Confession: I had to mute the term “cost cap” on X (Twitter?). There were too many people getting too dogmatic about it.
I am a big believer in the idea that no single tactic is a “silver bullet” for every business. Every platform has “usage guidelines” that set the user up for success, but not every platform is right for every brand.
Cost caps were (probably still are) being hailed as a silver bullet for Meta ads. Not able to scale? You need cost caps. Can’t achieve the ROAS you want? Cost caps. Creative fatigue? Cost caps. And on, and on, and on…
I researched cost caps and attempted to implement them for two of my media buying clients. I also reached out to so-called “cost cap maxis” on Twitter for help re: budgeting and campaign setup. Here are my findings, and my POV on implementing this strategy.