Meta's unit for audience, placement, budget, schedule, and optimization, sitting between campaign and ad. Ad sets are where the learning phase runs and where audience overlap occurs; TikTok's ad group and LinkedIn's campaign play the same role.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Ad Set." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-set/