Vent: My Facebook ad spend went crazy after a single click last Tuesday

I set a daily budget of $75 for a local service ad in Austin. Last Tuesday around 3 PM, I got one click that cost $42 somehow. The system just charged it and kept running. I had to pause the whole campaign manually an hour later. Has anyone seen a single click eat more than half their daily budget before?

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3 Comments

avery_smith227mo ago

That "single click eat more than half their daily budget" line is exactly what got me. I used to just trust the daily budget as a hard stop, you know, like it couldn't possibly spend that much on one person. But I saw a $20 click for a plumbing keyword once, and it blew my mind. It made me realize the budget is just an average, not a cap for each click. Now I use max cost per click bids on everything, because the system will absolutely spend your whole budget on two clicks if it gets the chance.

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caleb_ross127mo ago

Disagree, I've never seen a click cost that much.

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finleyh897mo ago

Wait, so you set a max cost per click bid and that actually works as a hard stop? I always figured the system would just ignore it and spend the daily average anyway lol. How do you even decide what to set that max bid at without just guessing?

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