Is Meta not spending all of your ads budget? There are four potential reasons why…
1. Your This is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More is too small. Broaden it or turn on one of the expansion tools (or go completely broad).
2. You’re using Campaign Budget Optimization and use an An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More spending limit. I wouldn’t recommend doing this at all, but take a look to see if that’s your issue.
3. You’re setting a Cost Per Result or Bid Control that is too aggressive. Sure, we all want a $1 per purchase. But once the algorithm realizes that won’t happen, you shouldn’t expect your A budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More to spend. Consider using the default or a more realistic cost control.
4. You optimize for an action that isn’t leading to results. You are stuck in Learning Limited and your ads aren’t working. This is the algorithm protecting you.
When you’re in the ad view, you should also check the Delivery column for errors and alerts that could provide more insight on why your budget isn’t spending.
More often than not, this problem happens when you attempt to limit or restrict the algorithm. Making adjustments in that area will often correct your problem.