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Use Cost Caps on Your Winning Ads

11 Oct 2026 · 0 min

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In this segment, Eric Deeran explains how to apply cost caps to ads that have already proven successful. Rather than using cost caps during testing phases, he recommends setting a maximum cost-per-call—e.g., $200—once winning ads are identified. By instructing Facebook to only spend on days when the platform can meet that cost target, advertisers can prevent overspending on less efficient days. This approach helps maintain favorable unit economics and ensures the ad account remains profitable.

And then finally, one of the other things I love to do is cost caps. So I wouldn't do this when you're testing, but when you're finding these winning ads, I would try to basically set a cost cap at what I'm willing to pay for that call. So then I'm telling Facebook, hey, I only want a $200 cost per call. Here are my 6 winning ads. Spend money on days when you can get me a $200 cost per call and then don't spend my money when you can't get me that. And so I found this is a really, really amazing way for controlling the unit economics and making sure that the economics work for you inside the account.