Daily spending limit
- Also called Meta daily spending limit
- Updated October 31, 2026
A daily spending limit is the most Meta lets your ad account spend on ads in one day. You don't set it: Meta does, for most advertisers, from their advertising and payment history, and it usually rises over time. When the account reaches it, your ads pause and start again the next day, after the limit resets at midnight in the ad account's time zone.
How does Meta define the daily spending limit?
Meta's About daily spending limits set by Meta page:
Your daily spending limit is the maximum amount you're able to spend on ads each day. Meta sets this limit for most advertisers based on their advertising and payment history. This limit protects advertiser accounts and ensures platform safety.
To see yours, "go to the Current balance section in Payment settings." One exception: "If your ad account uses monthly invoicing, Meta does not set a daily spending limit."
What's the difference between a daily spending limit and an account spending limit?
Who sets it. The same page: "While Meta sets a daily spending limit, you set your ad account spending limit and daily budget." Meta's comparison of budgets and limits gives the rest:
| Amount | Set by | Meta's definition | When it's reached |
|---|---|---|---|
| Daily spending limit | Meta | "The maximum amount Meta allows your ad account to spend per day." | Ads pause until the next day's reset |
| Ad account spending limit | An admin of the ad account | "a flexible lifetime cap on the total money your ad account can spend across all ad campaigns" | Ads pause until you change, remove or reset it |
| Campaign spending limit | You | "an adjustable limit on the overall amount your ad campaign can spend" | Every ad set and ad in the campaign stops |
| Daily budget | You | "The average amount you want to spend on an ad set or campaign each day." | Nothing stops: "Daily budgets are not a hard cap." |
The About page's rule: "Your ads will run each day until you reach one of these amounts, whichever is lowest." With Advantage+ campaign budget on, "Campaign lifetime budgets take the place of campaign spending limits".
Why did my ads stop before reaching my budget?
Meta's ad account spending limit page points here: "If your ad pauses without reaching your budget or ad account spending limit, you may have hit your daily spending limit, set by Meta and reset daily."
Two things look similar and aren't. An account spending limit also pauses ads when reached, but "ads will still be listed as active in Meta Ads Manager", so an Active delivery status doesn't prove an ad is spending. And a payment threshold, "an amount you can spend on Meta ads before you're charged", stops nothing: "Your ads will continue to run after you reach your payment threshold. Only budgets, spending limits and available funds will affect or pause your ads."
How do you increase your Meta daily spending limit?
Mostly by waiting. Meta says the limit "typically increases automatically as you" build your advertising history, follow its advertising policies and "Spend up to or near your limits."
Some advertisers can go faster: "If eligible, you'll receive a notification in Payment settings." Meta's How to increase your Meta daily spending limit page gives two routes, verifying your payment method or your business. After that, Meta says you can contact its support "to check if you're eligible for an additional increase."
What can change the limit?
Meta "may readjust your daily spending limit if":
- "You have a new business portfolio, ad account, Page or app."
- "You violated Meta's Advertising Standards or other terms and policies."
- "You have ads or accounts with issues like low ad quality rankings or low feedback scores on your Page or app."
Quality ranking is one of Meta's ad relevance diagnostics. A lower limit can also be a restriction: Meta's About advertising restrictions lists "Limits on the amount an advertiser can spend per day or a lower payment threshold", and restrictions show up in Account Quality.
What it means for your ads
- Check Payment settings before you edit a campaign that stopped with budget left. Raising the budget won't lift this limit, though Meta lets a daily budget sit above it, and "As the daily spending limit adjusts, you'll automatically spend up to the new limit."
- Before a launch on a new ad account, Page or business portfolio, which Meta lists as a reason to readjust the limit, verify the payment method or business if you're eligible.
- For a hard stop, use an account or campaign spending limit, the ceilings you control. Raise an account limit and Meta says it is "updated in about 15 minutes. Then, your ads start running again."
Sources
- About daily spending limits set by Meta — Meta Business Help Center (accessed October 31, 2026)
- How budgets, spending limits, prepaid balance limits and your payment threshold differ — Meta Business Help Center (accessed October 31, 2026)
- About ad account spending limits — Meta Business Help Center (accessed October 31, 2026)
- Change your ad account spending limit — Meta Business Help Center (accessed October 31, 2026)
- About campaign spending limits — Meta Business Help Center (accessed October 31, 2026)
- About payment thresholds for Meta ads — Meta Business Help Center (accessed October 31, 2026)
- How to increase your Meta daily spending limit — Meta Business Help Center (accessed October 31, 2026)
- About advertising restrictions — Meta Business Help Center (accessed October 31, 2026)
Each account's limit and eligibility differ. Meta revises these pages without notice, so check the source before acting on any of it.
Terrads makes new Facebook and Instagram ads from your brand kit, so an ad with a low quality ranking can be replaced instead of left running.