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Control your ad spend and reach the right people by configuring budget limits, audience targeting, and placement options.

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Budget settings

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Per-post budget

Set how much to spend promoting each individual post that meets your criteria. 
Recommended ranges:
- Testing: $10 - $25 per post
- Standard: $25 - $100 per post
- Aggressive: $100+ per post
Higher budgets increase reach but don’t guarantee better engagement. Test different amounts to find your optimal spend.

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Daily campaign limit

Cap total daily spending across all promoted posts in a campaign. 
Example: $200 daily limit
- If per-post budget is $50
- Maximum 4 posts can be promoted per day

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Total campaign budget

Set a lifetime budget for the entire campaign (optional). 
Example: $2,000 total budget
Campaign automatically pauses when limit is reached
Always set a daily or total budget limit to prevent unexpected spending.

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Budget pacing

Control how quickly your budget is spent:
  • Standard: Spend evenly throughout the day
  • Accelerated: Spend budget as quickly as possible to maximize reach

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Audience targeting

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Automatic targeting

Let Meta optimize your audience based on:
  • Your page followers
  • People who engaged with previous posts
  • Lookalike audiences similar to your followers
Automatic targeting is recommended for beginners and works well for most campaigns.

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Custom audiences

Define specific targeting criteria:

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Demographics

  • Age range: 18-65+
  • Gender: All, Men, Women
  • Location: Countries, regions, cities, or radius around location
  • Language preferences

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Interests

Target people based on their interests and behaviors: 
Examples:
- Fitness enthusiasts
- Small business owners
- Technology early adopters
- Fashion and beauty

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Custom audiences

Upload or create audiences from:
  • Email lists
  • Website visitors (via Facebook Pixel)
  • App users
  • Engagement with your content

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Lookalike audiences

Reach new people similar to your best customers: 
Example: 1% lookalike of email subscribers
Targets people most similar to your list

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Audience size

Monitor your potential reach:
  • Too narrow (< 10,000): May limit performance
  • Optimal (50,000 - 500,000): Good balance
  • Too broad (> 5,000,000): May reduce relevance
Boosterberg shows estimated audience size as you configure targeting.

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Placement options

Choose where your promoted posts appear across Facebook and Instagram.

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Automatic placements

Let Meta optimize placements for best results:
  • Facebook Feed
  • Instagram Feed
  • Facebook Stories
  • Instagram Stories
  • Facebook Marketplace
  • Audience Network
Automatic placements typically deliver better results and lower costs.

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Manual placements

Select specific placements:
  • Facebook Feed
  • Facebook Stories
  • Facebook Marketplace
  • Facebook Right Column

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Device targeting

Choose which devices to target:
  • Mobile only
  • Desktop only
  • All devices (recommended)

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Optimization goals

Tell Meta what you want to optimize for:
  • Engagement: Maximize likes, comments, shares
  • Reach: Show to as many people as possible
  • Impressions: Maximize total views
  • Link clicks: Drive traffic to your website
  • Conversions: Optimize for specific actions
Your optimization goal should align with your campaign type selected during creation.

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Scheduling

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Campaign schedule

Set when your campaign runs:
  • Continuous: Run until manually paused or budget depleted
  • Scheduled: Run between specific dates
  • Recurring: Run on specific days/times each week
Example recurring schedule:
- Run Monday-Friday
- 9 AM - 6 PM local time
- Pause on weekends

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Ad scheduling

Control when promoted posts are shown to your audience: 
Example:
Show ads during peak engagement hours:
- Weekdays: 12 PM - 2 PM, 6 PM - 9 PM
- Weekends: 10 AM - 8 PM

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Budget optimization tips

Begin with $10-25 per post and increase budget for top performers.
Prevent overspending by setting daily caps, especially when testing.
Track cost per engagement, click, or conversion. Pause campaigns with poor ROI.
Create separate campaigns for different audiences to identify best performers.

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Next steps

Choose campaign type

Pick the right objective for your goals

Use smart presets

Launch faster with pre-configured templates