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Facebook update | Budgets moved to campaign level

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Reading time minutes
By Shannah de Ruijter

Facebook is coming out with a new update. As of September 2019, budgets will be moved to campaign level. This will allow you to spend the budget more efficiently.

What does the update entail?

After the update, you can set one central campaign budget for all your ad sets. The budget will then be automatically distributed in real time on an ongoing basis to your best performing ad sets.

The benefit of the update

The benefit of this campaign budget optimization is that it can provide more results and lower costs for your campaigns. By allocating a larger portion of the budget to the best performing ad sets, you can maximize the overall value of your campaign.

budgets moved to campaign level


For example, if you use a lowest-cost bid strategy and optimization for your campaign budget, Facebook will figure out what the cheapest options are within your ad sets. As a result, you (typically) have a lower cost per result for your campaign.

You can now set bid and spend limits for each ad set (desired, non-guaranteed minimums and/or guaranteed maximums) in addition to a daily budget or running budget.

Understanding Facebooks budget distribution

To understand the budget distributed for optimization, you need to pay attention to the number of optimization events for your campaign and their average cost at the campaign level. Previously, you did this per ad set. But so will change in September. 

You may see different numbers than you expected. In that case, you don't have to worry if your campaign budget optimization isn't working properly. Facebook explains in this article, what the results mean and how to read them.

Want to learn more about how Facebook moves budgets to campaign level? Click here >>

Do you need help with Facebook advertising? Then contact our specialists!

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Shannah de Ruijter
Shannah de Ruijter

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