Facebook Limiting Ads for Better and Optimized Performance – Two Runs


  • Facebook Ad Limit taking effect from February 2021  
  • The new limits will optimize the performance of Facebook Ads  
  • The Ad Limits for Small, Medium, Large and Largest Businesses  
  • Facebook Precautions  

Having announced the upcoming limit for Facebook Ads in November 2019, it has officially declared how the new ad system will take effect from February 2021. Facebook is only trying to emphasize the fact that more Ad volume does not guarantee better performance. In fact, most of these ads never get to deliver their best.  

In a post on September 9, 2020, Facebook explained: “When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance.” The “learning phase” of ads is the time that Facebook usually takes to maximize your ad performance by learning different parameters such as your audience, their response, and your campaign goals.   

As stated by Facebook, “The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.”  

According to Facebook, around four out of ten ads do not exit the learning phase. The main reason behind this is the fact that many advertisers run too many ads simultaneously. Therefore, they are unable to give out their best results. In this context, Facebook’s decision to limit the ads is completely justified.   

Looking at the ad limits will, however, tell you that they are pretty generous:  

  • Small to Medium-Sized Pages  

Advertising less than $100k in their highest spending month in the last 12 months  

Ad Limit: 250 Ads  

  • Medium to Large Pages  

Advertising $100k to $1M in their highest spending month in the last 12 months  

Ad Limit: 1,000 Ads  

  • Larger Pages  

Advertising $1M to $10M in their highest spending months in the last 12 months  

Ad Limit: 5,000 Ads  

  • Largest Pages  

Advertising more than $10M in their highest spending month in the last 12 months  

Ad Limit: 20,000 Ads  

Hence, even the smallest advertiser can run about 250 ads simultaneously! It can be problematic for the political campaigns only, let’s say for the Trump Campaign, which ran almost 218,000 Facebook ads spending around $20M in 2019.  

Many people would be planning to build a second page to overthrow the restrictions, but Facebook strictly cautions in doing so for the following reasons:  

  • More than one page for your same business will compete against one another in the ad auction.  
  • Facebook data will create two different learning sets, instead of one that’s more refined.  
  • As a brand, you will have to manage two different pages for a business that would not be effective.  

As Facebook has scheduled it for next year, February 2021, you have time to sort out your ads so that they meet Facebook’s new criteria. The Ads Manager will update the advertisers about the new policy.  

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