Ad Manager: Meta Campaign Budget Control and Sharing Enhanced

TL;DR

Meta Campaign Budget Optimizer in Ad Manager now offers more control over budget distribution and sharing. Users should review their Meta ad campaign setup to leverage new budgeting options.

Who this affects

Go HighLevel users running Meta ad campaigns through the Ad Manager are affected. HighLevel has not confirmed who is specifically affected by this update beyond that.

What changed

Users now have the choice between Campaign budget and Ad set budget when configuring Meta campaigns. When Campaign budget is selected, one budget is set for the entire campaign, and Meta handles its distribution across ad sets. If Ad set budget is chosen, users define and manage budgets individually for each ad set. With Ad set budget, there's an option to 'Share up to 20% of your budget with other ad sets'. Enabling this sharing allows Meta to reallocate up to 20% of a given ad set's budget to other eligible ad sets based on performance. Individual ad set budgets remain configurable even when budget sharing is active. Both Daily and Lifetime budget types are supported for campaigns. When budgeting is at the ad set level, users configure the budget and schedule for each ad set separately. Bid strategy controls have expanded to include 'Highest volume' and 'Cost per result goal'. For the 'Cost per result goal' strategy, the target cost is set at the ad set level. Budget setup can be modified after a campaign has been published. Users can switch between Campaign budget and Ad set budget even after publication. The campaign builder now includes contextual guidance, explaining how campaign and ad set budgets function. This guidance also informs users about Meta's potential redistribution of up to 20% of an ad set’s budget when sharing is enabled. HighLevel has not confirmed what this change replaces or breaks, any limits or plan gating, or the rollout status.

Where to find it

This feature is located within the Ad Manager. To access it, navigate to 'Ad Manager' and then either 'Create' or 'Edit' a Meta campaign. The new options will be found within the 'Budget' section of the campaign builder.

How agencies will use this

Agencies can now refine their Meta ad spend directly within HighLevel's Ad Manager. For instance, an agency running a Meta campaign for a client, perhaps an HVAC business, can create a new campaign in Ad Manager. Within the budget section, they can now choose 'Ad set budget' instead of a single campaign budget. This allows them to set a specific daily budget for an ad set targeting homeowners interested in 'AC repair' and a different daily budget for an ad set targeting 'furnace maintenance'. To optimize spend, they could then enable 'Share up to 20% of your budget with other ad sets'. If the 'AC repair' ad set starts performing exceptionally well but hits its budget, Meta can automatically reallocate up to 20% of the budget from the 'furnace maintenance' ad set to the high-performing one, maximizing results without manual intervention. This dynamic allocation helps ensure that budget goes to the best-performing segments, even if individual ad sets are capped.

Our take

This is a major update for anyone running Meta ads through the platform. The new budgeting controls, especially the ability to dynamically share budget across ad sets, offer significant flexibility. It allows for more granular optimization without constant manual adjustment. The ability to modify budget types post-publish is also a practical improvement. This update merits attention from agencies focused on maximizing client ad spend efficiency.