From today, November 9, new conversion campaigns in ChatGPT Ads bid with Target CPA instead of Max Bid, and new click campaigns can use Target CPC instead of Max CPC, OpenAI said in a Help Center update dated November 5. Target CPA and Target CPC are average cost goals: the system may bid above or below the target in any single auction to hit the average.

Existing Max Bid and Max CPC campaigns keep serving on their current strategy until January 1, 2027, when OpenAI moves the remaining campaigns to the matching target automatically. OpenAI told advertisers to set targets from their recent CPA or CPC, and to fix Event Quality Score warnings on their conversion events before the switch.

For advertisers this is a forced migration, not an optional refresh: targets set far from recent actual costs risk stalled delivery after the January changeover. The change lands in an ads business that has grown fast — ChatGPT Ads had reached a $1 billion annualised revenue run rate by August 31, in under 200 days, according to the company.