Facebook will be limiting the number of ads very soon. It is expected that it might impact only a small percentage of advertisers. And, it will be rolled out in February 2021. Limits will be based on the spend size of pages. Whenever an ad is shown, the algorithm builds its learning. But, if there are several versions of an ad, each version is shown for lesser time than intended. According to Facebook, 4 out of 10 ads never exit the learning phase. This means that the budget has been spent on the ad and it is taking too long to be optimized. So, Facebook will be bucketing each advertiser by size. This size is determined on the respective page. Also, it depends on the highest spending of a month in the previous year. Advertisers can view their assigned ad limit via the ‘Ad Limits per Page’ tool. If a single page has multiple ad accounts, the limit will be set by a person. This is to avoid different ad accounts using inventory and blocking another account from publishing ads. If advertisers try to publish new ads after exceeding their allowed limit, ads will not be launched. Facebook also cautions against creating a second page. Here are the three rules.