Advertising · 1 min read
Meta Campaign Budget Optimization in Ad Manager
What it is
Meta lets you set your budget in one of two places:
- Campaign budget (Advantage campaign budget): you set one budget for the campaign and Meta shifts spend toward the best-performing ad sets.
- Ad set budget: you set a separate budget for each ad set and keep tighter control.
Ad Manager supports both, with daily or lifetime budgets and bid strategies.
Choose a budget type
- Create or edit a Meta campaign in Marketing → Ad Manager.
- On the budget step, choose Campaign budget or Ad set budget.
- Choose Daily (average spend per day) or Lifetime (total spend over the campaign's dates).
- Enter the amount.
Bid strategies
- Highest volume: get as many results as possible for your budget.
- Cost per result goal: aim for an average cost per result.
- Bid cap: set the most you'll bid in any auction.
Start with Highest volume unless you know your target costs.
Change the budget after publishing
Open the published campaign and edit the budget. Large changes can send the campaign back into Meta's learning phase, so adjust by 20% or less at a time when you can.
Tips
- Use campaign budget when your ad sets target similar audiences.
- Use ad set budgets when you need a set amount spent on each audience.