Scaling Meta ads campaigns? Read this first

scaling meta ads
scaling meta ads

Are you struggling to scale your Facebook Ads? One may have already launched various meta ads and gotten a solid return on ad spend but they can still be itching to learn more ways to expand the business. Scaling Meta ads can enhance your advertising multifold.

What are Scaling Meta ads?

To maximize the returns on your high-performing ad campaigns, scaling is done. It enhances these campaigns and generates more sales. It is done by making a few adjustments like increasing ad spending, targeting a more high-performing audience, or working on creative content. The main goal is to get more sales and leads out of the already active well-performing campaign.

Different types of scaling Meta ads:-

Vertical Scaling

You simply need to increase the ad budget daily. This way Facebook algorithm gets enough time to increase ad spending and optimize ad delivery.

Horizontal Scaling

In this method, you make changes like increasing the target audience, editing your creative or increasing ad sets. With trial and error, long-term results and a strong ad account structure are achieved.

When should brands start scaling Meta ads?

Once your Facebook ad campaign starts getting you a return, you can think of scaling them. But not all ads have the potential worth scaling. Important is that an ad campaign has a positive return on ad spend (ROAS).

It is advised that a Facebook ad needs to be run for at least 3 or 4 days before checking that it’s worth. This is the time required for Facebook to optimize ad delivery for good returns. Avoid editing in this phase as it will reset the Facebook algorithm.

How to scale meta ads? Tips to increase sales

  1. Campaign Budget Optimization

Select the campaign budget optimization option and set a budget for your ad campaign. Facebook will handle the rest by distributing the budget amongst the high-performing ad sets. However, this option is not preferable if you are running a few campaigns and testing large audience groups.

  1. Increase Ad Spend Gradually

At times, increasing the budget can lead to a decline in performance or cost per result. You need to monitor your ROAS; it helps you analyze the performance of your ads. It enables you to decide whether it’s worth it to increase ad spending. If ROAS decreases, you need to rethink the budget. Increase the budget at an incremental rate and compare results to check when the performance is declining.

  1. Target a Broad Audience

Being super specific with your audience may seem good, but it’s not. Sometimes the audience can be too small, specific, or wrong. You need to use Facebook’s in-built A/B testing to check broad audiences and find a suitable audience for you. Test creatives (variable graphic, copy, or videos) to check which audience responds well to your business.

  1. Introduce Lookalike Audiences

Lookalike audiences help you reach out to people genuinely interested in your services and products. It will help you increase performance and reduce cost per result. As soon as a valuable audience source is created like Facebook Pixel activity, start using lookalike audiences.

  1. Learning Phase

While running campaigns and testing, you will get losers and winners. Once you’ve found out the best combination of visuals and texts. Replicate these high-performing and use them in a new ad campaign to ensure regular results. And here’s what to do with underperforming ads, run those ads again and identify the issues. With trial and error, you can improve it.

Case Study

Here is a case where an app increased its ad spend from $0 to $43,000 on Instagram and Facebook. They aimed to get a large number of installs during an upcoming holiday crucial for customer acquisition and annual revenue. CPI- cost per install was a very important consideration here.

Summary- 1-30 Days


Number of campaigns-21

Ad Sets-63

Variations of Ads-12


No. of installs-7044

Ad Spend value- $9,821

CPI value- $1.39

Identified top 3 creative variations

Identified 15 core audiences

Effective cost-cap bid strategy analyzed

Summary 31-60 Days

Once top bid strategy, audience and, creative were identified, we increased the ad spend. We spent $950 with 3 campaigns, 5 audiences, and 3 top ad variations. Daily we increased the budget and on the 45th day, we already crossed $2,000/day. Thus our initial learning was complete.

Scaling Meta ad campaigns means ensuring positive returns while increasing your daily ad spend on high-performing campaigns. If you follow the tips given above with a little trial and error, you would be navigating your way through Facebook ad manager like a pro!


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