Setting a bid limit (Max. CPC cap) on an automated bidding strategy allows you to put a hard ceiling on what Google can bid for a single click. This gives you budget control but can restrict the AI’s ability to win high-value auctions.

The ability to set a bid limit depends heavily on the specific automated strategy you are using.

Strategy 1: Target CPA / Maximise Conversions with a Target CPA

This is the most common automated strategy where a CPC bid limit can be set.

Step 1: Access Campaign Settings

1. Sign in to your Google Ads account.

2. In the left-hand menu, click Campaigns and select the campaign you want to edit.

3. Click the       setting on the right side of the campaign.

Step 2: Navigate to Bidding

1. Scroll down to the Bidding section.

2. Click Change bid strategy.

Step 3: Set the Max. CPC Limit

1. After clicking Change Bid Strategy

2. You can either choose What do you want to focus on? Or click Select a bid strategy directly

3. Here,always  ensure your strategy is set to Maximize Conversions and that you have entered your Target CPA (or just select Target CPA if available).

4. Enter the highest amount you are willing to pay for an action (e.g., £8.00).

Step 4: Save Changes

1. Click Save at the bottom of the Settings page.

Strategy 2: Maximize Clicks

This strategy is specifically designed to get you the most clicks possible within your budget, and setting a Max. CPC limit is highly recommended to protect your budget.

Step 1: Access Bidding Settings

1. Follow Steps 1, 2, and 3 from Strategy 1 to access the Maximize Clicks through your Campaign Settings.

Step 2: Set the Max. CPC Limit

1. Ensure your strategy is set to Maximize Clicks.

2. Check the box that says Set a maximum cost-per-click bid limit (or similar wording).

3. Enter your desired maximum bid (e.g., £8).

Step 3: Save Changes

1. Click Save at the bottom of the Settings page.

Strategy 3: Maximize Conversions (Without a Target)

Important Note: The Maximize Conversions strategy, when run without a Target CPA set, is designed to be completely unconstrained by CPC limits. It will bid whatever it deems necessary to secure a conversion, often leading to very high CPCs.

• You generally cannot set a Max. CPC limit for Maximize Conversions (no target) directly in the Campaign Settings.

• Advise: If you need to control the cost per click, you should always switch to Maximize Conversions with a Target CPA (Strategy 1) or Target ROAS (for e-commerce), as these targets help constrain the bidding cost without an arbitrary CPC cap.