Microsoft Advertising rolls out AI Max and updates bidding controls

Microsoft Advertising has launched AI Max globally for search campaigns, a suite of automation tools designed to expand reach beyond traditional keyword targeting. The update includes search term matching, which utilizes signals from keywords, landing pages, and user intent to surface ads for conversational queries within Bing and Microsoft Copilot. Additionally, the tool features text customization, which automatically generates ad messaging by pulling from an advertiser’s existing website content and assets.

Concurrently, Microsoft is phasing out certain legacy bidding controls. Starting October 1, 2026, Max CPC will no longer be available when creating new non-portfolio campaigns using standalone Max Conversion, Max Conversion Value, or Max Click bidding strategies. Microsoft stated that advertisers using conversion-based bidding and targets, such as TCPA and TROAS, tend to meet goals more effectively than those using Max CPC, which can cause spend pacing irregularities. Existing campaigns and those using portfolio bidding strategies will retain Max CPC functionality for the time being.