Cost cap
Cost cap (cost per result goal) is a Meta bid strategy that keeps your average cost per result around a target while maximizing volume under that constraint — an efficiency control that targets an average rather than a hard ceiling.
Cost cap is the more usable of Meta’s two caps because it manages to an average, so delivery has room to breathe. Use it when you have a genuine allowable cost per result you cannot exceed and stay profitable, and enough conversion volume for the constraint to optimize against — not as a reflex when costs feel high.
The trade-off is real: a cost cap set below the market clearing price simply limits delivery, because Meta cannot find volume at a price the auction will not bear. Set caps from real unit economics, expect a volume-for-efficiency trade, and change them in steps to avoid resetting learning.
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