Strategy and goals
Spending cap
A hard limit on how much an ad account or campaign can spend in a period.
What it is
Ad platforms offer budgets at campaign level and limits at account level. A cap is the ceiling that holds whatever the campaigns try to do.
Why it matters
For lead generation and e-commerceIt protects the business from a setting error, a runaway campaign or an automated system spending faster than planned.
In practice
Set it at account level as a backstop, with campaign budgets below it doing the day to day pacing.
A common mistake
Confusing a daily budget with a cap. Platforms may spend above a daily budget on some days and balance it over the month.
At Dynamic Ad
Approved ads go live on each platform, inside a spending cap you set.