New Facebook launch: Ad limit enforcement

One thing that is true for almost all components of a Facebook campaign is this: Keep it simple.

Simplicity will not only allow you to save time and effort, but it will also most likely increase your campaign performance. Simplicity in the context of a Facebook campaign might mean that you bundle markets together in joint ad sets and make use of Facebooks cross-border solutions, that you don't segment ad sets based on age or gender, or that you don't micro-manage and manually optimise your campaign budget.

The more simplified your campaign structure is, the more signals per ad set or ad will be accumulated, and the better Facebooks algorithms will be at serving the right ads to the right people at the right time - and for your ads to exit the learning phase as quickly as possible. Advertisers that use Facebooks machine learning-driven products can get away with having a very small number of ads live at any given time and see superior results.

For this reason, Facebook will start enforcing a maximum number of ads each page can run at once, according to the below table.

Ad limit enforcement will roll out from February 2021 through Summer 2021.