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Ad Manager

Meta Campaign Budget Optimizer in Ad Manager

šŸš€ Summary of the release
Weā€™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 Metaā€™s
budget sharing across ad sets
, and manage supported budget and bid strategy settings directly within the campaign builder.
šŸ‘€ Whatā€™s New?
  1. Choose where your budget is controlled
  • Campaign budget
    ā€“ Set one budget for the campaign and let Meta distribute it across ad sets automatically.
  • Ad set budget
    ā€“ Define and manage budgets individually for each ad set.
  1. Share budget across ad sets
  • When using
    Ad set budget
    , users can enable
    ā€œShare up to 20% of your budget with other ad sets.ā€
  • Meta can shift a portion of budget between eligible ad sets based on performance.
  • Individual ad set budgets remain configurable while budget sharing is enabled.
  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 Metaā€™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 setā€™s budget across other eligible ad sets.
šŸ‘· How to Use?
  1. Go to
    Ad Manager
    and create or edit a Meta campaign.
  2. Under
    Budget
    , choose:
    Campaign budget or Ad set budget.
image
  1. If
    Ad set budget
    is selected, optionally enable
    Share up to 20% of your budget with other ad sets.
image
  1. Configure the applicable
    Daily or Lifetime budget
    .
  2. Select the required
    Bid strategy
    .
image
  1. If using
    Ad set budget
    , open each ad set to configure its individual budget, schedule, and applicable cost per result goal.
image
  1. Review the campaign and publish.
ā­ Why It Matters
  • 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 toward better-performing opportunities.
šŸ“ Notes
  1. Budget-sharing availability and post-publish changes remain subject to
    Metaā€™s own eligibility and editing restrictions
    .
  2. The exact behavior 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.