SHOMEDIANew bidding options took effect in ChatGPT Ads on 9 November 2026 for advertisers optimizing for conversions or clicks. According to OpenAI's bidding documentation, Target CPA replaces Max Bid for new conversion campaigns, while Target CPC is available in place of Max CPC for new click campaigns. Advertisers set an average outcome-cost target rather than a hard ceiling on every auction bid.
Under Target CPA, the platform works toward an average cost for a selected conversion, such as a purchase or lead. The actual average can finish above or below the stated target. Target CPC similarly allows individual auction bids, and individual click prices, to vary while seeking a desired average. The automated Maximize results option remains available under the name Intelligent bidding.
Existing campaigns using Max Bid and Max CPC can continue running after 9 November. Those legacy bidding controls are due to retire on 1 January 2027. OpenAI notified advertisers in advance, with Search Engine Land reporting the emailed changes on 5 November. The 9 November date therefore marks implementation, not the first public report.
For media buyers, reliable conversion signals matter more than simply setting a low target. Teams should check Pixel or Conversions API events, benchmark targets against observed CPA and CPC, and watch for reduced delivery. An unrealistically restrictive target, particularly with poor event quality, can leave part of a budget unspent. A Target CPA or Target CPC is a bidding objective, not a guaranteed price for each result.
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