Last Updated on October 31, 2024

Ad Set Level Budgets

By default, budgets are set at the Ad Set level. In other words, each of the Ad Sets in your campaign will need to have their own dedicated budget.

You have 2 options when it comes to budget frequency:

  1. Daily Budget
    1. If you choose “daily budget”, you are not required to set an end date (although it is still an option)
    2. Your daily budget is considered an average for your weekly spend. You can be charged up to 75% more per day, but your weekly average will always equal (daily budget * 7)
  2. Lifetime Budget
    1. If you choose “lifetime budget”, you must select an end date.
    2. Your campaign will not overspend during the lifetime of your ad set.

Campaign Level Budgets

Although setting budgets at the Ad Set level is the default, you have the option to enable “Advantage campaign budget”. Advantage campaign budget automatically distributes your budget across your ad sets to get you overall best results. All you need to do is set one central campaign budget, and this budget has “flexibility to spend more on ad sets with the best opportunities, and less on underperforming assets”.

You also have access to what’s called a “Campaign bid strategy”. This allows you to choose how this campaign-level budget will be optimized in auctions. You can select:

  • Highest volume
    • Get the most results for your budget
  • Cost per result goal
    • Aim for a certain cost per result while maximizing the volume of results
  • Bid Cap
    • Set the highest you want to bid in any auction

Otherwise, all of the settings are the same. You can select a Lifetime budget or a Daily budget, and the same rules apply.