Facebook has announced that in February, they’re placing limits on the number of ads that can be listed on a single page.

But don’t get scared, because this could actually help your ad performance! Here’s how:

Facebook says that when too many ads are placed on a page, these ads are less likely to exit the “learning phase.” This is the period of time when Facebook’s ad system ‘learns’ how to maximize your ad performance.

Currently, four in ten running ads fail to exit the learning phase, and Facebook has found that most of those ads come from pages that are running too many ads at the same time. In short, the intended result of these ad limits is that instead of spending more money on a bunch of ad placements that may never reach optimal performance, you’ll spend less money on fewer ad placements that will reach your audience in the most effective way. Bottom line? You get more bang for your buck!

Advertiser Size Ad Limit Guidance
Small to medium sized Pages (advertising less than $100K in their highest spending month in the last 12 months) 250 ads
Medium to large sized Pages (advertising less than $1M in their highest spending month in the last 12 months) 1,000 ads
Larger Pages (advertising less than $10M in their highest spending month in the last 12 months) 5,000 ads
Largest Pages (advertising $10M or more in their highest spending month in the last 12 months) 20,000 ads

And as you can see in the chart above, the ad limits are actually pretty generous: even the smallest pages can have 250 ads (Facebook for Business).

Ad limits for new pages are going into effect on February 16 and will run through Summer 2021. To see when the ad limit will go into effect on an existing page, navigate to the Ad Limits Per Page tool which is accessible through the Business Manager menu.

If you still have questions about how the ad limits will impact your brand, you can visit these links to learn more: