Ad set budget strategy
If you have set a spending limit at the campaign level, you can fine-tune its control using the budget options at the ad set level.
Ad set budgets have two main components:
Delivery pacing controls how your budget is spent.
Renewal period controls if and how often your budget renews automatically.
For monthly optimized budgets, you can also choose a Pacing behavior:
Monthly budget: Spend a set amount each month.
Average daily budget: Spend an average daily amount across the month. Daily spend may vary, but pacing aims to follow the daily average over the month. This is the recommended option.
The budget field updates based on your selection:
Monthly budget: Enter a monthly budget.
Average daily budget: Enter an average daily budget.
Ad set budgets have four renewal periods:
Daily: Amount to be spent at a daily level. Renewed at 00:00 UTC every day.
Weekly: Amount to be spent during a calendar week, renewed based on the delivery week that is selected. Renewed at 00:00 UTC weekly.
Monthly: Amount to be spent over the calendar month. The budget renews on the first day of each calendar month at 00:00 UTC.
Lifetime: Amount to be spent over the course of the ad set’s schedule. The duration of a lifetime is determined by an ad set schedule. If an ad set has no end date, the ad set will enter a not-delivering status once a lifetime budget is spent, as lifetime budgets do not renew or reset automatically.