Meta ads: Campaign and Ad-set Budget Control

When creating a new campaign using Meta ads, you are given two options:

• Campaign Budget Control
• Ad-set Budget Control

Here's a quick overview

Campaign Budget Control

This is when the you set a daily spend (or lifetime) budget and allow Meta to spend the budget as it wants to across your different ad-sets.

This is usually favoured for "Scaling Campaigns", which are campaigns where you have a collection of proven ads (all within their own ad-set) and you let Meta find buyers.

Campaign Budget Control can be a poor option for testing new ads, as Meta sometimes disqualifies an ad (or ad-set) before giving it a real chance.

Ad-set Budget Control

This is when you manually set budgets for ad-sets inside your campaign.

This is usually used when testing ads and audiences, allowing you to control the budget and force Meta to spend on the ads.