Facebook will begin to limit the number of ads a page can run in February of 2021. Limits will be based on the highest ad spend of a month in the previous year.

NG Times will continue to follow the development of this new roll-out. Facebook’s official announcement is here, and the help documentation can be found here.

Facebook has announced a new initiative around the number of ads that can be shown by Pages based on their spend size.

This new enforcement on ad limits will begin rolling out in February of next year, and continue through the summer.

Facebook stress that more ad volume doesn’t mean better performance.

Adding more of anything to Facebook creates the need for it optimize. But, it can actually prevent that from happening effectively. Brands may notice certain ad creatives get few, if any, impressions and may find the status stuck in the Learning Phase for awhile.

Every time an ad is shown, the algorithm builds its learnings, but more ads means each version is shown less times.

Facebook cites that 4 in 10 ads never exit the Learning Phase at all. This also means budget is being spent and taking longer (or maybe never) to optimize for winners, costing brands more money in the long run.

https://www.ngtimes.net/2020/09/facebook-impose-limits-ads-run-pages.html