Meta Ads Management Term
Bid Cap
Bid Cap sets a maximum bid Meta can place in any single auction. Unlike Cost Cap (average), Bid Cap is a hard limit that prevents any bid from exceeding your cap. It gives maximum cost control but can significantly limit delivery if set too low.
Example in Practice
"Setting a £30 Bid Cap reduced our CPAs but also reduced volume by 50%. We switched to Cost Cap for better balance."
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