Target CPA and Target CPC Bidding Strategies for Optimizing ChatGPT Ads

As of November 9, ChatGPT Ads has introduced two new bidding strategies: Target CPA for campaigns optimized for conversions and Target CPC for click campaigns.

Previously, you could cap bids through Max Bid and Max CPC. Now, advertisers can set a target CPA or CPC, and the system automatically selects bids in auctions. However, the specified values are not guaranteed, and the actual average cost per conversion or click may be either higher or lower than the target.

In new conversion campaigns, Target CPA replaces Max Bid, while in click campaigns, Target CPC replaces Max CPC. Campaigns that are already running will continue to use the old settings for now, but you can switch them to the new strategies. Max Bid and Max CPC will be completely removed starting January 1, 2027.

To optimize for conversions, you need to send events through OpenAI Pixel or Conversions API. If there is not enough data or the target CPA is too low, the system may limit ad delivery and not spend the full budget.

We previously reported on the introduction of conversion optimization in ChatGPT Ads. Now, advertisers can additionally specify a target CPA. However, Target CPA does not mean you pay for a lead or purchase, charges may be based on clicks or impressions.

OpenAI has also renamed its automated Maximize Results (Autobid) strategy to Intelligent bidding.