Digital Marketing Academy · Lesson

Budgets and Optimization

Spend smarter with CBO.

Daily vs. Lifetime Budgets

Meta offers two budget types:

Daily budget — an average amount spent per day; spend can flex up to ~25% on high-opportunity days
Lifetime budget — a total spent across the whole schedule, paced automatically

Use lifetime when you have a fixed end date or want dayparting (ad scheduling).

Daily budget:    $50/day, runs until paused
Lifetime budget: $700 total, Jun 1 - Jun 14
  -> enables ad scheduling (run only 9am-9pm)

You set budget at one of two levels:

Advantage Campaign Budget (CBO) — one budget at the campaign, auto-distributed to the best ad sets
Ad Set Budget (ABO) — a separate budget per ad set, giving manual control

ABO is great for testing equally; CBO is great for scaling proven winners.

ABO (testing): each ad set gets $20 -> fair test
CBO (scaling): $300 at campaign -> Meta shifts
  spend to whichever ad set performs best