Use Value Rules

Value Rules adjust your bid when someone matches conditions you define, such as an age range, a location or a placement. You decide the priorities; the rules apply them the same way every time, so you don’t adjust bids by hand.

Value Rules don’t discover the right priorities for you, rewrite themselves as results change, or guarantee better performance.

For related setup tasks, read Set up Ad Rules and Tracking & Events.

When to use them

Use a value rule when you have evidence that a segment is worth more (or less) to your business, for example a region with better margins after shipping, or a placement that brings more valuable customers. A higher conversion rate alone doesn’t prove higher profit.

Criterion	Use it when…
Age / Gender	Measured customer outcomes differ between groups
Location	Regions differ in customer value, shipping cost, margin or coverage
Mobile OS	iOS and Android customers differ in measured outcomes
Placement	Placement results justify different priorities, such as Feed vs. Reels
Device platform	Mobile and desktop purchase results differ

You can use one criterion or combine up to two. When you combine two, both must match.

Warning: Don’t use a bid increase to work around a weak landing page, checkout problem or tracking gap. Fix those first, then judge segment performance.

Create or edit a rule set

1. Open the rule set

Select the account, then choose a rule set from the list, or click Create value rules for a new strategy. Use Edit to change an existing set.

2. Add a rule and choose criteria

Click Add rule, then pick up to two criteria, for example Age 25–34 AND Women.

3. Set the adjustment

Choose Increase or Decrease and a percentage. The multiplier summary shows the result: +50% becomes 1.50x, −20% becomes 0.80x. These change bids, not prices or guaranteed spend.

4. Order your rules

Use the order controls to set priority. The first matching rule wins; see below.

5. Check who it affects

Read Status and Who this affects to confirm the plain-language summary matches your intent, then click Save to Meta.

A rule set can hold up to ten rules. Keep it small enough to understand at a glance.

Rule order matters

Rules are checked top to bottom, and only the first matching rule adjusts the bid. Adjustments don’t stack or multiply.

Priority	Matches	Adjustment
1	Age 25–34 AND Women	+50% (1.50x)
2	New York AND selected devices	+20% (1.20x)
3	Facebook Reels or Instagram Reels	+120% (2.20x)

Someone who matches rule 1 and rule 3 gets only +50%. Put your most specific or important cases first, and place broad “everyone” rules last: a catch-all at the top stops every rule below it from applying. Reordering can change results even if no percentage changes.

Save: update the shared set or create a new one

Rule sets live at the Meta account level and can be shared by several campaigns. When you save, choose:

• Overwrite existing to update the policy everywhere this set is used. Check its usage and resolve any blocking issues first.
• Save as new to create a separate set for a different promotion, season or test without affecting existing campaigns. Give it a unique name, ideally including the goal or version.

Check that it’s working

Back on the overview, review the set’s bid range, active rules, linked ad sets and sync status, plus any warnings under Status. A synced set isn’t necessarily in use: check linked ad sets to confirm.

Revisit your rules as offers, costs and audiences change. For purchase campaigns, compare results against customer value and margin, not just delivery cost.