Ready to scale?

Pick the service you need and book a free Discovery Call.

How to Reduce Friction and Increase Conversion Rates in a B2B Lead Generation Model?

We've spent millions on Facebook and Google scaling fledgling brands into eCommerce empires. Now it's YOUR turn.

Campaign Budget Optimization - TribeTalk EP 28

Last Updated April 27, 2021


It’s been a year since Campaign Budget Optimization (CBO) was first introduced on Facebook. Now we are awaiting the complete rollout set to happen in February. The complete rollout will mean CBO becomes standard for all campaigns. 

Don’t freak out! Our team has been working hard over the last year to become CBO experts. We’ve been testing and watching closely to see what the algorithm does. Today we are going to discuss some of our findings. 

What is CBO? Campaign Budget Optimization’s meaning is basically in its name. It allocates your budget to optimize for the best results within your campaign, picking which ad sets are performing best and shifting more money towards them automatically. The complete rollout will mean not being able to manage ad sets budget independently, as has been the case for several years on Facebook. 

We have found that the key to CBO is to make the audiences within campaign optimization work together. Here’s a couple of ways we are doing this. 

Test Audiences in Their Own Campaign

Instead of throwing a bunch of new audiences into one campaign and seeing what happens, we recommend testing new audiences in their own campaign first. This way you know how well the audience is performing without having to compete directly with another audience for budget. Have your ads speak directly to the specific audience you are targeting. Optimize for an event earlier in the funnel such as Cart Adds or Lead Form fills while you are testing then throw it into a campaign that’s optimized for your final goal (Purchase, Registration) later. 

Audiences Around The Same Size

Make sure you don’t have a 3 million person audience along with a 500k person audience in the same campaign. The CBO will see the most opportunity in the audience with the higher population and spend the majority of the budget there.  

Overall, we have seen that the algorithm pretty consistently spends budget to produce the best results, while taking into consideration the above. The algorithm is incredibly smart and honestly makes Facebook advertising a bit easier, provided you’ve set a good structural foundation. 

What have you learned from working with CBO? Leave us a comment below. 

Jump on a call with one of our growth experts. We'll talk about your goals and create a strategy to get results. 



With over 10 years of experience and 80 million in ad spend under our belts, we know how to guide businesses from fizzle to sizzle.

Seth Bunch-1
"Embertribe has been incredible to work with. Not only are they knowledgeable and the best at their craft but they care about you and your business. Highly recommend!"

Seth Bunch

Founder of Xylem Woodworks

Portrait Lisa FusionBelts
"I tried one company before you guys but you guys are better. And you're all good looking too."

Lisa Vigliorolo

Founder of Fusion Belts

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 45.01
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

Duncan Street

Co-founder, Qeepsake

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 49.01
“One of the things I love most about working with EmberTribe which has been a standout from working with other companies is that there's a level of ownership that the team has in what we're doing that you really feel like they care."

Cody Barbo

Cofounder, Trust & Will

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 57.01
"All around great team...The EmberTribe team really answered my technical questions without hesitation...Helped me understand where my business was lacking. It's hard to find companies nowadays that really go above and beyond."

Joey Hettler

Media and Marketing Coordinator at Altis

Grow Faster, Smarter with EmberTribe

If you are stuck on the half a million yearly revenue plateau, you need a growth agency that will get to know your business, audiences, and growth opportunities like the backs of their hands—and let you in on everything they learn. 

No secrets, no bull. Just making sparks fly together.

✅ Focused on revenue

Look elsewhere if you're looking for a new logo or brand identity via 200-page slide decks. Those marketing disciplines have their place, but they're not our focus. We've doubled down on growing sales and injecting our clients with cash flow.

✅ We move fast

The typical agency model moves slowly: endless meetings, thousands of email threads, lots of talk, but little action. EmberTribe is different. We know what it takes to grow fledgling brands into formidable empires: a hell of a lot of execution.

✅ Trusted by the best

We've been recognized by Facebook and Google as one of the top agencies in the world. We're a mentor to startups within Techstars, Y Combinator and regularly consult with programs at MIT and Harvard Business School. Now it's time to add you to our Tribe.

Okay, let's do this!

Book Discovery Call

You May Also Like

These Stories on TribeTalk

You May Also Like

These Stories on TribeTalk