Bye bye, Enhanced CPC!
After years of quietly sitting in the background of Google Ads accounts, Enhanced CPC (eCPC) is finally being switched off. From next week, you won’t be able to use it in any live campaigns — Google will automatically migrate everything still using it over to Manual CPC.
It’s the end of an era. And while it might not sound like a big deal at first, for many advertisers, this change will have a more significant impact than they realise.
A quiet workhorse of many campaigns
Enhanced CPC has been around since 2010. It was Google's first significant foray into smart bidding, adjusting your manual bids automatically to increase the likelihood of a conversion. It wasn’t flashy, and it didn’t get much attention compared to newer strategies like Maximise Conversions or Target ROAS. But it offered something advertisers valued: a bit of automation, without giving up total control.
Now, that middle ground is disappearing.
Why Google is moving on
Google wants advertisers to embrace full automation, and it's been heading in that direction for years. Strategies like Maximise Conversion Value or Target CPA are built entirely around machine learning. They make decisions in real-time, using far more signals than any human could.
The argument is simple: let the algorithm do its job.
But with that comes a loss of visibility, control, and, for some businesses, effectiveness. Automated bidding works best when it has high-quality data, stable conversion flows, and clear commercial intent. Not every account is set up that way.
What we’re seeing...
We’ve worked with eCPC across countless accounts, and we understand why some advertisers are hesitant to let it go. It was reliable. It didn’t take over your whole budget. It didn’t need perfect data to function.
As we approach the final switch-off, we’re helping clients audit how and where eCPC is still being used, and what bidding strategy makes the most sense for their goals going forward. It’s not about simply picking a new option – it’s about testing, interpreting results, and choosing a path that makes commercial sense.
Because automation isn’t always more innovative by default.
What should you do next?
This shift isn’t about panic. But it is about preparation.
If you’ve still got eCPC campaigns running, don’t assume that Google’s automatic transition to Manual CPC is the best option. For some, it might be. For others, it could mean performance takes a hit. Either way, it’s worth understanding what the shift means for your account before you feel it in your results.
What we’re telling clients
Next week, Enhanced CPC will be gone for good. If your strategy still depends on it, now’s the time to act. Google may be retiring it quietly, but the effect on your campaigns could be loud and clear.
At Brand Twelve, we help brands take back control of their ad spend in a platform that’s moving fast toward full automation. If you're unsure how this change will affect your performance or what to do next, we’re here for the conversation.
Read more on Google.com: https://support.google.com/goo...