Not on an existing campaign. The pricing model comes from the ad format, and a campaign's format can't be changed after you save it. To switch, create a new campaign on a format that uses the other model.
Why it works this way
Each format has one pricing model:
- CPM: Pop-under V2, Display, Native and Video
- CPC: Push Notification, ChatGPT, Google Search, Microsoft Search, Facebook, Instagram, Google Display, Google Demand Gen and Google PMax
Once a campaign is saved, its creatives and format-specific settings belong to that format, so the campaign page only shows that one format. Copy Campaign also keeps the original format.
How to switch
- Go to Campaigns → New Campaign and pick a format that uses the model you want.
- Link a creative for that format. For example, a Push campaign needs a Push creative with a title, text, icon and image.
- Set your CPC or CPM bid, budget and targeting, then save.
- When the new campaign is delivering, pause the old one.
Want click-based results without changing format?
On CPM formats, set a Bidding Goal of Target CPC or Target CPA in the Finance section. You're still billed per impression, but bids are steered toward the cost per click or conversion you set. See Bidding Goals: CPA and CPC explained.
Not sure which format fits? See Which ad format should I choose? or contact support, and we'll help you set it up.