When running Facebook and Instagram campaigns, you have two options for budgeting: Ad Set Budget Optimization (ABO) and Campaign Budget Optimization (CBO).
CBO has become a go-to strategy for many media buyers because it uses Meta’s algorithm to automatically allocate budget where it performs best.
In this article, you’ll learn what CBO is, when to use it, and how to make it work in your campaigns.
What Is CBO?
CBO stands for Campaign Budget Optimization. Instead of setting a daily budget for each ad set, you set one budget for the entire campaign, and Meta distributes it across ad sets based on performance.
For example:
- CBO campaign with 3 ad sets and a $100/day budget
- Meta might give $60 to the best-performing ad set, $30 to another, and $10 to the weakest
It adapts dynamically to send more budget where results are coming from.
CBO vs. ABO: What’s the Difference?
Feature | CBO | ABO |
---|---|---|
Budget level | Campaign | Ad Set |
Budget flexibility | Automatic | Manual |
Control | Meta decides | You decide |
Best for | Scaling, performance optimization | Testing, small-budget control |
Use ABO when testing, and CBO when scaling or optimizing.
When Should You Use CBO?
When you already know your winning audiences
When you want Meta to optimize delivery automatically
When running multiple ad sets with similar goals
When scaling a campaign with consistent results
CBO works best when it has data and room to adjust.
How to Set Up a CBO Campaign
- In Meta Ads Manager, select Campaign Budget Optimization at the campaign level
- Set a daily or lifetime budget
- Create 2–5 ad sets within the campaign
- Each ad set should have:
- Different audiences or placements
- 1–3 creatives
- The same objective (like conversions or leads)
Meta will learn over time where to invest the most budget.
Best Practices for Running CBO
- Use at least 2–3 ad sets to give the algorithm options
- Set a minimum spend if you want each ad set to be tested
- Avoid frequent edits—let the learning phase finish
- Don’t overload with too many ad sets (5 max is ideal)
- Give it 72 hours before making major changes
CBO Scaling Tip: Start Small, Grow Fast
- Begin with a $50–$100/day budget
- Let Meta learn over 3–5 days
- Once performance is stable, increase budget by 20–30% every few days
- Keep creatives fresh to avoid fatigue
Final Thoughts: CBO = Smarter Budget Management
CBO takes advantage of Meta’s algorithm to get the most out of your budget without micromanaging every ad set.
Use it to simplify campaign management, scale more efficiently, and let the platform do what it does best: optimize for results.