Short answer
Maximize results lets ChatGPT Ads set and adjust bids automatically to get the most clicks or conversions from your budget; it is the default for eligible new ad groups. It doesn't guarantee a CPA, CPC or ROAS. Choose Manual: Max bid when you must stay within a bid limit.
When to use which
| Situation | Strategy |
|---|---|
| Budget is small and you need predictable CPC | Manual: Max bid |
| You have enough budget and want volume | Maximize results |
| You need to cap cost per click strictly | Manual |
| Conversion campaign with good data | Maximize results or a bid cap |
Practical starting point
OpenAI suggests $3–5 as a starting max CPC. One agency playbook reports that strong B2B intent cleared at about $15–20; treat that as one advertiser's experience.
Questions
Where do I switch?
In the ad group's Bid strategy section.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
