# Microsoft Advertising AI Max and bidding updates

> Live situation record from CLSTR: https://clstr.news/situations/microsoft-advertising-ai-max-and-bidding-updates
> Updated: 2026-08-21T11:41:00.000Z. Sources: 10. Developments: 2.

Microsoft Advertising has initiated a global rollout of AI Max for search campaigns. This suite of automation tools is designed to enhance targeting and creative generation through features such as search term matching, text customization, and final URL expansion.

Alongside the AI Max launch, Microsoft announced updates to its bidding controls. Effective October 1, 2026, the Max CPC option will be removed for new non-portfolio campaigns utilizing specific bidding strategies like Max Conversion, Max Conversion Value, or Max Click. The company noted that advertisers using conversion-based targets, such as TCPA and TROAS, generally meet goals more effectively than those using Max CPC, which can lead to “spend pacing irregularities”. Existing campaigns and those using portfolio bidding strategies will maintain Max CPC functionality for the time being.

## Timeline

### 2026-08-21: Microsoft Advertising rolls out AI Max and updates bidding controls

Microsoft Advertising has globally rolled out AI Max for automated search campaigns while announcing the removal of Max CPC for new standalone bidding campaigns starting October 1, 2026.

4 sources. https://clstr.news/cluster/microsoft-advertising-rolls-out-ai-max-and-updates-bidding-controls

### 2026-08-18: Microsoft Advertising rolls out AI Max globally

Microsoft Advertising is rolling out AI Max globally for Search campaigns and providing documentation for its Conversions API to improve measurement accuracy and automated targeting.

7 sources. https://clstr.news/cluster/microsoft-advertising-rolls-out-ai-max-globally

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Cite as: Microsoft Advertising AI Max and bidding updates. CLSTR, https://clstr.news/situations/microsoft-advertising-ai-max-and-bidding-updates