Bid cap = hard cost ceiling. Set at/above target CPA. Too low = zero delivery. Use for strict limits.
By The Ad Spend
A hard ceiling on maximum cost per result. Provides strict cost control but may limit delivery if set too low.
Formula
Maximum bid you'll pay
Benchmark range
Set at or slightly above target CPA. Too low = no delivery. Start without caps, then add once you understand rates.
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.
