CBO vs ABO for performance marketing – the game changer


In the ever-changing landscape of meta ads (Facebook Ads), finding the perfect formula to unlock the full potential of our campaigns can be as challenging as finding the ideal GIF reaction for every situation. Enter budget optimization – the secret ingredient to make or break your performance marketing efforts. 

With two powerful budget optimization methods, Campaign Budget Optimization (CBO) and Ad Set Budget Optimization (ABO), marketers face a game-changing decision that can significantly impact their ad performance. The choice between CBO and ABO is critical, as it affects the overall effectiveness of your Meta Ads (Facebook Ads).  

What is ABO for Performance Marketing?

Ad Set Budget Optimization (ABO) is a powerful budget allocation strategy within Facebook advertising that allows marketers to streamline their campaign budgets for optimal performance. With ABO, marketers can fine-tune their budget allocation based on each ad set’s specific needs and performance. This approach empowers advertisers to focus on the highest-performing ad sets, ensuring that top-performing creatives and audiences receive the lion’s budget. 

ABO’s benefits lie in its ability to optimize spending based on real-time performance data. As ad sets compete against one another, ABO identifies and allocates budgets to the most effective ones, ultimately driving higher click-through rates (CTR), conversions, and return on ad spend (ROAS). This optimization method ensures budget allocation according to the ad sets that deliver the best results. Ad Set Budget Optimization is a game-changing approach for maximizing the impact of your meta ads (Facebook ads) efforts.

What is CBO for Performance Marketing?

Campaign Budget Optimization (CBO) is a robust and automated budget allocation system offered by Facebook Ads Manager. With CBO, advertisers can streamline their campaign management process by centralizing budget control at the campaign level rather than at individual ad set levels. It means that instead of manually distributing budgets across various ad sets within a campaign, Facebook’s algorithm takes charge and automatically allocates budgets to the best-performing ad sets in real time.

The primary feature of CBO is its ability to optimize budget allocation based on ad performance. The algorithm identifies the most promising ad sets and allocates more budget to them, maximizing their potential reach and engagement. Simultaneously, underperforming ad sets receive fewer resources, preventing unnecessary expenditure on less effective components.

By utilizing Campaign Budget Optimization, advertisers can reduce the time and effort spent on manual budget management while allowing Facebook’s advanced algorithm to efficiently distribute budgets across ad sets, ultimately leading to improved campaign performance and better return on investment (ROI).

Comparing ABO and CBO: Pros and Cons

Each method offers distinct advantages and limitations; choosing between them is a crucial decision that significantly impacts campaign outcomes. This in-depth analysis compares ABO and CBO, exploring their pros and cons based on expert insights and valuable information from industry sources.

      Pros of ABO             Pros of CBO
Control and Flexibility: Advertisers have greater control over budget allocation, allowing them to adjust spending based on target audience and performance metrics.Detailed Analysis: The ability to monitor the performance of each ad set independently facilitates detailed analysis and fine-tuning of the campaign strategy.Budget Allocation Testing: ABO is suitable for testing different budget allocation scenarios, enabling advertisers to determine the optimal budget distribution for maximum impact.Automated Optimization: CBO’s algorithm optimizes budget distribution in real-time, allocating more budget to high-performing ad sets, thus maximizing results.Simplified Management: CBO streamlines campaign management by eliminating the need for manual budget adjustments, saving time and effort for advertisers.Efficient Spending: The algorithm’s real-time optimization ensures that the budget is efficiently utilized, preventing overspending on underperforming ad sets.
            Cons of ABO                       Cons of CBO
Time-Consuming: Manually managing budgets for each ad set can be time-consuming, especially for campaigns with multiple ad sets, which may hinder efficiency.Limited Automation: ABO lacks the advanced automation capabilities of CBO, requiring advertisers to manually adjust budgets based on ongoing analysis.
Limited Control: Advertisers have less granular control over budget allocation, as Facebook’s algorithm automatically determines budget distribution.Inaccurate Performance Evaluation: CBO may make it challenging to evaluate the individual performance of ad sets since budgets are pooled at the campaign level.

The decision between ABO and CBO hinges on campaign objectives, advertiser preferences, and the desired level of control over budget allocation. ABO’s manual approach allows for detailed analysis and budget allocation testing, suitable for advertisers seeking precise control and flexibility. On the other hand, CBO’s automation excels in optimizing budget distribution, making it an efficient choice for advertisers looking to streamline campaign management and leverage Facebook’s robust algorithm. 

CBO Or ABO: Which one to use?

Choosing between Ad Set Budget Optimization (ABO) and Campaign Budget Optimization (CBO) can significantly impact the success of your meta ads (Facebook ads) strategy. Both methods offer distinct advantages and are suitable for different scenarios. Let’s explore when to engage CBO and when to launch an ABO campaign to make informed decisions for your advertising strategy.

When to Engage CBO

  • Pixel Information and AI Processing: CBO thrives on pixel information, utilizing data to optimize budget distribution. If you have enough pixel information, CBO’s artificial intelligence can efficiently optimize funds for multiple ad sets within a campaign.
  • Limited Funding for Multiple Campaigns: If your budget doesn’t allow for separate campaigns, CBO becomes a viable option as it optimizes the funds provided, maximizing results even with limited funding.
  • Facebook Marketing Novices: For advertisers with less expertise in Facebook marketing, CBO’s AI-driven optimization can be beneficial until they gain more experience.
  • No Need to Adjust Individual Ad Set Budgets: CBO automatically identifies high-performing ad sets and allocates budgets accordingly, eliminating the need for manual adjustments.

How and When to Launch an ABO Campaign

  • New Advertising Account or Limited Pixel Information: If you’re starting a new advertising account or lack sufficient pixel data, launching an ABO campaign can be beneficial. Gathering enough information through ABO can help train the AI for future optimizations.
  • Testing Creatives, Audiences, or Content: ABO allows you to keep test costs constant, enabling effective comparisons between creatives, audiences, or content to identify the most successful approach.
  • Target Audience Size: ABO might be a better choice when your target audiences vary significantly. CBO prioritizes larger audiences, potentially overshadowing smaller, niche groups.
  • Specific and Niche Populations: If you have a small, highly targeted event or a dedicated fan base in mind, ABO gives you more control over budget allocation, allowing you to cater to specific groups.

Case Study: TikTok’s ABO and CBO Performance Marketing Strategy

TikTok, the rapidly growing social media platform, implemented both Ad Group Budget Optimization (ABO) and Campaign Budget Optimization (CBO) strategies in their performance marketing efforts to achieve remarkable results.

TikTok’s ABO campaign

With ABO campaigns, TikTok allowed advertisers to exercise precise control over budget allocation at the ad group level. This approach granted the flexibility to allocate budgets to different ad groups within a single campaign, enabling advertisers to test and optimize different targeting and creative variations. The minimum daily budget per ad group was $20/£20, giving advertisers granular control over their spending.

TikTok’s CBO campaign

CBO campaigns allowed TikTok’s algorithm to automatically determine the distribution of the overall campaign budget across different ad groups. Advertisers set an overarching budget for the entire campaign, and TikTok’s AI-driven system allocated the funds based on performance data. While CBO provided automation and simplified campaign management, advertisers had no direct control over individual ad group budgets. The minimum campaign-level daily budget for CBO campaigns was set at $50/£50, enabling advertisers to reach a wider audience with higher budget requirements.

By combining ABO and CBO strategies, TikTok achieved optimal results in its performance marketing endeavours. The ABO approach allowed for detailed testing and customization, while CBO’s automation ensured efficient budget allocation to high-performing ad groups. 


In performance marketing with meta ads (Facebook ads), the choice between ABO and CBO holds immense significance. Ad Set Budget Optimization (ABO) offers granular control and is ideal for testing, while Campaign Budget Optimization (CBO) excels in efficient automation and broader impact. Understanding their respective strengths and use cases empowers advertisers to leverage the most suitable strategy for maximizing the success of their meta-ads on Facebook.

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