Facebook Imposes Ad Limits

Starting in February 2021, Facebook will be enacting a limit on the number of ads each Page can run at the same time.    

So what are Facebook limits?

Facebook Ad limits mean that there will only be a number of ads your Facebook page will be able to run simultaneously.  

Why is Facebook enacting limits?

What can sometimes happen when a page runs too many ads at once is their ads can often see less stable results and a higher CPA (cost-per-acquisition). How this can happen is that when there are too many ads running at once, each ad is delivered less often. This can mean that fewer ads will exit the learning phase and therefore more budget is spent before the Facebook ads delivery system can optimize their performance. In simple terms, if there are too many ads at once, there will often be worse performance.  

How many ads is my Facebook page limited to?

Facebook has essentially created 4 ‘tiers’ based on your advertising spend. Here are the following tiers:

1. Small to medium size pages (advertising less than $100,000 USD in the highest spending month in the last 12 months). The ad limit guidance is 250 ads.
2. Medium to large size pages (advertising less than $1,000,000 USD in the highest spending month in the last 12 months). The ad limit guidance is 1,000 ads.
3. Larger pages (advertising less than $10,000,000 USD in the highest spending month in the last 12 months). The ad limit guidance is 5,000 ads.
4. Largest pages (advertising more than $10,000,000 USD in the highest spending month in the last 12 months). The ad limit guidance is 20,000 ads.

So what happens if I reach the ad limit?

After these ad limits come into place starting February 2021, if you reach your page’s ad limit and you want to run new ads, you will need to turn off existing ads to make space.   These ad limits will ultimately improve the overall quality and efficiency of ads – meaning better results for all.