Choose a Campaign Budget or Ad Set Budgets for Meta

For Meta campaigns you decide whether Meta divides one shared budget or whether you control spending ad set by ad set. The choice sits in the Budget section at campaign level.

The two setups

Campaign budget means one amount for the whole campaign. Meta spreads it across your ad sets automatically, favoring the ones that perform best. You pick:

• Daily (a spend per day) or Lifetime (a total for the full schedule).
• The amount.
• A bid strategy.

Ad set budget means each ad set carries its own amount, schedule and, where relevant, cost goal. Use this when you want a fixed share for each audience, for example a bigger budget for a warm retargeting group.

Configure ad set budgets

1. Open the campaign in Marketing > Ad Manager and go to the Budget section.
2. Select Ad set budget.
3. Open each ad set and find its Budget section.
4. Choose Daily or Lifetime and enter the amount.
5. For a lifetime budget, set that ad set's start and end dates.
6. Enter a Cost per result goal if your bid strategy needs one.

Optionally turn on Share up to 20% of your budget with other ad sets. You still set every amount yourself, but Meta may shift up to a fifth of an ad set's money to better-performing siblings.

Bid strategy

• Highest volume: Meta spends the budget to get as many results as possible.
• Cost per result goal: you give a target average cost, entered in each ad set when applicable.

Changing the setup after publishing

You can switch between supported setups on a live campaign, but you must supply budgets for the ad sets when moving to Ad set budget. Meta may block further budget-structure changes for about two hours afterward.

Good to know: Changing from Daily to Lifetime updates the amount only if you have not typed your own figure, so your custom number is never overwritten.