There is a big change coming to Facebook Ads which could have a profound effect on the performance of all new and existing campaigns from next month onward. You need to start getting your head around this now as the change is quite unpopular and the workarounds are all a bit… fiddly.

The new feature Facebook is rolling out is called Campaign Budget Optimization. You might have seen it in your account already. It’s billed as a quality-of-life improvement, allowing you to simply nominate a budget for the campaign – and then hand the reins over to Facebook’s friendly neighborhood AI, which will determine how it should be spent. And if you like the sound of that, you trust Facebook’s system a lot more than me.

Campaign Budget Optimization has been available as an optional feature for several months now so lots of people have been experimenting with it…