TL;DR
CBO sets the budget at the campaign level and Meta automatically allocates it across ad sets based on performance. Enable when creating a campaign by selecting 'Campaign budget' instead of 'Ad set budget.' Advantages: Meta shifts spend to top-performing ad sets in real-time, less manual budget management needed. Disadvantages: less control over individual ad set spend, some ad sets may get very little budget. Use CBO when testing multiple audiences or creative approaches. Use ad set budgets when you need guaranteed minimum spend per audience or are in the early testing phase.
Overview
CBO sets the budget at the campaign level and Meta automatically allocates it across ad sets based on performance. Enable when creating a campaign by selecting 'Campaign budget' instead of 'Ad set budget.' Advantages: Meta shifts spend to top-performing ad sets in real-time, less manual budget management needed. Disadvantages: less control over individual ad set spend, some ad sets may get very little budget. Use CBO when testing multiple audiences or creative approaches. Use ad set budgets when you need guaranteed minimum spend per audience or are in the early testing phase.
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Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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