They replace Max Bid and Max CPC for new campaigns in Ads Manager. You set the average cost you want per conversion or per click, and OpenAI's system bids above or below it in each auction.
Existing campaigns keep running on Max Bid or Max CPC for now. You can switch them to a cost target from November 9.
Max Bid and Max CPC retire on January 1, 2027. Autobid is now called intelligent bidding.
Watch out: tight targets or weak conversion signals can limit delivery and leave budget unspent.
My tip: check that Pixel or Conversions API sends your chosen event, fix any Event Quality Score warnings, and base your target on your recent actual CPA or CPC.
Via Barry Schwartz.
