What Does “Ad Set” Mean

19 Nov 2025
By Bill Robertson
Glossary
An “Ad Set” is a part of an ad campaign that defines who sees your ads, when, and where. One ad set = one target audience with its own budget and settings.

What an ad set includes:
 — Geo: countries or regions where the ads will run
— Demographics: age, gender, language
— Interests & behavior: who exactly you’re targeting
— Budget: daily or total spend
— Placements: where the ads appear — Facebook, Instagram, TikTok, etc.

Why it matters:
 — Helps test multiple audiences
— Easy to track performance by group
— Makes scaling and organizing campaigns simple

Example:
 Slot offer campaign:
Ad Set 1 — males 25–35 in the US, $100 budget
Ad Set 2 — females 18–24 in Canada, $50 budget

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