How To Scale Facebook Ads

Dimitar Talevski December 10, 2021

Facebook has a decent notion of who its users are and what they like because they collect a lot of information. If you’re a brand, you have a significant opportunity to reach people who otherwise wouldn’t have heard of you through Facebook’s massive user base. A third of the world’s population is on Facebook, making it a great marketing opportunity for businesses and services to people they would never have met otherwise through social networks. 

Brands must scale their Facebook ads to reach a wider audience. Simply put, this means using your income to expand your audience and, in turn, increase your sales. You can completely change the game for any business by successfully scaling Facebook marketing campaigns. 

To succeed, you’ll need a well-researched approach, meticulous attention to detail, and plenty of time on your side. You could end up wasting money on a campaign that doesn’t work out.

From strategy to budgeting to optimization, you’ll discover everything you need to know about expanding Facebook advertisements here. It’s essential to understand how to scale Facebook ads before spending any additional money.

How To Scale Facebook Ads

Scaling an ad campaign increases the amount of money you spend on it while expecting the same results as when you had a smaller budget. Having trouble creating a Facebook ad that can be scaled? That, too, is something to which we can provide an answer.

Increase Your Campaign Budget by 20%

As simple as it may appear, increasing your budget is the most crucial step in scaling your Facebook ads. Scaling advertising is pouring more money into the platform to create better results, whether you set a daily, weekly, or monthly budget. There are several methods for determining whether increasing your Facebook ad campaign budget will result in more conversions or increase the cost-per-result.

We recommend that you reduce your daily campaign cost by 20% at the ad set level. This will provide you with information on what is and is not working. The 20% rule is sound advice, especially if your budget is three and four digits.

The notion of investing more money in marketing with no certainty of a return may deter the more risk-averse business owner. It’s difficult to imagine losing money day after day after advertising that doesn’t convert significantly if you’re investing your own money to grow your business.

If your ad campaigns frequency is high, you should consider other approaches, such as expanding your target population or adding new creatives to your ad sets. We’ll talk about it later in the post.

When you double the budget for your campaign, the Facebook Pixel restarts the learning period for your audience. Maintaining a budget increase of no more than 10-15% at a time will keep the system from being “shocked.”

Budget changes, no matter how minor, can have a significant impact. You want to keep your ad sets out of the learning phase for as long as possible. That is when your campaigns perform at their best.

How To Scale Facebook Ads

Increase Your Audience Size 

Another way to broaden the reach of your Facebook ad campaigns is to target new interests that you haven’t previously addressed. This method identifies new interest groups to target, even if you already have some in mind.

If you’ve been following this post, you may have noticed that the frequency of Facebook ads has increased, which may be contributing to the increase in cost-per-result. If your ad is seen frequently, a large chunk of your target population has already seen it. If you increase your ad budget, the same people will see more of your ads.

Discover additional target demographics with comparable interests by using Facebook Audience Insights. Once you’ve found new audiences to target, create new ad sets utilizing your best-performing ads. By including more relevant interests in the Detailed Targeting section, you can quickly extend your target audience.

A saved audience is just a group of people who meet a specific demographic profile, such as age or gender. Nobody knows who you are or what your ideal customer resembles. On the other hand, Saved audiences are a fantastic resource for locating and contacting potential new clients.

When scaling Facebook advertisements, increase the size of your saved audiences to have more customers to pull from and drop the CPMs to reach more people more efficiently.

Expand Your Lookalike Audience

Lookalike audiences can help you locate new customers, clients, and website visitors by comparing them to your present Facebook audience. The “clone” audience consists of folks with similar interests and habits to the one you’ve chosen.

The best way to find new customers on Facebook is to use Lookalike Audiences, which you are probably aware of if you run effective Facebook adverts. You may use Ads Manager to match whatever criteria you like. People who converted in the last 90 days, or who visited your website in the previous 180 days, and so on, should be included in your target audience.

After you’ve exhausted the first two possibilities, lookalike audiences can be increased from 1% to 3% to 10% to reach a larger audience. In addition to the top-paying clients outlined in the prior section of this article, create Lookalike audiences based on your blog readers or abandoned shopping carts. A 1% lookalike audience would be the closest 1 percent match of the US population to your consumers.

Increasing the percentage improves the audience size while decreasing the match between your custom audience and the audience you are attempting to target.

Create New Ad Creative

When you’re expanding your business, you must keep up with the pace of your budget and audience. Your ad creative, like your audience, has the potential to get stale.

Refresh the graphics and accompanying materials in your campaign to keep it fresh and avoid it becoming stale. A/B testing should be performed on several alternatives to determine which ones receive the best response from viewers. You’ll need to give new content at each stage to guarantee that your clients don’t see the same images and videos as they travel through your funnel.

When experimenting with new demographics, you may realize that some audiences respond better to different advertisements than others. You can utilize this information to generate customized pictures and material targeted to your target audience’s demands.

If you believe this will take a long time, you’re mistaken. You can design Facebook ads that are optimized for the platform by using ready-to-edit video ad templates. You may spruce up your adverts with a few simple clicks.

When Should I Start Scaling My Facebook Ads?

Replicate Successful Facebook Ad Sets

You may also leverage the Lookalike audiences mentioned earlier in this article to reproduce your best-performing ad creatives across all new ad sets.

As a result, some marketers avoid tampering with popular ad sets by just issuing identical duplicates. Because you’ll have a broader pool to choose from, your ad packages will be more successful if you spend more money. It would be best if you kept in mind that these ad sets are targeting the same audience.

You’ll get the best results if you only test one aspect of a Facebook ad at a time. When trying diverse audiences, you should keep your ad creatives consistent. If you don’t, you won’t be able to tell if your ad’s success or failure was due to the target audience or new creatives.

If an ad set is functioning well after 24 hours, you can boost the budget. This can be done manually in Facebook’s Ad Manager, but not automatically using Facebook’s automated rules.

Do Split Tests 

Facebook has added a new feature to the Ad Manager that allows you to split test your ads. Previously, each ad set required its budget, making it difficult to test new audiences on a broad scale.

A new split testing tool lets you establish a significant campaign budget in the hundreds or thousands of dollars and let your various audiences compete for it. Facebook’s algorithm will determine the most effective ad set and devote most of your budget to it in the short term.

These split tests help you save money and improve your daily budget without spending it on an audience that isn’t performing correctly.

Build New Facebook Funnel

You’ll also want to invest more money in creating a specialized Facebook funnel in addition to reaching larger cold audiences. Most newbies to Facebook begin by launching a campaign to find new clients or retarget visitors to their website. You’ll want to add more layers to your Facebook funnel when you increase your ad expenditure from $50 to $500 each day.

People who have taken some action, such as watching a video on your page or visiting your website, have demonstrated an interest in your brand or products. They constitute your new audience which you can grab by building a new Facebook funnel according to them.

Create New Offers

The first thing you can do to improve your results is to change your advertising to your winning audience. Even if Facebook has grouped some of the people in your target demographic based on their common likes and dislikes, not everyone will respond to your ads in the same manner.

Each of us uses Facebook and Instagram uniquely, and we post various types of content with our friends and followers. Some people like to read blog posts, while others prefer to watch videos. It is critical to adapt to your audience’s tastes and guarantee that everyone is on the same page.

Changing the type of offer on an existing product can be an excellent method to increase sales. Is free shipping available to you right now? To attract a new audience, try swapping it for a discount code.

When Should I Start Scaling My Facebook Ads?

Facebook advertising can be employed at any stage of a business, but it is not always the ideal plan. So how do you know whether to scale up or scale down? After all, that is the essence of the problem.

It’s always advisable to wait until your Facebook ads start producing money before scaling them up. It is pointless to increase the size of an ad that is currently generating no revenue. Even though it may be effective in the most unlikely circumstances, this is not a decision to be taken lightly, especially by small businesses with limited resources.

Ads that do not perform well are a no-no in terms of scalability. Re-watching an ad that didn’t succeed the first time would result in ad fatigue among your target audience.

Facebook advertising initiatives that work well on the platform may not always signal the most excellent alternative for growth. The scaling decision must consider more than only the characteristics of ad delivery and campaign performance as displayed by the Facebook ad manager. It must also take into account financial factors.

Types of Facebook Ad Scaling Strategies

Types of Facebook Ad Scaling Strategies

The majority of scaling techniques are based on two fundamental strategies. Before deciding what to do next, you should balance the benefits and drawbacks of each strategy.

Vertical Scaling

Vertical scaling is the most straightforward technique of growth currently available. Simply boosting your ad budget on existing campaigns and ad sets will help you to reach more customers.

Vertical scaling can be accomplished by increasing your ad spending or repeating winning ad sets. The most challenging aspect of vertical scaling, increasing your ad expenditure in incremental steps rather than doubling or tripling it all at once. This is due to Facebook’s algorithm needing to adjust to changes in your budget.

Furthermore, you may need to rotate your audience members at various points throughout the presentation. Allow them a few weeks off at a time to ensure that you have enough stuff to work with. Because each Facebook ad account appears to have its magic number, I recommend running four tests when building your audience.

Begin with a $20 per day budget and see which marketing plan performs the best right away. Your Facebook ad account will most likely serve best if you start with one of the four budget levels listed below.

Horizontal Scaling

Horizontal scaling solutions need more time and work to implement, but they can produce the best outcomes. The key goals of this campaign are to reach new audiences and experiment with fresh ad concepts and offers.

You can’t expect this ad-scaling method to help every account in the real world. This strategy necessitates a few tests to determine whether it performs better and delivers a higher return on your ad budget.

Here are some recommendations to help you get started with horizontal scaling. First, most Facebook advertisers discover that their audiences have a budget ceiling above, increasing spending and increasing cost per conversion. That is why you must conduct experiments to determine how high you can set your budget without significantly affecting your cost per conversion.

Conversion Tunnel Strategy

Automation is the most successful approach for improving the reach of Facebook ads. To make effective use of them, you must first establish a strategy. By selecting high and low thresholds for your essential KPIs, you’ll be able to construct an enclosed “tunnel” for your advertising to perform with the Conversions Tunnel approach. You never change any other parameters to prevent those critical metric numbers from seeping out of the tunnel.

First, you will utilize automatic algorithms to raise the bid on advertisements that have a too low request, preventing them from being delivered. Following that, you’ll use an automated rule to cut the offer on ads that are delivering but not producing any results.

Campaign Budget Optimization (CBO), a new technique for managing ad set expenditures, allows you to collect your ad set budgets automatically. If you don’t control the budget at the ad set level, Facebook will allocate the budget you designate for your CBO campaign among the best-performing ad sets. To activate CBO, create a new campaign or start it for an existing one in campaign settings, as seen in the figure below.

Metrics You Should Check While Scaling on Facebook Ads

Metrics You Should Check While Scaling on Facebook Ads

To determine if your efforts are successful or not, you must first decide which key performance indicators (KPIs) you will use. It is critical to monitor your KPIs as you scale to determine how well your ads are doing. You must have a method for measuring your success. Here’s a quick review of the most important subjects to be aware of.

ROI (Return On Investment)

The primary goal of every campaign strategy is to get more money out of it than you put in. As a result, for most businesses, the essential statistic of advertising performance is ROI.

Divide your ad income by your ad cost to determine the ROI of your ad spend. Your ROI, or return on investment, is the profit generated by advertising about that advertising cost. The ROAS focuses primarily on the direct returns from your ad budget, whereas the ROI may take additional expenditures and revenues into account.

Several of our clients use more advanced methods of calculating profitability. They might be willing to take a loss or even a break-even threshold on the initial sale if they know they’ll profit from subsequent sales. Instead of tracking the return on ad spending for individual campaigns, they concentrate on their companies’ overall profit margin once all expenditures are accounted for. Which of these you choose to focus on and your goal ROI/ROAS will determine what you want to achieve and how much money you want to make.

CPA (Cost Per Acquisition)

Another critical metric to track is the cost of acquiring a new client or lead. Setting a limit or target cost per acquisition (CPA) for your ad account is critical for tracking your advertising success over time.

It may be challenging to select an appropriate CPA target. To gain a feel of what’s expected of you, combine your account’s previous accomplishments with industry benchmarks. Setting a goal that is both attainable and attainable is critical. Remember that once you’ve fulfilled your initial objective, you can always modify it.

If you are already running ads with a CPA of $25, you should not set your goal cost per acquisition (CPA) for a new campaign at $15 (This assumes your campaigns are already well-managed and your CPA is optimal.) Depending on the aims of your campaign, your cost per click (CPC) or cost per thousand views (CPV) may also be relevant metrics to consider (CPM).

Bids & CPMs

The more relevant an ad is to the viewer, the more effective it is. By displaying relevant adverts, Facebook’s auction system aims to help deliver high-quality experiences for users. A high-quality ad will outperform a low-quality ad in the auction, but it will cost more and provide fewer results.

Facebook has a quality ranking algorithm to determine how your advertising compares to that of your competitors. Using the platform’s ad relevance diagnostics, advertisers can identify ads that aren’t working as well as they should. When consumers see or hide your advertising, Facebook checks for low-quality components in them, such as sensationalized language, engagement bait, or concealing information.

The quality score of your ad may be seen in the Ads section of Facebook Ads Manager. Facebook’s former Relevance score metric, replaced by three new metrics, has been replaced by further measurements.


You’ve begun to notice results from your Facebook advertising campaigns, and you’d like to scale up your efforts. What is the best strategy to scale your Facebook ads?

When you have a limited budget and many audiences to build, which requires a significant amount of time and work. You’ll need to run a few tests to determine if your organization is ready to scale or not. Open your targeting and determine how much you can spend before your cost per lead increases due to scaling. We hope now you know how to scale Facebook ads?

One more important thing, when increasing the scale of your Facebook marketing efforts, keep an eye on your data. Evaluate every aspect as mentioned above.

Leave a Reply