Meta Campaign Budget Optimizer in Ad Manager

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🚀 Summary of the release

We’ve enhanced

Meta campaign budgeting in Ad Manager

, giving advertisers more control over where their campaign budget is managed and how Meta can optimize spend across ad sets.

Users can now choose between a

Campaign budget

and an

Ad set budget

, enable Meta’s

budget sharing across ad sets

, and manage supported budget and bid strategy settings directly within the campaign builder.

  1. Choose where your budget is controlled

  • Campaign budget

    – Set one budget for the campaign and let Meta distribute it across ad sets automatically.

  • Ad set budget

    – Define and manage budgets individually for each ad set.

  1. Share budget across ad sets

  1. Daily and Lifetime budgets

  • Campaigns support both

    Daily

    and

    Lifetime

    budget types.

  • When budgeting is managed at the ad set level, the budget and applicable schedule are configured for each ad set.

  1. Bid strategy controls

  • Choose between supported strategies such as:

    Highest volume

    and

    Cost per result goal

  • When

    Cost per result goal

    is selected, the target cost is configured at the ad set level.

  1. Post-publish budget management

  • Budget setup can be updated after a campaign is published.
  • Users can move between

    Campaign budget

    and

    Ad set budget

    , with the required budgets provided for the applicable ad sets.

  • Meta may temporarily restrict additional budget-setting changes after an update, based on Meta’s own rules.

  1. Contextual guidance

  • The campaign builder now explains how campaign and ad set budgets work.
  • When budget sharing is enabled, users are informed that Meta may redistribute up to 20% of an ad set’s budget across other eligible ad sets.
  1. Go to

    Ad Manager

    and create or edit a Meta campaign.

  2. Under

    Budget

    , choose:

    Campaign budget or Ad set budget.

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  1. If

    Ad set budget

    is selected, optionally enable

    Share up to 20% of your budget with other ad sets.

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  1. Configure the applicable

    Daily or Lifetime budget

    .

  2. Select the required

    Bid strategy

    .

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  1. If using

    Ad set budget

    , open each ad set to configure its individual budget, schedule, and applicable cost per result goal.

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  1. Review the campaign and publish.
  • Previously, Meta campaign budgeting options in Ad Manager were more limited. This enhancement gives advertisers greater flexibility to decide whether Meta should optimize spend across the whole campaign or whether budgets should remain controlled at the individual ad set level.
  • With optional

    ad set budget sharing

    , advertisers can retain ad set-level control while still allowing Meta to dynamically shift a portion of spend towards better-performing opportunities.

  1. Budget-sharing availability and post-publish changes remain subject to

    Meta’s own eligibility and editing restrictions

    .

  2. The exact behaviour of budget sharing can depend on the campaign and ad set configuration.
  3. Budget and schedule controls are shown at the appropriate campaign or ad set level based on the selected budget setup.