Lowest Cost (relabeled 'Highest Volume' in newer Ads Manager versions) is the default bid strategy: Meta's algorithm spends the entire budget trying to get the most results it can, without a hard cost ceiling. It generally delivers the most volume but offers the least cost predictability, since average cost per result can drift upward as the algorithm exhausts cheaper opportunities in the audience.
It's the right starting point for new campaigns and audiences where there isn't yet a reliable cost benchmark to bid against. Once an account has enough data to know a sustainable CPA or ROAS target, agencies typically layer in a cost cap or bid cap to add cost control.
We don't talk. We solve.
Private Meta infrastructure for buyers spending $100,000+ a month. Unlimited accounts, our cards, a 24/7 operator line.