Both. On PPCmate's own network you choose how your bid behaves, for CPM and CPC alike. On Google, Microsoft, Meta, ChatGPT, TikTok, Reddit and LinkedIn you set a maximum CPC, or on Google a bid strategy and on Reddit Automatic bidding.
Pop-under V2, Push, Display, Native and Video
Next to your bid in the Finance section, pick one of three bid types:
| Bid type | What it does |
|---|---|
| Smart (default) | The engine prices every impression or click for you against the market, never above your budget. |
| Bid | Your number is a maximum. Bids can go lower, and you can add an optimization target to steer delivery. |
| Fixed | Every impression or click is bid at exactly the price you set. |
With Smart or Bid you can also set a Bidding Goal (Target CPC or Target CPA) so bids follow what each placement is worth to you. See Bidding Goals: CPA and CPC explained.
Google, Microsoft, Meta, ChatGPT, TikTok, Reddit and LinkedIn
- ChatGPT, Microsoft Search, Microsoft Audience, Facebook, Instagram, Google Display, TikTok and LinkedIn: a maximum CPC.
- Reddit: Automatic (Reddit sets each bid to get the most clicks within your daily budget) or a Max CPC of at least $0.75.
- Google Search: a maximum CPC with Manual CPC, or one of Google's bid strategies.
- Google Demand Gen and Google PMax: Google sets the bids within your budget, so there's no CPC to enter.
You can change your bid or bid type on a saved campaign at any time. The pricing model (CPM or CPC) is fixed by the format. See Can I switch between CPM and CPC models?
Oct 6, 2026