ChatGPT Ads is replacing its Max Bid and Max CPC caps with average cost targets, Search Engine Journal reported, citing an OpenAI help document on bidding and pricing. From November 9, new conversion campaigns get Target CPA in place of Max Bid, and new click campaigns can use Target CPC. Max Bid and Max CPC stop applying to existing campaigns on January 1, 2027.
OpenAI's page describes the targets as averages, not per-bid limits, so a single click or conversion may cost more or less. Its example: $400 in spend and 10 purchases is a $40 actual CPA, and a $20 Target CPA does not mean the system can deliver purchases at $20. Spend may also fall short of budget if targets are too restrictive or conversion data is poor.
For API partners, 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 from November 18. Legacy fields stay active until the end of December and are deprecated January 1, 2027. The page gives no date for the new API fields and does not say what target unconverted campaigns will get.
Search Engine Journal also noted that OpenAI removed earlier wording describing a second-price auction, and that the basics page still recommends starting CPC bids at $3 to $5. Microsoft made a similar move away from Max CPC on some new campaigns from October 1.