Meta renamed the bid strategies in Ads Manager. If you learned Facebook ads a few years ago, the names you see now may look new. The logic is mostly the same.
Old names vs new names
| Previous name | Current name |
|---|---|
| Lowest cost | Highest volume |
| Cost cap | Cost per result goal |
| Minimum ROAS (return on ad spend) | ROAS goal |
| Highest value | No change |
| Bid cap | No change |
What each bid strategy means
Highest volume
Meta tries to get the largest number of results (for example leads or purchases) for your budget. There is no cost target. This is the default and the best place to start.
Highest value
Meta tries to get the highest total purchase value, not the highest number of purchases. It is used in sales campaigns where you send purchase values through the pixel.
Cost per result goal
You set the average cost per result you want, for example Rs 300 per lead. Some results may cost more and some less, but Meta tries to keep the average near your goal. Delivery may slow down if the goal is too low.
ROAS goal
You set the return on ad spend you want, for example 3, which means Rs 3 of sales for every Rs 1 spent. Meta slows delivery when it cannot find purchases that meet this return.
Bid cap
You set the maximum bid for any single auction. This gives the most control, but if the cap is too low your ads may get very little delivery.
Which one should you choose?
- New campaign, little data: start with Highest volume.
- You know your acceptable cost per lead: try Cost per result goal.
- E-commerce with purchase values tracked: try Highest value or ROAS goal.
- Experienced advertiser who wants full control: Bid cap.
Whatever you choose, change one setting at a time and give the campaign enough days to learn before you judge it.
For Google Ads bidding, read Automated bidding strategy and campaign goals. To set up a Meta campaign, read Step by step process to set up Facebook ads.
Worked example: setting a cost per result goal
Your campaign has run on Highest volume for 7 days and spent Rs 2,641 for 20 leads.
- Cost per lead = Rs 2,641 ÷ 20 = Rs 132.
- If you set a cost per result goal far below this, for example Rs 50, delivery may slow down a lot.
- A practical start is a goal close to what you see now, for example Rs 130 to 140, then lower it slowly.
Try it yourself
- Run one lead campaign on Highest volume for at least 7 days.
- Calculate your actual cost per lead: amount spent ÷ leads.
- Duplicate the ad set and set a cost per result goal close to that number.
- Compare leads and cost per lead for both ad sets after another 7 days.
Common mistakes to avoid
- Setting a goal or cap far below your real cost.
- Changing the bid strategy every day.
- Using ROAS goal without sending purchase values.
- Judging results before the learning phase is over.
Frequently asked questions
Which Facebook bid strategy is best for beginners?
Highest volume. It needs no cost target and lets Meta learn. Move to Cost per result goal once you know your normal cost per lead.
What is the difference between Bid cap and Cost per result goal?
Bid cap limits the bid in each auction. Cost per result goal targets an average cost per result over time.