With Advantage campaign budget, Meta shifts spend in real time toward the ad sets with the best opportunities. The alternative is ad set budgets (often called ABO), where you assign a fixed budget to each ad set yourself. Campaign budgets usually deliver more efficient results overall, while ad set budgets give you guaranteed spend for tests or for audiences you want to fund equally.
Because the system favors whatever is performing best right now, campaign budgets can starve new or smaller ad sets. Ad set spending limits and a sensible campaign structure help keep important segments funded.
Example
A campaign with a $300 daily Advantage campaign budget automatically spends $190 on the ad set producing the cheapest leads and $110 across the other two.
How Sloss Digital uses it
We use campaign budgets to scale proven structures and ad set budgets for controlled creative or audience tests — choosing based on the job, not habit.