2 Awesome Methods For Scaling Facebook Ads

We have detailed two unique methods for anyone interested in scaling Facebook ads like a pro. No. 2 is our fav! Find out why...

Managing ads for business growth on Facebook is not easy at all. To that effect, scaling Facebook ads or advertisement on any other network is essential to business growth.

Marketers, especially the ones on Facebook these days, you constantly adapt to new strategies and tactics for changes in the Ads Manager, custom rule options, and campaign budget optimization. Still, these individuals consistently have to innovate their ad research and placement techniques.

It’s an endless chain of introducing triumphant campaigns and battling ad weariness.

The more time you spend on scaling Facebook ads, the more impossible the task becomes –a mere illusion in your head.

We will show you two proven methods for scaling Facebook ads, so that you can grow your online business without overspending.

Before we get started, don’t forget to skim through the official Facebook Ad Targeting ideas guide. This guide sheds lights on different ways to understand marketers’ target audience, their niche requirements and so on.

The two different aspects of Facebook ads scaling that we’ll be covering in this post discussed further below.

Are Your Facebook Ads Campaigns Profitable?

It’s understood that your only prefer jacking up campaigns with a high ROI (return on investment). It’s a no-brainer; scaling up your non-profitable ads will result in pecuniary loss —a time wastage effort. On the other hand, adjusting high-ROI ads grows business revenue.

One of the simplest ways to fathom if your Facebook ads campaign is remunerative is to correlate the cost-per-acquisition (CAC) of a user acquired through a marketing channel to these users’ average lifetime value (LTV).


It is recommended to have at least an ROI that weighs 20% positive before one starts scaling the Facebook ads campaign.

Takeaway: Before scaling up ad campaigns, it is vital to confirm that the ads have a positive ROI

To what extent do you want to scale your Facebook Ads

Depending on the capacity of your ad budget and how much you want to increase results, you can create a strategy befitting scalability.

Even if you’re planning to boost your ad budget from $200 to $1000 or from $5,000 to $20,000, it is not an excellent conscious, should it be done via Ads manager; adding 6x budget to an existing ad campaign.

Instead, what can be done before scaling Facebook ads spending:

  • Work out the extra budget you’re willing to spend on your campaigns
  • Determine the present ROI of your Facebook ad campaigns
  • Enumerate the different results you expect to get for that extra budget
  • Define a strategy for scaling up ads campaign over a set week or month

While scaling the ads budget, either one of the following two things can occur:

1. Cost-per-Result (CPR) Inflation

If you scale your spending too fast without using the right tactics to expand your target audience and improve your results.

2. Cost-per-Result (CPR) Will Shrink

This will arise if, by intensifying the results, you give Facebook algorithm more data to enhance your ad delivery. So, hefty spending can lower your CPAs.

To ensure the outcome will improve and won’t take a toll, follow these proven methods for successfully scaling Facebook ads results.

Scaling Facebook Ads Like a Pro With These Two Methods

1. Scaling Facebook Ads Allowance

Usually, the cheesiest and quickest way to scale online ad campaigns is to adjust their budget. More the budget, more reach equals more results.

Undoubtedly, budget inflation produces more results at a higher cost. This should not be your approach. Go through the suggestions below to ensure your CPR won’t fly off the roof when supplementing your ad campaigns with an extra budget.

  • Raise your current campaigns’ budget

There are multiple ways to estimate whether increasing your Facebook ads campaign allowance will bring more conversions to the table or only boost the cost-per0result (CPR).

For instance, you can audit the prevalence of your ad campaign: navigate to Facebook Ads Manager, but the reporting period to the past 30 days, choose “Delivery” report, and review the frequency per ad campaign.

A frequency lower than 3 points indicates that you have room to scale the campaign budget. A frequency in-between 3-6 points is a sign of getting more results when adding in more funding, but not to forget, CPR will be higher.

A frequency higher than 6 points is a red flag. You will reach the same people a lot more times, affecting the conversion rate.

If your current ad campaigns have a high frequency, you should focus on other strategies like extending your target audience or bringing new ways to innovate your ad sets. On the other hand, if the frequency is low and you want to scale your budget, it would be wise to follow the following approach.

  • Gradually increase your ad campaign budget

When showering your campaigns with the extra budget, you have two options:

a) Take the risk by going all-in with the budget and hoping for a sudden increase in cost-per-result (CPR).

b) Take baby steps; add extra budget gradually, not confusing Facebook algorithms.

To start seeing results, you need to wait at least 48 hours every time a change is introduced to the campaign due to the learning phase of Facebook algorithms.

To have your ad sets for the learning phase, you should:

a) Hold on to editing your ad set until it’s out of the learning phase

b) Bypass unnecessary changes

c) Abstain from unrealistic budgets

To ensure that ad campaigns’ learning phase succeeds, pour extra budget in 20% increments.

Whenever you supplement the budget by small increments, the change won’t affect the ad set, and the algorithms absorb most of the data attained from the initial phases of the campaign.

Ad delivery will de-stabilize if the budget is increased rapidly, leading to a decrease in ROI.

  • Switch to automated rule to automate budget increase

So, you prefer a slow-and-steady increase approach to ad budget but don’t have the time to keep tabs on the Ads Manager daily?

Worry not, as I have a pro-level hack to automate the ad budget process, and this can all be done in the Ads Manager dashboard.

By using the automated rules, you have the power to increment the budget automatically by x% when an ad set meets certain conditions.

For instance, you can introduce the following rule:

a) IF an ad sets CPR in the past 4 days as $x

b) And IF the ad set delivered at least 35 conversions in the past 4 days

c) Then supplement the ad set budget by 20%

d) Do not exceed the daily budget by $x

e) Run the process after every week.

Most importantly, do not forget to set the daily budget cap in the automation rules; otherwise, you might end up with expenses you were not expecting.

2. Scaling Facebook Ads Target Audience

Whenever you try showing your ad to an audience that doesn’t find it interesting or relevant, they won’t bother to check it out or convert.

Let’s take a closer look at how you can efficiently scale Facebook ads to reach more people interested in your offers.

  • Increase your audience size by widening interest-based targeting

By now, it must’ve occurred to you that the reason for increasing cost-per-unit might be the Facebook ad occurrence.

A higher ad occurrence rate means the audience has already seen the ad too many times. Supplementing that ad campaign with an extra budget means the same audience will see more of your ads.

Rapid audience growth can be achieved by adding more compatible interests in the Detailed Target Section.

One thing to be aware of is not to narrow down interest-based audience size too much. Small-size custom and Lookalike audiences perform exceptionally well. Consider keeping the size somewhere in-between 20,000 people.

  • Add new Lookalike Audiences

If you don’t know what it does, it’s a way of reaching out to more people with similar interests and activity patterns as your current customers.

And by targeting Lookalike audiences, advertisers can connect with more people interested in their product. Meaning more results at a lower cost.

Now, apply the Lookalike audience feature to your budget scaling process. Either introduce new ad campaigns with Lookalike audience or add new ad sets to current Facebook campaigns and focus on increasing the budget of those campaigns.

From the Audiences section of Ads Manager, Lookalike audiences are set up.

It is recommended to keep it between 1,000 to 50,000 people when it comes to audience size. Why? Simply because the smaller size matches more easily with the source audience. A larger size restricts the similarity level between Lookalike and the source.

For an in-depth study of Lookalike Audience, do not hesitate to check this out.

  • Broaden up your Lookalike Audiences

After you’ve started scaling Facebook ads, you exhausting your high-performing (1% – 3%) Lookalike audiences.

However, there is a way around it to help you secure more profit from Lookalikes.

a) Once you have exhausted the top-level audience, expand the bar to 10% Lookalikes to reach more customers.

b) Extend your Lookalike audiences from top buyers to shopping cart abandoners and blog readers.

  • Try targeting a wider audience

If you’re heavy on the budget and your end goal is to scale ad budget 10x, you cannot limit yourself to Small Custom and Lookalike audiences.

One of the things to experiment with is going deep with targeting, concentrating only on the location and demographics-based targeting.

Let’s say you’re looking to sell a product to the UK market. In this instance, you only need to target people in the UK aged between 18-and 60.

There are no Lookalike or interest-based audiences here, just an ad set with a potential reach of 1,000,00+ people.

This strategy best works for marketers who have products in stock that unquestionably anyone can buy.

  • Reach out to new locations

So far, we have covered a LOT today, and this is the last trick we have for you.

If you’re new in the market and just started getting attention, it won’t hurt to widen your reach by targeting additional markets.

We have two different approaches to assessing new advertising markets.

a) Either choose markets based on the data and know-how and set up new Facebook ad campaigns for those countries.

b) Or run a global campaign targeting 4-10 countries and examine which countries respond best to your ads.

What's Your Intake On Scaling Facebook Ads?

The big question now is, are you ready to scale your Facebook ads?

It’s a lot to take in altogether. We understand that figuring out advertising schemes on Facebook can get confusing at times without a solid understanding of the platform’s campaigns, their ROI etc.

If you’re just getting started with scaling up your budget, then do it gradually to achieve desired results without losing positive ROI. Remember, Rome wasn’t built in a day; it will take time to reach those desired results.

Having said that, what’s your opinion on advertising on Facebook? We’d love to hear from you. Feel free to write to us or post your thoughts in the comments section below.

Our blog

Related blogs

Tools and strategies modern teams need to help their companies grow.