# ChatGPT ads add Target CPA and Target CPC, and retire Max Bid on 1 January 2027

> OpenAI is replacing Max Bid and Max CPC in ChatGPT Ads Manager with Target CPA and Target CPC from 9 November 2026. What changes and what to set.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: AI ads
- **URL**: https://marxx.ai/library-news/chatgpt-ads-target-cpa-target-cpc-max-bid-retires-january-2027

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From **9 November 2026**, advertisers in ChatGPT Ads Manager can set a cost target instead of a maximum bid. **Target CPA** is for conversion campaigns and **Target CPC** is for click campaigns. The old **Max Bid** and **Max CPC** options retire on **1 January 2027**.

## What we know

[Search Engine Roundtable reported](https://www.seroundtable.com/openai-updates-chatgpt-ads-bidding-options-42470.html) on 5 November 2026 that OpenAI emailed advertisers about the change. We found no OpenAI help page for it yet, so treat the details as reported, not confirmed.

| Old option | New option | Used for |
|---|---|---|
| Max Bid | Target CPA | Conversion campaigns |
| Max CPC | Target CPC | Click campaigns |
| Maximize results | Intelligent bidding | Autobid, renamed |

- **New campaigns:** from 9 November, Target CPA and Target CPC replace the old options.
- **Running campaigns:** they keep going and can switch. Campaigns still on the old options on 1 January 2027 move to the new ones.
- **Countries:** the report does not say. Check Ads Manager.

## What it means for your ad account

A cap and a target are different promises. A max bid stops ChatGPT paying more than your limit for one result. A target tells it the average cost you want. Suppose your Max Bid is INR 400 and your real cost per [conversion](/glossary/cpa) is INR 320. A INR 320 target lets ChatGPT pay INR 450 for one strong lead and INR 250 for a weak one, as long as the average lands near INR 320. Your cost per result will swing more day to day.

## What to do this week

1. **List every ChatGPT campaign** and note which use Max Bid or Max CPC.
2. **Work out your real cost per result** over the last 14 days before you pick a target.
3. **Switch one campaign first** and keep a second on the old option for a clean comparison.
4. **Check [conversion tracking](/guides/how-to-track-chatgpt-ads-conversions)** is firing. A target needs clean conversions.
5. **Read our [ChatGPT ads guide](/guides/how-to-advertise-on-chatgpt)** and [tips](/guides/chatgpt-ads-tips) if you are new to the format.

## FAQ

### Do I have to switch before 1 January 2027?

No. Existing campaigns keep running on the old option. OpenAI is reported to move any left over on 1 January 2027.

### What is the difference from a bid cap?

A [bid cap](/glossary/bid-cap) limits what you pay for one result. A target aims for an average cost across many results.

### Is intelligent bidding new?

No. It is the new name for Maximize results, the autobid option.

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