A budget is the amount of money that you want to spend on showing people your ads. It’s also a cost control tool. It helps control your overall spend for a campaign or ad set in the same way a bid strategy helps control your cost per result.
Campaign budgets and ad set budgets
You can set an overall budget for your campaign with campaign budget optimisation (CBO), or set individual budgets for your ad sets.
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Campaign budgets: All campaign budgets use [campaign budget optimisatio. This lets you set one overarching campaign budget that continuously distributes in real time to ad sets with the best opportunities. Campaign budgets can simplify campaign setup and reduce the number of budgets you have to manage manually. They help you get the most results possible from your campaign at the lowest cost, and work best if you’re flexible with how budget is spent across ad sets.
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Ad set budgets: You may choose to set individual budgets for your ad sets if you want more control over delivery within specific ad sets. This can be useful if you have mixed optimisation goals and bid strategies, or large differences in audience size between ad sets.
Daily budgets and lifetime budgets
For both campaign budgets and ad set budgets, you can choose whether your budget applies to each day, or over the entire lifetime of the campaign or ad set.
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[Daily budgets The average amount that you want to spend on an ad set or campaign each day. Daily budgets are not a hard cap. They can work well if you want to spend roughly the same amount each day to achieve consistent daily results for your campaign or ad set.
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[Lifetime budgetsThe total amount you’re willing to spend over the entire runtime of your campaign or ad set. Lifetime budgets are a hard cap, not an average. They can be useful if you don’t want to exceed a certain spend amount, and work best if you have flexibility on how much you want to spend each day.