Advanced Scaling Strategies
Scaling helps grow winning campaigns without overspending or losing performance.
When to scale:
- ROAS above 2.0;
- CPA (Cost per Lead/Acquisition) within goal (e.g., <$1);
- CTR above 1%.
Start with vertical scaling by increasing your daily budget by 20β30% every few days. For example, if you're spending $5/day, raise it to around $6.50 and monitor results. If performance stays good, keep scaling. If costs go up or leads drop, pause and rework your targeting or ad creative.
Also, watch for ad fatigue. If your CTR drops or your ad frequency goes above 3.5, it's a sign that people are seeing your ad too often. Refresh your creative by changing the video, headline, or approach to keep it engaging.
Next comes horizontal scaling. This means duplicating your best-performing ad set and targeting new audiences. For instance, if your current audience is young musicians, try targeting music producers, indie label owners, or fans of independent artists. This way, you expand without relying on just one group.
To make scaling even smarter, use Campaign Budget Optimization (CBO) / Advantage Plus (as Meta is calling it now). Set a total budget (like $30/day) and let Meta automatically distribute the money to the best-performing ad sets.
Scaling is about smart moves, not just spending more. Always monitor your key metrics like CPA, CTR, and ROAS, adjust when needed, and keep testing new audiences and creatives.
So, for example:
- Start at $5/day;
- After 5 days, if it worked, increase to $6.50/day;
- Duplicate the ad set and target another audience;
- Add a new ad creative highlighting a different pain point;
- If you want, Shift to CBO / Advantage Plus once you're managing 3+ ad sets.
Scaling is not a one-size-fits-all formula. What works in one campaign might not work in another. Treat the steps above as a framework, not strict rules. Always adapt to your unique results, test carefully, and avoid simply copying numbers without checking if they fit your situation.
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Scaling helps grow winning campaigns without overspending or losing performance.
When to scale:
- ROAS above 2.0;
- CPA (Cost per Lead/Acquisition) within goal (e.g., <$1);
- CTR above 1%.
Start with vertical scaling by increasing your daily budget by 20β30% every few days. For example, if you're spending $5/day, raise it to around $6.50 and monitor results. If performance stays good, keep scaling. If costs go up or leads drop, pause and rework your targeting or ad creative.
Also, watch for ad fatigue. If your CTR drops or your ad frequency goes above 3.5, it's a sign that people are seeing your ad too often. Refresh your creative by changing the video, headline, or approach to keep it engaging.
Next comes horizontal scaling. This means duplicating your best-performing ad set and targeting new audiences. For instance, if your current audience is young musicians, try targeting music producers, indie label owners, or fans of independent artists. This way, you expand without relying on just one group.
To make scaling even smarter, use Campaign Budget Optimization (CBO) / Advantage Plus (as Meta is calling it now). Set a total budget (like $30/day) and let Meta automatically distribute the money to the best-performing ad sets.
Scaling is about smart moves, not just spending more. Always monitor your key metrics like CPA, CTR, and ROAS, adjust when needed, and keep testing new audiences and creatives.
So, for example:
- Start at $5/day;
- After 5 days, if it worked, increase to $6.50/day;
- Duplicate the ad set and target another audience;
- Add a new ad creative highlighting a different pain point;
- If you want, Shift to CBO / Advantage Plus once you're managing 3+ ad sets.
Scaling is not a one-size-fits-all formula. What works in one campaign might not work in another. Treat the steps above as a framework, not strict rules. Always adapt to your unique results, test carefully, and avoid simply copying numbers without checking if they fit your situation.
Thanks for your feedback!
