Enhanced CPC Is Gone — What Happened to Your Bid Strategy
Google retired Enhanced CPC in 2025, and campaigns that weren't switched over quietly became Manual CPC instead.
What it means
As of the week of March 31, 2025, Enhanced CPC (a bidding option that nudged your manual bids up or down based on conversion likelihood) is no longer available for Search and Display campaigns. Any campaign that was using it and wasn't proactively switched to another strategy before the deprecation is now effectively running on plain Manual CPC — with no automatic bid nudging at all.
Why it matters
If your bidding suddenly feels flatter or less responsive than it used to, and you haven't touched anything, this is a likely explanation: a strategy your campaign relied on was retired out from under it. It's worth deliberately choosing a real Smart Bidding strategy rather than leaving the campaign on plain Manual CPC by default.
ask datanephew
My bidding feels different than it used to, but I haven't changed anything — why?
Ask datanephew what bid strategy your campaigns are currently using. If a campaign was relying on Enhanced CPC, it's now running as plain Manual CPC since that feature was retired in 2025.