The middle level of a Meta campaign. The campaign holds the objective, the ad set holds the audience, placements, budget and schedule, and the ads inside it are the creatives people see.
Example
Meera's festive campaign has two ad sets: one for past customers and one for a lookalike audience. Each has its own budget and contains three ads.
How you'll hear it
“Merge those two small ad sets so each gets enough results to exit learning.”
Don't confuse it with
- Ad group (Google): groups keywords and ads in a Search campaign; similar role, different platform.
- Campaign: the top level that sets the objective.
Related terms
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Sources
- What are the advertising levels in Meta Ads Manager?, Meta Business Help Center
- How ad groups work, Google Ads Help