Microsoft Advertising is investing heavily in enhancing its bidding and measurement capabilities. Advertisers using conversion-based bidding strategies like TCPA and TROAS are finding it easier to meet their goals compared to those relying on legacy controls such as Max CPC, which can disrupt spend pacing due to overriding stated objectives.
Starting October 1, 2026, Microsoft Advertising will eliminate the ability to set a Max CPC for new campaigns using the standalone Max Conversion, Max Conversion Value, and Max Click bidding strategies.
Existing campaigns will retain their Max CPC settings, and portfolio bidding strategies will still allow Max CPC.
Despite these adjustments, Microsoft Advertising allows campaigns to exceed TCPA/TROAS targets regardless of budget limitations.
This update was shared by Navah Hopkins.