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.