SHOMEDIAOpenAI is changing how advertisers manage bids in ChatGPT Ads. Starting November 9, new campaigns can use an average cost-per-acquisition or cost-per-click target rather than a hard bid ceiling. Existing campaigns receive a transition period extending into early 2027.
According to OpenAI's advertiser documentation, Target CPA replaces Max Bid for new conversion campaigns, while Target CPC becomes an option for new click campaigns. Target CPA optimizes delivery around an average cost per purchase or lead; Target CPC uses an average click-cost goal.
The key distinction is that a target is not a hard ceiling on every auction bid. The system may pay more than the advertiser's target for an individual click if it expects a better overall result. The final campaign average may also exceed the stated target.
The transition for existing advertisers
As Search Engine Land reported on November 5, legacy strategies will continue until January 1, 2027, when Max Bid and Max CPC are due to retire. API partners have a separate migration timetable, with dedicated target fields recommended from November 18.
Media buyers should first check Pixel and Conversions API event quality, then set realistic targets based on recent conversion costs. Targets that are too restrictive can limit delivery and leave budget unspent. This change applies to ChatGPT Ads advertisers where the ad product is available; it is not a change to the experience of all ChatGPT users.
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