Overview
Budget optimization finds where your money works hardest and recommends shifts from low-efficiency campaigns to high-performers. All budget changes require explicit approval.
The budget-optimizer skill analyzes spend efficiency across campaigns and adsets, comparing CPA, ROAS, and CPC to identify reallocation opportunities.
How It Works
Pull performance data
The optimizer fetches campaign and adset-level insights for your specified period (default: last 7 days).
Calculate efficiency metrics
- CPA (Cost per Acquisition) — How much you pay per conversion
- ROAS (Return on Ad Spend) — Revenue generated per dollar spent
- CPC (Cost per Click) — How much each click costs
These are compared against benchmarks in ad-config.json.Rank performers
Campaigns are ranked from most to least efficient. Top performers get flagged for budget increases, bottom performers for decreases.
Generate recommendations
The optimizer calculates suggested budget shifts with clear reasoning:
- Where to pull budget from (losers)
- Where to allocate it (winners)
- How much to shift (percentage-based)
Wait for approval
Recommendations are presented with data. No budget changes occur until you explicitly approve.
Running the Optimizer
Ask the copilot directly
Tell me: "How should I shift my budget?"
# Or
Tell me: "Optimize my ad spend"
# Or
Tell me: "Where's my money working best?"
Via script (manual)
# Efficiency ranking
./scripts/budget-optimizer.sh efficiency --account act_123 --preset last_7d
# Budget shift recommendations
./scripts/budget-optimizer.sh recommend --account act_123
# Spend pacing check
./scripts/budget-optimizer.sh pacing --account act_123
Understanding Recommendations
The optimizer presents recommendations like this:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
💰 BUDGET OPTIMIZATION — Last 7 Days
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
EFFICIENCY RANKING:
1. Campaign "Product Launch" — $18.20 CPA, 4.2x ROAS, $450/day budget
✓ Top performer. Recommend +30% budget → $585/day
2. Campaign "Brand Awareness" — $24.50 CPA, 3.1x ROAS, $300/day budget
→ On target. No change.
3. Campaign "Retargeting" — $42.00 CPA, 1.2x ROAS, $200/day budget
⚠ Underperforming. Recommend -50% budget → $100/day
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
RECOMMENDED SHIFTS:
- Decrease "Retargeting" by $100/day
- Increase "Product Launch" by $100/day
Net change: $0 (reallocation only)
Target CPA: $25.00
Expected blended CPA after shift: $21.30 (15% improvement)
Proceed with these budget changes?
Budget changes take effect immediately. Meta will adjust delivery based on the new budget within the hour.
Adjusting Budgets Safely
Via Copilot (Recommended)
When you approve recommendations:
You: "Yes, make those changes"
Agent:
✓ Set "Retargeting" daily budget to $100 (was $200)
✓ Set "Product Launch" daily budget to $585 (was $450)
Budget shifts complete. Logged to learnings.md.
# Decrease underperformer
social marketing set-budget campaign CAMPAIGN_ID_1 --daily-budget 10000 # $100 in cents
# Increase winner
social marketing set-budget campaign CAMPAIGN_ID_2 --daily-budget 58500 # $585 in cents
Manual Commands
# Set adset daily budget
social marketing set-budget adset ADSET_ID --daily-budget 5000 # $50.00 in cents
# Set campaign daily budget
social marketing set-budget campaign CAMPAIGN_ID --daily-budget 10000 # $100.00 in cents
Budgets are specified in cents. $50.00 = 5000 cents.
Optimization Strategies
Strategy 1: Reallocation (Zero-Sum)
Keep total spend the same, shift budget from losers to winners.
Before: Campaign A ($200) + Campaign B ($200) = $400/day total
After: Campaign A ($100) + Campaign B ($300) = $400/day total
Strategy 2: Scale Winners
Increase budget on top performers without decreasing losers.
Before: Campaign A ($200) + Campaign B ($200) = $400/day total
After: Campaign A ($200) + Campaign B ($350) = $550/day total
Strategy 3: Cut Losers
Decrease or pause underperformers without increasing others.
Before: Campaign A ($200) + Campaign B ($200) = $400/day total
After: Campaign A ($100) + Campaign B ($200) = $300/day total
Approval Workflow Example
You: "Analyze spend efficiency"
Agent:
[Pulls last 7 days of campaign data]
Found 3 campaigns:
- "Product Launch": $18.20 CPA, 4.2x ROAS (Winner)
- "Brand Awareness": $24.50 CPA, 3.1x ROAS (On target)
- "Retargeting": $42.00 CPA, 1.2x ROAS (Underperformer)
Your target CPA: $25.00
Recommendation:
- Cut "Retargeting" budget by 50% ($200 → $100)
- Shift that $100/day to "Product Launch" ($450 → $550)
Expected result: Blended CPA drops from $26.80 to $21.30
Should I make these changes?
You: "Yes"
Agent:
✓ Updated "Retargeting" daily budget: $100
✓ Updated "Product Launch" daily budget: $550
Changes logged to workspace/brand/learnings.md.
I'll monitor performance and report back tomorrow.
Safety Guidelines
Never shift budget without approval. The optimizer will always:
- Show current budget vs. recommended budget
- Explain the data justification (CPA, ROAS, trend)
- Estimate the expected outcome
- Wait for explicit “yes” before executing
Before Approving Budget Shifts
Benchmarks and Thresholds
Default thresholds from ad-config.json:
| Metric | Default | Meaning |
|---|
| Target CPA | $25.00 | Aim to stay at or below this cost per acquisition |
| Target ROAS | 3.0x | Aim for at least 3revenueper1 spent |
| Spend pace alert | ±15% | Warn if daily spend is 15%+ over/under budget |
| Efficiency variance | ±20% | Flag campaigns 20%+ above/below target |
ad-config.json:
{
"benchmarks": {
"target_cpa": 25.00,
"target_roas": 3.0,
"spend_pace_threshold": 0.15,
"efficiency_variance": 0.20
}
}
Audit Trail
Every budget change is logged to workspace/brand/learnings.md:
## 2026-03-04 — Budget Optimization
**Changes Made:**
- Campaign "Retargeting" (ID: 120212345682)
- Old budget: $200/day
- New budget: $100/day
- Reason: CPA $42.00 vs. target $25.00, ROAS 1.2x vs. target 3.0x
- User approval: Confirmed after efficiency analysis
- Campaign "Product Launch" (ID: 120212345683)
- Old budget: $450/day
- New budget: $550/day
- Reason: CPA $18.20 (28% below target), ROAS 4.2x (40% above target)
- User approval: Confirmed after efficiency analysis
**Expected Impact:**
- Blended CPA: $26.80 → $21.30 (20% improvement)
- Total spend: $400/day (unchanged, reallocation only)
Next Steps
