An account spend limit can be set voluntarily by the advertiser as a safety guardrail, or imposed by Meta automatically based on the account's payment history and trust tier, gradually raising as the account demonstrates reliable payment and spend behavior. New ad accounts typically start with a modest limit that increases over the first weeks of consistent, on-time billing.
At $100k+/mo spend levels, hitting an unexpected Meta-imposed spend limit mid-campaign can halt delivery entirely, which is one reason agencies maintain multiple ad accounts in parallel rather than pushing a single account past its comfortable ceiling.
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