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Facebook Ad Rules To Put Your Campaigns On Auto-Pilot

Facebook Ad rules, are just like AdWords scripts. They can be used to automate Facebook ad campaign management tasks.

So if you’re looking to save time and optimise your Facebook ad campaign at the same time read on. Because in this post you’ll discover what kind of rules you can use.

1. Manage Your Budget

You have a budget you need to work within. That means, there’s only so much you can spend on acquiring a lead or a customer. Ideally, you would have already set a target for cost per acquisition which is where this rule can help you keep tabs on your ad sets.

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For example, if you’ve defined your target CPA as €100, you can pause any ad whose CPA goes above €100, so the rest of your campaign’s ROI doesn’t suffer.

facebook ad rules to manage cpa

Perhaps, you want to keep the price of cost per clicks low. Here you can do same and pause ads when the CPC goes above 0,20€.

facebook ad rules to manage cpc

On the flip side, if your ads are performing well then you’ll want to increase your spend on those specific ad sets.

2. Ad Fatigue

While your ads may be performing exceptionally well in the first couple of weeks, ad fatigue will make that performance suffer.

Nobody likes seeing the same ad over and over again, which is essentially what ad fatigue is. So what can you do about it?

Fortunately, there’s a rule you can set up which enables you pause ads when they reach the 3-range mark.


The only downside here is you won’t be able to automatically launch new ads when the previous ones have been paused. However, you can set an email alert when this rule is applied and add your instructions of what to do next. Basically, update your ad creative and publish.

3. Optimise Ad Spend Based On Ad Responses

Let’s say your campaign objective is traffic, then CPC is the metric you’ll be looking at. And of course, you’ll want to pump more budget into the best performing ad sets, i.e. the ones with a low CPC.

To automate this process, Jon Loomer has set three separate rules for his ads:
1. Increase budget by 50% if the CPC is under €0.15
2. Decrease budget by 50% if it’s over €0.25
3. Stop ad when it is over €0.30

These rules are meant to pump more budget into the best performers, to lower ad spend for the worse performers and to put a stop to the really bad ads.

If conversions are your campaign objective, then you can apply the same rules by switching CPC for CPA.


Optimisation is a vital aspect of running any kind of marketing campaigns. After all, you don’t to be leaving money on the table, and you want to get the most bang for your buck.

These Facebook ad rules help you put some aspects of your optimisation efforts on auto-pilot.

What about you? What’s your experience with Facebook rules? Let us know in the comments below.

Kostas Papageorgiou

Kostas is the Founding Editor of Marketing Unicorn. He's a digital marketing expert with extensive experience from different industries like SaaS, e-commerce, automotive and fintech.

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