Beginning in February 2021, Facebook will be limiting the number of ads on a page. These ads will run based on the highest month’s ad spend from the previous year.
The Improving Ad Performance Through Ad Volume Guidance sets the limits based on advertiser size as follows.
| Advertiser Size Test | Ad Limit Guidance |
| Small to medium-sized pages (advertising less than $100K in their highest spending month over the last 12 months) | 250 ads |
| Medium to large-sized pages (advertising less than $1M in their highest spending month over the last 12 months) | 1,000 ads |
| Larger pages (advertising less than $10M in their highest spending month over the last 12 months) | 5,000 ads |
| Largest pages (advertising $10M or more in their highest spending month over the last 12 months) | 20,000 ads |
According to Facebook,
“Ad limit enforcement will roll out from February 2021 through Summer 2021. Advertisers can see when their ad limit will go into effect for each Page in Ads Manager and find additional enforcement details in the Help Center. Developer resources can be found here.”
Facebook claims that many advertisers have already started noticing performance benefits after consolidating their ad setup, and you too can “learn more best practices for managing ad volume.”
Actionable Strategy
Visit this page to learn more about ad limits per page, and click here to create and manage ads on mobile or desktop.