How to Scale Facebook Ads Without Killing Performance
Two scaling approaches: Vertical scaling (increasing budget on working ad sets — raise by 20% every 3-4 days to avoid resetting the learning phase) and Horizontal scaling (duplicating winning strategies to new audiences, placements, or creative variations). Keys to scaling: never increase budget by
Quick Summary
Two scaling approaches: Vertical scaling (increasing budget on working ad sets — raise by 20% every 3-4 days to avoid resetting the learning phase) and Horizontal scaling (duplicating winning strategies to new audiences, placements, or creative variations). Keys to scaling: never increase budget by more than 20-30% at once, refresh creative before ad fatigue sets in (watch frequency), expand audiences gradually (start with 1% lookalike, then 2-3%, then broader), add new prospecting campaigns alongside scaling winners, and always maintain your retargeting campaigns as a safety net.
Overview
Two scaling approaches: Vertical scaling (increasing budget on working ad sets — raise by 20% every 3-4 days to avoid resetting the learning phase) and Horizontal scaling (duplicating winning strategies to new audiences, placements, or creative variations). Keys to scaling: never increase budget by more than 20-30% at once, refresh creative before ad fatigue sets in (watch frequency), expand audiences gradually (start with 1% lookalike, then 2-3%, then broader), add new prospecting campaigns alongside scaling winners, and always maintain your retargeting campaigns as a safety net.
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