Google Ads will phase out the choice to use enhanced cost-per-click (eCPC) for recent Search and Display campaigns in October.
Key dates:
- October: eCPC option removed for recent campaigns.
- March 2025: All remaining eCPC campaigns transitioned to Manual CPC.
Why we care. ECPC is a light-weight touch of automated bid strategies, allowing you to dip your toe into automated bidding without giving Google full control by just working toward a conversion goal. Google is taking that away. If you haven’t began testing which fully automated bid strategies work for your campaigns, now’s the time. This change will impact the way you manage your Search and Display campaigns.
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Options. Google introduced enhanced CPC in 2010 as a Smart Bidding strategy to optimize bids based on conversion likelihood. However, newer machine learning options like Maximize conversions (with optional goal CPA) and Maximize conversion value (with optional goal ROAS) offer more automated tools to improve performance.
First seen. Anthony Higman shared the e-mail he received from Google about this update on X.
Zoom out. The shift to more advanced automated bidding strategies signals Google’s push toward greater reliance on machine learning and the possible introduction of more automated bidding strategies.
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