Does your Facebook ad performance crash when you increase the budget? There’s nothing worse than seeing a high-performing ad die. Here are 5 rules to Facebook ad scaling while improving your ROI. 

Facebook ad scaling is one of the biggest challenges online course, and membership site owners face with Facebook ads. You finally have an ad that’s performing, you up the budget, and when you check back, the performance has plummeted. Here’s what to do instead.

How to scale your ads Rule 1 

Never mess with a performing ad or ad set

Incremental budget increases are fine but big jumps could kill your performance. Instead, duplicate the ad set with an increased budget. No matter what happens, at least you’ve protected the winning ad.

How to scale your ads Rule 2

Test with ABO, Scale with CBO

When testing audiences and creative, use ABO or Ad Set Budget Optimization. When you want to scale, move the winning creative and audiences into a CBO or Advantage Campaign Budget.

How to scale your ads Rule 3 

Your ads will fatigue quicker

Your ad creative and copy will fatigue quicker when scaling. Stay ahead of the game by constantly testing and refreshing your ad visuals and copy to keep your audience engaged and your campaigns profitable.

How to scale your ads Rule 4

Use horizontal and vertical scaling

Use a mix of the two scaling strategies. Horizontal scaling means selecting new audiences for your ads, creating more opportunities to spend your budget. Vertical scaling involves increasing your ad spend while keeping the same target audience. 

How to scale your ads Rule 5

Your offer is key

Your offer may convert in a corner of your market. That doesn’t mean it’s going to appeal at scale. The biggest scaling challenges I’ve helped my clients overcome have involved optimizing the offer. This is the 20% that will get you 80% of your results.

Follow these 5 Rules for Scaling Facebook Ad Campaigns and you’ll be well on your way to a profitable and rewarding online business.  Don’t forget to test, test, test! Try out different ad formats, copy, and visuals to see what resonates best with your audience.