Microsoft Advertising has updated its bid strategies to allow setting a maximum CPC for portfolio strategies. The prior restriction to campaign-level only configurations has been lifted, and the eligible strategies list has been removed.
Previously, maximum CPC was limited to campaigns using Enhanced CPC or Target impression share strategies, but this limitation no longer applies. Now, advertisers have more flexibility before the impending October 1, 2026 sunset of max CPC for new non-portfolio campaigns.
Read the official help page here: Let Microsoft Advertising manage your bids with bid strategies.
This update was spotted by Hana Kobzová.