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Scaling your Facebook ads campaign or note out one of the most hectic and difficult tasks. I have been in this industry for almost 6 years now, and one thing I know if scaling your ad campaigns requires a lot of patience and a good strategy to get better results.
If the strategies you have created are not in place then there are great chance that your campaign scaling can fail and lead to a waste of ad spending.
Well, you don’t have to worry, this blog will give you the exact pathway on how you can scale your ads and generate great profits from it.
Now let’s start from the basics, the first strategy of scaling that I am going to talk about is horizontal scaling.
Don’t get frightened off just by the term, horizontal scaling basically means finding a new audience to target and broadening your campaign targeting.
So in horizontal scaling, we basically multiply our ad sets or campaigns or ad creative so that we can reach our new target audience.Now, this is really a theoretical meaning. Let’s understand how do you practically implement this in your Facebook ads manager.
1. Finding Ad Targeting And Ad Creatives
The first step in horizontal scaling if to find a winning, ad set, and winning ad creative. Firstly, create different ad sets with different targeting. Now you need to keep running these ad sets for at least 6 to 7 days. Finally, measure which ad targeting is giving you the best results, that is your winning targeting campaign.
The same process you need to apply with ad creatives. Duplicate your current winning ad set and add different- different ad creatives in each ad set. Now keep these duplicates running for almost 5 to 6 days, you will see which ad creative is performing with your winning ad targeting.
Once you have found the winning, targeting, and creative, you can scale it like a pro.2. Creating Different Ad Sets
The second strategy when it comes to horizontal scaling is to duplicate, your winning advertising campaigns. What do you need to do here if first figure out from the first step which campaign is giving you the best result?
After that, you can duplicate that exact campaign, and use different targeting in each campaign.
This way you will have your winning campaign with you, but that will be targeting a different sector of the audience, this way you will be able to reach more people and ultimately scale it to get better results.
Pro tip: this thing will not happen if you don’t have your audience, persona beforehand. Suppose one of your advertising campaigns is performing really well and after 2 to 3 months, it gets saturated. What will you do then?That’s why it’s really important to keep finding multiple targeting options so that if one of your campaigns gets saturated, you will have different targeting pools that you can target immediately and keep getting results.
Now you might be wondering if I just keep testing, multiple targeting options and keep testing different-different campaigns, won’t I lose a lot of money?
The answer is yes and no! Targeting your campaigns and audience is really really important when it comes to Facebook ads.
And it’s really important to learn advanced strategies to get better results as well. I have created an e-book on Facebook ads where I have talked about all these things in details. If you want to access the course you can find the link below:
If you don’t want to test your audience, the best thing you can do is to scale your advertising campaigns with a lookalike audience. Here you give Facebook data of your previous customers and tell it to find similar audience who has same behaviours, interests and demography. If you want to learn how to create a lookalike audience, you can watch the video below.
So once you have found your winning ad campaign, you can test it with different lookalike audience, like 1%, 2%, 3% and more. If you think any of these audiences is giving you results, you can scale it in the future.
Why this method?
It’s pretty obvious, hear you don’t play with your ad budget, you test your audience which helps you save your budget a lot . But if you are new to running Facebook ads, you should not just use the strategy to scale your campaign, because it could be a little risky.
That’s when vertical scaling comes into play.
Vertical scaling is exactly the opposite of horizontal scaling, in theoretical terms, you don’t play with your targeting rather you optimize your budget.
Suppose you have a really good winning campaign with you, you can increase the budget of that campaign so that you can scale it . But again, this is all theoretical, let’s get practical and understand how you can implement this strategy in Facebook ads manager.
Also, I keep giving in-depth insights on digital marketing in my news letter, make sure you join the newsletter because it’s free!!
1. Increasing Budget
Suppose you have a really good campaign with you. It’s consistently giving you results, and now you want or expect more results from that campaign.
In such situations, you can increase the budget of that campaign so that it can deliver better results. Now let’s take another example, suppose that campaign you have been running had a daily budget of Rs.500, it doesn’t mean that you will out of nowhere increase the budget to Rs.5000. That’s stupidity! And that will ruin your ad campaign.
So what you can actually do is increase your budget gradually, like 10 to 20%, every 3-4 days. Because when you increase your budget to a very high level, the algorithm will not take it as a good signal and might harm your well performing campaign.This is by far the most used and the best strategy to scale your winning campaign
2. Testing Campaigns With Budget
Suppose you have a winning campaign with you, you increase the budget of the campaign and see that the campaign is not performing well and not delivery like it used to do.
In such situations are usually suggest not to hamper the current campaign that is performing well for you. Here’s what you can do instead:
Suppose I have a campaign named C1, and it’s consistently giving me really good conversions. What I will do if create duplicates of the exact same campaign let’s say D1 and D2.
This way I am not hampering my original campaign and I am still able to test whether vertical scaling will give me better Results are not. If you think any of your campaigns or not performing well, you can pause it anytime. Still, you need to make sure to give each of your campaign 3 to 4 days so that it can perform.
Now C1 campaign had a budget of Rs.500, I will keep it running as it is. Instead, I will increase the budget in the duplicated campaigns which is D1 and D2. For example, I give D1 a budget of Rs. 1000 and to a budget of Rs.1500.
Why does It work?
If you certainly increase the budget of your campaign, there are great chances that the algorithm will take it again to the learning phase. And once you’re ad returns to the learning phase, it will take time to come back from that and in vertical scaling you don’t have to worry about finding different target audience, you can rather focus on optimising the budget so you can target your current audience more effectively..
I never suggest someone to just use vertical scaling or horizontal scale If you want to genuinely scale your ad, you can do it with a mixture of both. Here’s how you can do it:
Firstly, I have mentioned test your ad campaigns and see which targeting and add creative are performing for you the best.
Next, once you have a winning at campaign, create multiple duplicates of the same campaign and increase 10 to 20% budget on each duplicate.So when you have scaled using vertical scaling, you can keep testing different audience sections so that whenever your ad campaign stop performing, you can implement the exact same strategy on to your next campaign.
I hope this article helps you understand how you can scale your ads in Facebook ads. If you need or want to learn more about digital marketing in-depth, make sure you subscribe me on YouTube and follow me on Instagram.And if you have any queries, you can mail me at damini@wincible.com
ALSO READ: Facebook Ads Audience Targeting In 2025
DAMINI TRIPATHI
Damini Tripathi, rocking the digital marketing scene for 5 awesome years. Started from scratch, now running my digital marketing agency and creating cool content too. She has been one of the fastest-growing digital marketers on the internet. Damini has also scaled multiple clients from ZERO —> HERO.