FAQs

A daily budget is the average you're willing to spend per day, and Meta can vary actual daily spend somewhat above or below it based on opportunity, but keeps it on target over time. A lifetime budget is a total amount set for the whole campaign/ad set duration, with Meta deciding how to pace spend across the days itself. This is useful when you have a fixed total amount rather than a fixed daily spend.

CBO sets the budget at the campaign level rather than per ad set, and Meta automatically shifts spend between ad sets within that campaign toward whichever is performing best. This saves manual budget adjustments, but means individual ad sets can end up with very different spend levels than you might expect if one is clearly outperforming the others.

Smaller budgets mean less signal for Meta's algorithm to learn from, generally longer learning phases, and less room to spread spend meaningfully across multiple ad sets or audiences without diluting each one. It's part of why, with modest budgets like this, keeping structure simple (fewer ad sets, clear single objective) tends to outperform trying to test too many variables at once.