Daily Budgets and Lifetime Budgets

For both campaign budgets and ad set budgets, you can choose whether your budget applies to each day, or over the entire lifetime of the campaign or ad set.


  • Daily budgets: Average amount you will spend on an ad set or campaign each day. Daily budgets are not a hard cap. They can work well if you want to spend roughly the same amount each day to achieve consistent daily results for your campaign or ad set.
  • Lifetime budgets: The total amount you’re willing to spend over the entire duration of your campaign or ad set. Lifetime budgets are a hard cap, not an average. This is useful if you don’t want to exceed a certain spend amount, this works best if you have flexibility on how much you want to spend each day.