Meta has unveiled a new feature that empowers advertisers to fine-tune their bidding strategies through placement-specific value rules. This update allows for bid adjustments based on user demographics (such as age, gender, and location), device types, and now—ad placements across Facebook, Instagram, and Audience Network.

Available directly within the Ads Manager settings, the tool lets advertisers build custom rule sets by selecting from dropdown options like Instagram Stories, Facebook Feed, and Audience Network. These rule sets can increase or decrease bids depending on where the ads are served, for example, boosting bids by 50% on Instagram Feed or reducing them for lower-performing placements.

This capability is particularly valuable for brands with clear data on customer lifetime value (LTV) associated with specific platforms or placements. By aligning bid strategies with LTV insights, advertisers can potentially drive better budget efficiency and ROAS.

However, Meta cautions advertisers to use the feature responsibly. Over-adjusting or misapplying bid rules, such as decreasing bids for Audience Network purely based on perception, could backfire. Since Meta’s algorithm already optimizes placements based on real-time performance data, manual overrides may lead to increased costs without improved results.