Some advertisers are now seeing a new notice in Ads Manager: the active-ad limit for this Page is no longer enforced. Digital marketer Bram Van der Hallen spotted it first on September 22 and backed it with numbers. His account, in the under-$100k/month tier, is running 286 active ads against a formal cap of 250. The interface still says "36 ads over limit" — yet new ads pass review and get delivery.
How the limits worked until now
Meta rolled the restriction out in 2021 (announced in 2020), and it is tied to the Facebook Page, not the ad account. The cap depends on the Page's peak monthly spend:
- up to $100k — 250 active ads;
- up to $1M — 1,000;
- up to $10M — 5,000;
- above $10M — 20,000.
The official reasoning was straightforward: too many ads spread budget thin, and roughly 40% of active ads never left the learning phase. The cap was meant to force cleaner account structures instead of hundreds of half-dead creatives.
What actually changed
The counter is still there. Ads Manager knows the account is over the threshold and displays the overage. What changed is behaviour: the system stopped blocking launches. That looks like either a staged rollout — enforcement removed first, UI updated later — or an A/B test on a limited group of accounts. Meta has made no statement, so both scenarios, including a rollback, remain on the table.
Why now
Over five years Meta's ad system has turned the other way. Advantage+ and generative tools push advertisers towards dozens of variations of a single creative — backgrounds, formats, aspect ratios, copy. The Andromeda system is built to sift through a huge pool of ad candidates. Against that, a hard 250-ad ceiling for a small Page looks like a leftover from another era: Meta asks for more variants and more trust in the algorithm while capping how many you can run. Dropping the limit simply brings both halves of the system into one logic.
What it means for media buyers
Testing. Teams that kept hitting 250 and had to purge the Page before every big test get room to breathe — no more pausing working funnels to make space for new ones. For performance setups with constant creative rotation, that is a real relief.
But not budget. Being able to run 500 ads does not mean you should. With the same spend, each ad gets fewer events, and the algorithm takes longer — or fails — to judge it. The cap is going away because the algorithm got better at picking winners, not because fragmentation became useful.
Page farming. One technical reason to run multiple Pages — spreading ads across limits — may disappear. The others stay: Page reputation, review, offer separation, ban risk and team infrastructure. This is not a reason to move everything onto one Page.
What to do right now
Check your own Ads Manager. If the "no limit" notice shows next to your Page and ads launch past the old threshold, you are in the test. If nothing changed, there is no point forcing it: it is unknown whether the test covers all GEOs, spend tiers or the Marketing API.
Bottom line
As of September 24 this is a single, documented change in Ads Manager behaviour with no official confirmation. If Meta is really retiring Page ad limits five years after launch, it is one of the most practical changes of the year for creative-heavy teams. Watch your accounts and share what you see in the Facebook section of the forum.