Meta Campaign Budget Optimizer in Ad Manager

🚀 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.

👀 What’s New?

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

• When using Ad set budget, users can enable “Share up to 20% of your budget with other ad sets.”
• 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 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.

👷 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.

1. If Ad set budget is selected, optionally enable Share up to 20% of your budget with other ad sets.

1. Configure the applicable Daily or Lifetime budget.
2. Select the required Bid strategy.

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

1. Review the campaign and publish.

⭐ 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.

📝 Notes

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