Set a campaign budget
Where you set the budget decides who gets the money. Put it at the ad-set level and you control each one by hand; put it at the campaign level with Advantage Campaign Budget and Meta moves the pool to whatever performs. Layer the daily-versus-lifetime choice on top, and the wrong combination quietly starves your best ad set.
Daily versus lifetime
Daily budget caps spend per day. Meta can spend up to 25 percent above the daily figure on high-opportunity days and balance it over the week; cumulative weekly spend will not exceed seven times the daily.
Lifetime budget caps total spend over a fixed date range. The system paces delivery across the range. Lifetime budgets are required if you want dayparting (custom ad-delivery schedules by time of day or day of week).
Minimum budgets
Roughly $1 per day for impression-optimized campaigns, $5 per day for click or engagement, and five times the target cost-per-result for conversion-optimized campaigns.
If the daily budget is too low for the chosen optimization event, the ad set will not enter enough auctions to learn. You'll see a 'budget too low for bid' delivery warning.
Advantage Campaign Budget
Formerly called Campaign Budget Optimization (CBO), Advantage Campaign Budget reallocates dollars between ad sets in real time based on CTR, CPA, CPC, ROAS, and conversion-volume signals.
Switching budget type mid-flight (daily to lifetime, or turning Advantage Campaign Budget on or off) resets the learning phase. Budget changes greater than ±20 percent in a single edit also reset learning.
Account-level spending limit
The account spending limit caps total spend across every campaign in the account. Hitting it pauses all delivery account-wide until the limit is raised or reset.
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