In brief
A spending limit sets a floor or a ceiling. Ad scheduling chooses the days and hours of delivery.
Why it matters
When the budget is managed at campaign level, Meta spreads the money where it pays most. Limits prevent one ad set from absorbing everything, or another from being dropped.
The main settings
- Campaign spending limit: the maximum amount the campaign can spend.
- Ad set limits: a minimum and a maximum spend for this ad set.
- Ad scheduling: deliver only on certain days or hours. It requires a lifetime budget, not a daily budget.
A concrete example
A 300 € campaign has two ad sets. To test a new audience without letting it absorb the whole budget, you give it a 100 € cap. The rest of the budget can go to the ad set that performs best.
Pitfalls to avoid
- Setting a minimum too high: Meta can no longer move the budget to the best ad set.
- Restricting hours without data: you may cut moments that convert.
- Forgetting that a reached cap stops delivery before the planned end.
Key takeaways
- Limits frame Meta, they do not replace it.
- Hourly scheduling needs a lifetime budget.
Practice in TRIALO
Create a campaign with two ad sets and a campaign budget. Add a cap to one of them and compare the simulated spend.