Jan 6, 2026
Bid Cap
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A hard ceiling on maximum cost per result. Provides strict cost control but may limit delivery if set too low.
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Formula:
Maximum bid you'll pay
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Benchmarks
Set at or slightly above target CPA. Too low = no delivery. Start without caps, then add once you understand rates.
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Why It Matters
Bid cap gives cost certainty but sacrifices volume. If cap is below market rates, ads won't deliver. Use when you have a firm max CPA you can't exceed. Don't use as general optimization—that's what Target CPA is for.
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