About lifetime budgets

There are two types of budget durations: lifetime budgets and daily budgets. When you set a lifetime budget, you're telling us how much you're willing to spend over the entire runtime of your campaign or ad set. You can set a lifetime budget for your overall campaign with campaign budget optimisation, or for individual ad sets.

Lifetime budgets can be useful if you don't want to exceed a certain amount of overall spend, and work best if you have flexibility on how much you want to spend each day. If you're using standard delivery (which we recommend for most advertisers), we strive to spend your budget evenly over the lifetime of your campaign or ad set. However, to get the best results for your budget, we may spend more on days when better opportunities are available, and less on days with fewer opportunities. If you have specific spend goals for each day your campaign or ad set runs, a daily budget may work better for you.

• About budgets
• About bid and budget pacing
• About minimum budgets