Cost cap vs bid cap — they are NOT the same

Cost cap vs bid cap — they are NOT the same

Using the wrong control and wondering why spend won't move? Here's the line:

— Cost cap (you tell Meta your target average cost per result): smooths to an average, spends more freely, good for steady scaling when you know your max profitable CPA.
— Bid cap (a hard ceiling on each auction bid): brutal control, will flat-out stop spending if the auction's too pricey. Good for thin margins where one expensive conversion kills you.

When to grab which:
— Predictable funnel, want volume → cost cap.
— Protecting a razor margin → bid cap, and accept lower delivery.

Risk: both throttle delivery if set too tight — you'll see $0 spend and panic. Loosen 10% before you assume it's broken.

Set it on ONE campaign and watch a full day.