Upcoming change: Max CPC removal for new non-portfolio campaigns
Starting on January 12, 2027, Max CPC will no longer be available when creating new non-portfolio campaigns, regardless of account type. This change applies to campaigns using the following bidding strategies: Target CPA Target ROAS Max Conversions Max Conversion Value Max Clicks No changes will be made to: Target Impression Share Enhanced CPC (eCPC) What this means New non-portfolio campaigns created on or after January 12, 2027 won’t support Max CPC. Any attempt to create or update an affected non-portfolio campaign with Max CPC will fail, and the API will return an explicit error indicating that Max CPC isn’t supported. Max CPC won’t be silently removed from the request. Existing non-portfolio campaigns created before January 12, 2027 will retain their current Max CPC settings. However, if Max CPC is removed after Jan 12 for a specific campaign, that campaign will then lose the ability to set a new Max CPC in the future. Portfolio bid strategies will continue to support Max CPC for both new and existing campaigns. Recommended actions To help achieve performance goals after this change, advertisers should use available optimization controls such as: Bidding targets Campaign budgets Conversion value rules