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Facebook Ads Manager Feature: Campaign Budget Optimization

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Budget Optimization
Budget Optimization

Campaign Budget Optimization

Facebook has a feature that can help with optimizing your ad budgets. If you run ads with multiple ad sets you are going to want to stick around.

With this feature, you are able to set a campaign level budget that has flexibility in how it is spent on the ad sets within that campaign. You now can rely on Facebook to optimize your budget, which should be a great time saver for most of you. Say goodbye to the stone age of manually adjusting budgets.

Budget Optimization

Select the "Budget Optimization" toggle to optimize your budget across ad sets.


When using the campaign budget optimization feature you would set the daily budget of your campaign. From there the distribution of your budget will vary across ad sets depending on which is performing best.

Check out this visual by Facebook:

Facebook ads manager feature budget optimization

The above shows you how the budget optimization feature works.


This is not split testing. Facebook is optimizing results by distributing more of your budget to higher performing ad sets and less of your budget to the lower performing ad sets.

Cool, right? Campaigns using budget optimization won’t be eligible for ad scheduling or accelerated delivery. You can, however, use this feature for all objectives. Budget Optimization is only beneficial when running campaigns with more than one ad set.

After selecting campaign budget optimization, you are able to set a daily or lifetime budget for your campaign. With a daily budget, you may spend more or less than that amount on a daily basis, but it will average out to your daily budget. A lifetime budget makes certain you’ll never exceed the selected amount during your campaign.

If you want a little more control over how Facebook allocates your budget you can set a daily/lifetime minimum or maximum. Click “Add spend limits to this ad set” to do so. When assigning a minimum, Facebook will do what they can to reach that threshold. But, other factors could prevent the dollar mark to be met.


So, is this feature for you? Like many things in life only you can be the judge of that. Test it out, tweak it, at least give it a try.

Facebook states campaign budget optimization is best under these circumstances:

  • If you have some flexibility in how your budget is spent on the ad sets in the campaign.
  • If you want to optimize the best results possible.
  • If you want to simplify campaign set up and save time by reducing the number of budgets you must manage manually.

This feature could be a stellar option for you. Let Facebook do the heavy lifting. Aren’t we all trying to work smarter, not harder!?

Let us know what you think of the new budget optimization in the comments below.

Happy Hunting!

About Tim Burd

Tim Burd is a public speaker, consultant, and serial entrepreneur who’s been called the “Godfather of Facebook Advertising” for his many years of supporting and empowering digital marketers.

Tim’s Facebook Ad Buyers Group is the largest community of online advertisers in the world. He is the co-founder and CEO of AdLeaks, an exclusive subscription-based community and resource for digital marketing and business growth.

In addition to hosting Mastermind workshops and events, Tim has been featured on publications and platforms ranging from Forbes and Bloomberg to Buzzfeed and Bravo.

Tim Burd lives in Newport Beach, California, and works with clients worldwide as a high-end advertising consultant and business development expert.