Understanding Facebook Ad Account Limits and How to Manage Them


Facebook ad accounts have numerous limits placed on them. These limits can cause serious upheaval for advertisers. So, as marketers, our task is to bypass them as best as we can.

The Structure of a Facebook Ad Account

In order to effectively advertise on Facebook, it is important to understand the structure of a Facebook ad account. Similar to building a house, an ad account requires a solid foundation and proper organization in order to be successful.

The hierarchy of a Facebook ad account consists of four levels: Account, Campaigns, Ad Sets, and Ads. Each level plays a crucial role in the overall success of an ad campaign.

The Account level is the highest level of a Facebook ad account. It represents your entire advertising profile and contains all the campaigns, ad sets, and ads created by your business. As a business owner or marketer, it is important to have control over this top-level account in order to manage all of your advertising efforts effectively. The Campaign level is the second layer within a Facebook ad account. At this level, you can create multiple campaigns for different objectives such as brand awareness, lead generation, or website traffic. Each campaign should have a specific goal in mind and be targeted towards a specific audience.

The Ad Set level serves as the middle layer between the Campaign and Ads levels. At this level, you can set a budget, schedule, and target audience for each ad campaign. This is also where you can make adjustments to your targeting, bidding, and placement options. The Ad level is the final and most detailed layer of a Facebook ad account. Here is where you create the actual ad creatives and choose the format of Facebook ad images, and text to be displayed to your audience. This level allows for testing and optimization of your ads in order to achieve the best results. Testing and optimizing Facebook ad videos is essential for maximizing their effectiveness, as it allows advertisers to refine targeting, messaging, and creative elements to achieve optimal results and drive higher engagement and conversions.

Proper organization and management of each level within a Facebook ad account is crucial for a successful advertising campaign. By having a clear structure, it becomes easier to track the performance of each campaign and make necessary adjustments. It also allows for efficient budget allocation and targeting media buying strategies. Moreover, it is important to keep in mind the limits set by Facebook for each level. For example, there are limits on the number of campaigns, ad sets, and ads that can be created within an account. By being organized and managing these levels effectively, businesses can avoid reaching these limits and maximize their advertising efforts.

visualization of glass ceilings

Common Facebook Ad Account Limits

As with any platform, there are certain limitations and restrictions that advertisers need to be aware of when it comes to running ads on Facebook. These limitations are put in place to ensure a fair and equal playing field for all advertisers, prevent spamming, and maintain the overall user experience. If you wish to expand your limitations, you can easily contact a media buying agency to create smooth progress for beating account restrictions.

Campaign Limits

The first limit that applies to Facebook ad accounts is the maximum number of campaigns that can be created per account. A campaign is a higher-level structure in the Facebook Ads Manager, where you choose your objective, budget, and schedule for your ads. Currently, the maximum number of campaigns allowed per ad account is 250.

Ad Set Limits

Within a campaign, advertisers can create multiple ad sets to target different audiences or test different ad placements. Ad sets are where you define your targeting, budget allocation, and schedule for your ads. The maximum number of ad sets allowed per campaign is 1,000.

Ad Limits

Under each ad set, advertisers can create multiple ads with different visuals or messaging to test which one performs better. The maximum number of ads allowed per ad set is 5,000. It’s worth noting that Facebook encourages advertisers to test different ads to find the best-performing ones, but they also recommend keeping the number of ads per ad set between 5-50 for better optimization.

Audience Limits

One of the most crucial elements of a successful Facebook campaign is targeting the right audience. With its vast user base, Facebook offers a variety of audience targeting options, from demographics and interests to behaviors and custom audiences. However, there are limits in place to ensure that advertisers do not target too small or too large of an audience. The minimum targetable audience size is 1,000 people, and the maximum is 50 million.

Budget Limits

Last but not least, Facebook also has restrictions on how much you can spend on your ads. Advertisers can set a daily or lifetime budget for their campaigns, and Facebook will not allow you to exceed these limits. The maximum daily budget per campaign is $100,000, while the maximum lifetime budget per campaign is $1 million. Moreover, Many businesses face the challenge of a Facebook account restricted from advertising, which not only limits their brand’s visibility but also imposes constraints on how much they can allocate to each campaign, significantly impacting their overall marketing strategy and reach.

Why These Facebook Ad Account Limits Exist

Meta places these limitations for a variety of reasons, spam and misuse being good examples. Preventing spam or misuse of the advertising platform is a top priority for Facebook. As one of the largest social media platforms, it has become a prime target for scammers and spammers attempting to take advantage of unsuspecting users. By implementing ad account limits, Facebook can better monitor and regulate the content being promoted on its platform. Another reason for these ad limits is to encourage strategic and thoughtful ad planning. With a limited number of ads allowed per account, advertisers are forced to carefully consider their target audience and the content they want to promote. This ultimately leads to a higher quality of ads being shown to Facebook users. Some advertisers are keen on getting full TikTok agency ad accounts to widen their reach and capitalize on any loss that would come with facebook account restrictions. In fact, businesses can sidestep the constraints of advertising limits and amplify their marketing campaigns by securing Facebook agency ad accounts, which offer enhanced capabilities and higher spending thresholds.

scale with the fb logo

Challenges Posed by These Limits

While these ad limits serve a necessary purpose, they can also pose challenges for businesses and advertisers. One major issue is the scalability of your facebook ads. For large businesses or those running complex campaigns with multiple products or services, these limits can make it difficult to effectively reach their target audience. Another challenge is flexibility concerns. Advertisers may want to test out various ad variations to see which one performs best, but with a limited number of ads allowed, this becomes a more difficult task.

Optimizing Performance While Navigating Constraints: Mastering Facebook Advertising Dynamics

In the dynamic realm of Facebook advertising, understanding and effectively managing the constraints imposed by Facebook ad account limits while harnessing the comprehensive insights available within the Facebook ads library are paramount, requiring advertisers to strike a delicate equilibrium between optimizing campaign performance through strategic use of data and creative elements and adhering to platform regulations to maintain account health and longevity.

Tips to Manage and Work Within These Limits

Strategic planning is key when working within these ad limits. Advertisers should carefully consider their target audience and the content they want to promote in order to make the most out of their limited number of ads. Regular audits of your ad account can also help ensure that you are making the most out of your ad limit. This can help identify any areas for improvement and make adjustments as needed.

Utilizing Facebook’s Business Manager tool can also be beneficial in managing ad limits. This centralized platform allows businesses to easily manage multiple ad accounts and request limit increases when necessary. Lastly, if you find that your ad account is consistently reaching its limit, it may be worth seeking an account limit increase from Facebook. This can be done by reaching out to their support team and providing a valid reason for needing the increase. By following these tips, businesses and advertisers can effectively manage and work within the limitations set by Facebook’s ad account limits.

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