Cost cap too loose to control CPA? Switch to bid cap for the hard ceiling.

Cost cap too loose to control CPA? Switch to bid cap for the hard ceiling.

Cost cap (Meta targets an average) lets some conversions run expensive. Bid cap (a hard limit per auction) refuses to overpay at all.

When and how to switch:
— Use bid cap when you know your exact max profitable CPA and won't budge
— Set it ~30% above target, then walk it down (bid caps need headroom to even enter auctions)
— Expect lower volume — bid cap trades scale for control, always
— If delivery flatlines, your cap is below the auction floor. Raise in 10% steps

Risk: bid cap can deliver almost nothing on a competitive day and you won't notice until you're dark.

Test bid cap on ONE set where margin is tight. Watch volume, not just CPA.