OpenAI is replacing two bidding strategies in ChatGPT Ads. Target CPA replaces Max Bid for conversion campaigns, and Target CPC replaces Max CPC for click campaigns. Both options will be available in Ads Manager from November 9, 2026, reports OnlineMarketing.de.
Existing campaigns will continue to run unchanged until December 31, 2026. On January 1, 2027, OpenAI will replace the previous strategies completely.
What is changing about the bids?
With Target CPA, you set what a conversion may cost on average, such as a purchase or a sign-up. Target CPC sets the same goal for the individual click. According to OnlineMarketing.de, both values are averages and not hard price limits: individual clicks can cost more than the target, and the actual average can deviate from the target.
The previous strategy Maximize Results (Autobid) will be called Intelligent Bidding in the future. The system automatically gets as many results as possible out of the budget without you specifying a cost target.
A maximum bid caps each individual auction, while a cost target controls the average across many auctions. You may know the principle from Google Ads, where Target CPA is also its own bidding strategy.
Which deadlines apply?
Target CPA and Target CPC launch on November 9, 2026, and from then on you can switch existing campaigns voluntarily. Campaigns with Max Bid or Max CPC run as usual until December 31. As of January 1, 2027, the old strategies are history.
Deadlines for ChatGPT bids
Timeline of bidding strategies in OpenAI's Ads Manager
- August 24, 2026First ChatGPT Ads campaigns live in Germany
- November 9, 2026Target CPA and Target CPC are available
- December 31, 2026Last day for Max Bid and Max CPC
- January 1, 2027OpenAI completely replaces the old strategies
The report does not name the countries for the new strategies
Sources: OnlineMarketing.de
The report does not state exactly how the switchover will work on the cutoff date and which target value will then apply. Therefore, do not rely on an automatic solution.
Does this also apply in Germany?
ChatGPT Ads have been running in Germany since August 2026; according to OnlineMarketing.de, the first campaigns went live on August 24. Whether the new bidding strategies will also launch here on November 9 is not stated in the report. German advertisers use the same Ads Manager, so much speaks for the same schedule. This is not confirmed.
The ads appear only in the Free and Go plans; Business and Enterprise remain ad-free. In Germany, Austria and Switzerland, audience targeting and retargeting are still missing, and placement is based on the context of the conversation. According to OnlineMarketing.de, more than 100,000 advertisers worldwide use ChatGPT Ads.
What this means for you
Before November 9, check in Ads Manager which of your campaigns are still running with Max Bid or Max CPC. For these campaigns, set target costs, ideally based on the actual costs per conversion or click of recent weeks. If you set the target too low, OpenAI may barely serve the ads anymore, and budget remains unused.
Also check your tracking. For conversion campaigns, OpenAI Pixel or Conversions API should reliably report the chosen event, and it is worth looking at the Event Quality Score in Ads Manager. Test the switchover first with a small budget and compare the reported conversions with your own numbers.
OnlineMarketing.de published the report on November 6, 2026.
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