Bidding strategy determines how Meta spends your budget in the auction. The right choice depends on your goals and constraints.
Lowest Cost (Default)#
Meta tries to get the most results for your budget. No cap on what it pays. Best for: most advertisers, when learning, when you want maximum volume.
Cost Cap#
Set a target CPA that Meta tries to maintain on average. May limit spend if target is too low. Best for: when you have a hard profitability line.
Bid Cap#
Set a maximum bid for each auction. More control but requires understanding auction dynamics. Best for: advanced advertisers with specific margin requirements.
ROAS Goal#
Target a specific return on ad spend. Best for: ecommerce with strong conversion data and clear margin targets.
