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Facebook to Roll Out Ad Limits

From February to summer 2021, Facebook will be enacting a limit on the number of ads each Page can run at the same time. These will be split into four tiers depending on a Page’s highest spending month in the last 12 months:

  • Small- to medium-sized pages (less than $100k) will be limited to 250 ads
  • Medium- to large-sized pages ( $100,000 to $1 million) will be limited to 1,000 ads
  • Larger pages ($1 million to $10 million) will be limited to 5,000 ads
  • Largest pages (over $10 million) will be limited to 20,000 ads

If you reach the limit for your tier, you won’t be able to run more ads or publish edits to existing ones until you reduce your volume. This counts all ads that are running or in review for a Page. If they’re scheduled, they won’t count until it’s time for them to run.

It’s also worth noting that the limits apply to individual Pages, not ad accounts, businesses or users.

The aim is to improve ad performance on Facebook and help advertisers reduce costs at the same time. This is because Facebook’s machine learning figures out the best groups to show the ad to and the delivery system gets better at optimising its performance.

When a Page runs too many ads at once, they deliver less often so their performance can’t be optimised. This costs advertisers more money with less return.

With Facebook’s dynamic ad formats, advertisers can customise a single ad to show the best format, copy and imagery for a given impression. It’s hoped that more advertisers will use this tool when Facebook’s ad limits come into effect as they are designed to improve performance.

Some advertisers are already reducing the number of ads they’re running on the platform and seeing great results.

To find out when the limits will come into effect for an existing Page, visit Facebook’s Ads Manager. For new Pages, it will begin on 16 February 2021.

How will Facebook’s ad limit affect you? Let us know in the comments, or tweet us @TeamTillison.

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