Bid Cap

Bid Cap sets the maximum TikTok is allowed to bid for a single action in the auction.

Unlike Cost Cap, which steers an average, Bid Cap is a hard ceiling on each individual bid. TikTok will never bid above your number for a result, which gives you tight control over the top end but hands you the job of finding a bid that actually wins auctions. In 2026 it is a legacy, limited option, kept for narrow manual buying rather than offered as a default.

Say you cap your bid at 150 rupees per conversion. TikTok competes only in auctions it can win at or below that, and walks away from the rest. Set it near the going rate and you deliver, set it far below and you sit out most of the auction.

Bid Cap gives you the wheel and the blame. There is no automatic averaging to soften a mistake, so a cap set too low simply stops delivery while a cap set too high overpays on every single win.

Maximum control, minimum forgiveness.