Google Ads says it plans to phase out the Enhanced cost-per-click (eCPC) bidding option for Search and Display ad campaigns. 

Starting in October, advertisers will no longer have the choice to use eCPC bidding in their campaigns. By March 2025, all existing eCPC campaigns will automatically transition to Manual CPC.

Advertisers using Enhanced CPC should switch to other bidding strategies before March 2025, as Google will automatically change any remaining campaigns to Manual CPC to ensure they continue running uninterrupted.

Why is Google phasing out Enhanced CPC?

According to Google, this decision aligns with its plan to promote more advanced, machine learning-driven bidding strategies. 

Google Ads introduced Enhanced CPC in 2010. This feature allowed Google's algorithm to adjust bids in real time to help maximize conversions or conversion value. However, Google claims that as its machine learning capabilities have advanced, Enhanced CPC has become less relevant compared to newer options.

Google says options such as ‘Maximize Conversions’ and ‘Maximize Conversion Value,’ provide better optimization opportunities.