Meta is introducing a feature called Ad Set Budget Sharing, which affects budget distribution in Advantage+ campaigns. By default, these campaigns use a campaign budget, but users can switch to ad set budgets if they have at least two ad sets. This feature allows sharing up to 20% of an ad set's budget with other ad sets to enhance performance.
When using the Advantage+ Campaign Budget, Meta optimally allocates the budget across ad sets, which may lead to one ad set consuming a significant portion of the budget. For example, if two ad sets each have a $100 daily budget, Meta might share $20 from one ad set to another if it predicts better results.
This feature serves as a compromise between maintaining control over ad set budgets and allowing Meta's algorithm to optimize spending. While the differences between this and the Advantage+ Campaign Budget remain unclear, leveraging the algorithm's flexibility is generally beneficial for achieving better results.
