If you have ever launched a promising new ad inside an existing campaign and watched it sit at zero impressions while an older ad kept burning your entire daily budget, you already know Meta’s delivery system has a blind spot. As of July 10, 2026, a new manual override called “Push Delivery to This Ad” reached nearly every ad account, and it is the first real hands-on delivery control Meta has shipped in years.
What the Feature Actually Does
Inside Ads Manager, you will now see a “Push Delivery” option next to individual ads within a campaign or ad set. Clicking it tells Meta’s algorithm to actively route more of the budget toward that specific ad, instead of leaving every dollar to the automatic pacing system. Previously, once an ad started winning the algorithm’s internal auction, it tended to keep winning, and there was no direct way to intervene without pausing other ads or rebuilding the campaign.
Why This Solves a Real Problem
Campaign Budget Optimization and Advantage+ campaigns are built to chase efficiency, which means they route spend toward whichever ad already has the strongest early signals: more engagement, a lower cost per result, more social proof in the comments. A brand new ad, no matter how good the creative is, starts at a disadvantage because it has no track record yet. In practice, this means new creative often gets throttled to a trickle of impressions and dies of a slow, quiet starvation rather than a fair test. You end up killing ads for “underperforming” when the real problem was that they never got a real chance to run.
How to Use It Without Wasting Money
This is a scalpel, not a switch you leave on. Reach for it specifically when you are testing new creative inside an already-running campaign and want a fair read on performance. A few ways to use it well:
- Push delivery only when you are actively testing, then turn it off once the ad has enough data to stand on its own
- Give a pushed ad at least three to five days before judging cost per result, since forced delivery can temporarily skew early numbers
- Watch frequency closely, since forcing spend toward one ad can burn through your audience faster than the algorithm would on its own
Do not use this to prop up creative that is genuinely underperforming. It fixes a broken testing environment, not weak messaging or a mismatched offer.
The Bottom Line
Meta’s automation is good at finding a winner, but it has never been good at giving new ideas a fair shot once a winner already exists. Push Delivery gives you a direct way to force that fair shot, so use it every time you introduce new creative into a live campaign, and let the algorithm take back over once you have real data.