# Ad Sets / Ad Groups (/docs/paid-media/adsets)



Each campaign has one or more **ad sets** (Meta) / **ad groups**
(TikTok / Apple). The terminology differs by platform; the concept is
the same: a budget + a target audience + a pool of creative.

URLs:

* Meta: `/project/{projectId}/paid-media/meta/campaigns/{cid}/adsets`
* TikTok: `/project/{projectId}/paid-media/tiktok/campaigns/{cid}/adgroups`
* Apple: `/project/{projectId}/paid-media/apple/campaigns/{cid}/adgroups`

## Columns [#columns]

* Ad set name.
* Audience summary (geos, demographics, interests).
* Daily budget (and cap).
* Spend (today / 7d / 30d).
* Conversions, CPA, ROAS.
* Status.
* Optimizer state.

## Per-ad-set budget cap [#per-ad-set-budget-cap]

Each ad set has a configurable cap. The optimizer never raises spend
above the cap without your approval. Edit via row → **Edit budget**.

## Audience editing [#audience-editing]

Click ad set name → **Audience** tab. Edit:

* Geos.
* Age range.
* Gender.
* Languages.
* Interests (Meta / TikTok).
* Custom audiences / lookalikes (Meta).
* Keywords (Apple — keywords ARE the targeting).

## Creative pool [#creative-pool]

The **Creative** tab shows which creatives are currently running in this
ad set. The pool is managed by the
[creative selection algorithm](/docs/concepts/ad-eligibility). You can:

* **Pin a creative** — bypass selection; this creative always runs here.
* **Block a creative** — exclude from selection here.
* **Refresh now** — trigger an immediate creative refresh cycle.

## Empty ad set warning [#empty-ad-set-warning]

The optimizer never empties an ad set/ad group — at least one ad must
remain. If you manually pause the last ad, the ad set will show a warning
banner and posting stops until you either re-activate or pin a new creative.

## Creating an ad set [#creating-an-ad-set]

In manual mode, click **+ New ad set** within a campaign. Wizard fields:

* Name.
* Audience.
* Budget.
* Schedule (start / end / dayparting).
* Creative selection mode (auto from pool / manual pin list).

In automatic mode, the optimizer creates ad sets as needed.