Cost Cap

Cost Cap is a Meta bid strategy that tells the algorithm to keep your average cost per result around a target while maximizing volume. It gives steadier spend and easier scaling than a hard bid ceiling, because Meta has freedom to hunt for cheap results inside the number you set.

Our standard volume launch is CBO $500 plus a Cost Cap of $200-250. Do not change the cap every few hours: if delivery stalls, the cause is usually auction and bundle quality (account, creative, pixel, page), not the number in the cap. Set it against your real cost per funnel step per GEO, then hold it and let the algorithm settle.

Cost cap vs bid cap: a cost cap controls the average result cost over time and lets Meta pay above the number on some auctions, while a bid cap is a hard ceiling on every single bid, so delivery stalls first when the market is tight. Use a cost cap for predictable cost with room to scale, and a bid cap only when you must never exceed a bid and accept less volume. A sanity check on any cap: we keep CPA between 55% and 80% of the payout.