obtain a purchase or registration. Return on Ad Spend (ROAS): The value of sales generated for each unit of spend. Portfolio Bidding: Grouping multiple campaigns under a single shared bidding strategy. API (Application Programming Interface): A technical channel connecting advertiser systems with the ad platform.