Facebook introduces ad limits per page

Facebook introduced ad limits per Page, that will be based on the ad spends, higher the ad spends, the more number of ads will be allowed per Page.

The advertiser size has been categorized by Facebook into four tiers, the Page’s highest spending month in the last 12 months will be considered to decide the ad limits per page.

The ad limits will be enforcement will roll out from February 2021 through Summer 2021. There are mainly two factors that have led to this change and the launch of ad limits per page on Facebook.

Every ad shown goes through a learning phase, wherein Facebook’s ad delivery system learns more about the right places and the right people to show the ad to. The more an ad is shown, the more the delivery system learns about it and gets better at optimizing the ad’s performance.

This period called the learning phase is an experiment for the delivery system to explore the best way to deliver an ad set. When an advertiser runs a higher number of ads at once, the lesser number of ads exit the learning phase. Consequently, the ads that did not pass through this phase do not get their performance-optimized.