Facebook will start limiting the number of ads a Page can run in February of 2021. Limits will be based on the highest ad spend of a month in the previous year.
Facebook is stressing more ad volume doesn’t mean better performance.
Adding more of anything to Facebook creates the need for it optimize. But, it can actually prevent that from happening effectively. Brands may notice certain ad creatives get few, if any, impressions and may find the status stuck in the Learning Phase for awhile.