At what level within a campaign is specifying a budget not allowed?

Specifying a budget is not allowed at the ad level because the ad itself is primarily focused on the creative and messaging aspects, rather than financial management. Budgeting is essential for determining how much is allocated to reach a specific audience, which is typically handled at the campaign and ad set levels.

At the campaign level, marketers set overall objectives, such as brand awareness or conversions, thereby establishing a budget for the entire campaign. At the ad set level, it's common to specify budgets based on the targeting parameters. However, at the ad level, the focus shifts to the specifics of the advertisement, like visuals, copy, and call-to-action elements, rather than on budgetary concerns.

Consequently, the configuration of budgets and bidding strategies occurs above the individual ad within the structure of a campaign, ensuring that financial planning aligns with overall marketing goals.