Yes—that’s partially true, but with a few caveats. Since late 2023 and into 2024, Meta’s algorithm has gotten smarter and more adaptive, especially with the rollout of Advantage+ and updates to learning phase mechanics. This means that, in many cases, you can increase your budget by more than the old 20–25% “rule” without fully resetting the learning phase—but it depends on how you do it.
When Can You Increase Budget >25% Without Breaking Performance?
1) If the Campaign Has Strong, Stable Performance
If you’re well past the learning phase, and your ad set/campaign has consistent conversions, it’s usually safe to bump budget up by 30–50%, sometimes even 100%—especially in CBO or Advantage+ campaigns.
2) If You Use CBO (Campaign Budget Optimization)
CBO is more forgiving than ABO. Meta redistributes spend dynamically, so you can scale a bit more aggressively without major volatility.
3) If You Use “Schedule Budget Increase” in Ads Manager
Setting a budget increase to apply at midnight or the next day often reduces the risk of performance disruption.
4) If You Don’t Touch Anything Else
Only increase budget—don’t change audience, creatives, placements, etc. Combining edits can definitely reset the algorithm.
When You Still Need to Be Cautious:
- Small budgets or early-phase campaigns are still sensitive. If your campaign is new or under 50 conversions/week, keep budget bumps more gradual.
- ABO (Ad Set Budget Optimization) setups are more fragile—consider duplicating the ad set at a higher budget if you want to scale faster.