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Meta Business Help Centre
Ad limits per Page
Running too many ads at once can hurt performance. Generally, when a Page runs too many ads at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system has optimised performance. To learn more, see Managing ad volume.
For this reason, there's a limit per Page on ads running or in review. Ad limits per Page apply globally regardless of industry or category.
Viewing your ad limit per Page
Since each ad's performance improves the more it's shown, advertisers of different sizes should use different ad volumes to improve ad performance. There are four ad volume tiers to encourage advertisers of different sizes to use the ad volume per Page that optimises their performance.
| Advertiser size | Ad limit guidance |
|---|---|
| Small- to medium-sized Pages (advertising less than USD 100K in their highest spending month*) | 250 ads |
| Medium- to large-sized Pages (advertising less than USD 1M in their highest spending month*) | 1,000 ads |
| Larger Pages (advertising less than USD 10M in their highest spending month*) | 5,000 ads |
| Largest Pages (advertising USD 10M or more in their highest spending month*) | 20,000 ads |
*Since September 2019
Note: Tier upgrades typically occur two to three days after the Page has spent the qualifying amount. Spend must be within a single calendar month to qualify, such as between 1 January and 31 January. For example, if your Page spends the qualifying amount on 16 March, the tier upgrade will occur around 18 or 19 March. Learn more about currency exchange rates.
Advertisers of all sizes can still use thousands of creatives, but ad limits ensure that advertisers use the most effective tools to do so.
You can see the ad limit for each of your Pages by navigating to the Ad limits per Page tool accessible through the Business Manager menu. If your Page is within 20% of its limit, you can also navigate to the Ad limits per Page tab in Account overview to see both your ad limit and ways to reduce your ad volume.
FAQs
What if my Page exceeds the limit?
If your Page exceeds its limit, you won't be able to run more ads or publish edits to existing ads (apart from turning them off) until you've reduced your ad volume below the limit.
Which ads count towards the limit?
The ad limit counts all ads that are running or in review for a Page. All ads count towards the limit of the Page that you select when creating an ad (in the Identity section in Ads Manager). Scheduled ads do not count towards the limit until it's time for them to run. Each dynamic creative ad, automatic placements ad or dynamic ad counts as just one ad – even when that ad uses many creatives.
What if my Page is used by many ad accounts?
Note that multiple ad accounts, businesses or users may advertise for a Page. There is a single ad limit per Page – not per ad account, business or user. All running or "in review" ads for the Page from any account count towards the Page's ad limit.
To ensure that multiple accounts won't use too much of a Page's ad limit or block one another from creating new ads, Page admins can set additional ad limits for partners and people in the ad limits per Page tool.
Note: If a Business Manager account owns the Page, only Page admins from that Business Manager account can set additional ad limits.
Ad accounts subject to an additional ad limit set by a Page admin will see the maximum number of ads they can run for the Page in the Ad limits per Page tab in Account overview of Ads Manager. This information is also available in the Ad limits per Page tool in the Business Manager menu
What if I just create another Page?
If you create more Pages to get around the limit, you might hurt your own performance across both/all Pages. Here's why:
- Separate Pages competing in the same auctions will bid against each other in the ad auction, increasing your costs.
- The delivery system uses learnings from your Page to improve your ad performance, so splitting results across Pages can decrease your conversion rates.
- Pages are public reflections of your business, so you'll need to manage more than one Page.
