Advertising glossary

What is Ad set?

Definition

An ad set is the level of a Meta campaign where budget (with ABO), schedule, audience, placements and optimisation are defined. Each ad set contains one or more ads.

Ad set explained

Campaigns contain ad sets, and ad sets contain ads. How you structure ad sets affects how quickly Meta learns.

Example

One campaign with two ad sets, one for prospecting and one for retargeting.

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Campaign objectiveThe campaign objective tells Meta what outcome you want, such as sales, leads or awareness.ABO (ad set budget optimisation)ABO means each ad set has its own fixed budget.Campaign budget optimisationCampaign budget optimisation sets the budget at campaign level and lets Meta distribute it across ad sets.