The BEST Way To Scale Facebook Ads in 2024

in this video I'm going to show you the Facebook ad scaling strategy that I used to scale a Facebook ad campaign from $100 per day to over $1,400 per day profitably most advertisers don't know about this Facebook ad scaling strategy but it's a great way to scale without wrecking your Facebook ad results okay let's dive into it okay so to demonstrate this I'm in an example Facebook ad account I'm in ads manager and I've just created a quick example in this case sales campaign but what I'm about to demonstrate can apply to other campaign types

as well so let's assume that this campaign is doing well and this is the one that we want to scale now there are lots of different ways to scale Facebook and Instagram ad campaigns some of them are definitely better than others and this one works really well at allowing you to spend more money without everything going wrong which is what a lot of Facebook advertisers experience when they try and scale they see that their return on that spend falls off their cost per Purchase cost per lead goes to the roof and this technique I'm about

to go through um should avoid that and it has done in a number of cases where we have used it so what I want to do is select the campaign the want to scale just click on the little tick next to it and then go ahead and click this more the little drop down and underneath automated rules I want you to select create a new rule and what we're going to do is we're going to create a automated rule something that happens automatically once we've set it up to scale this campaign in small but regular

increments and you understand more as we go through so I'm just going to go ahead and select custom Rule and then click next now once we get to this stage there are various things that we need to fill out to create this rule so let's start by giving it a name I'm going to go ahead and call this 3% scaling um which to some extent explains what I'm about about to do we will be scaling in 3% increments which I know to some of you will seem like the smallest amount this is crazy what's the

point it will make more sense um as we go through I'm to call this 3% scaling apply the rule too so which campaigns adet Etc do we want this scaling to apply to the one campaign that we've got selected or we can go ahead and change it to different adsets um I would often select all active campaigns assuming we want to scale all campaigns um in an account that's not always the case in which case you can select various different campaigns um instead okay what action do we want to happen what do we want this

rule to actually do turnoff campaigns as default that's not what we want we want to go ahead and select increase daily Budget Buy you can also see there's an option here there's increased lifetime Budget Buy I'm a much bigger fan of daily budgets as opposed to Lifetime budgets I think that gives you more control and flexibility as an Advertiser if for example a campaign is performing really well and you want to scale it which many of you will be in and that's why you're watching this video in the first place um if You' got a

lifetime budget that's going to come to an end it's much more difficult to just carry on from there so daily budgets is usually what I recommend um and we can go ahead and select increased daily budget bu okay so we have options here so the default here is a percentage you can change that to a fixed amount obviously that's coming up in pounds because and based in the UK this ad account is operating in GBP but I'd rather you selected a percentage because it's Dynamic then if you enter in a fixed amount well when your

budget is small that fixed amount might be a reasonable siiz budget increase but if it's a fixed amount and you're spending five times 10 times as much in a few months time and you increase by the same fixed amount you might be increasing the budget by just a tiny tiny uh amount less than 1% let's say so a percentage usually is better because it's going to be dynamic and it will increase by in this case as we've already discussed the 3% that we want to increase by um each time okay then we've got this note

from meta that just says your rule will apply to campaigns that are active at the time the rule runs so it won't apply to inactive campaigns that makes sense and is good and only campaigns with daily budgets can be managed by this rule um we already discussed daily versus lifetime budgets then we've got a maximum daily budget cap and I think it's a good idea to enter in something here because of the way we're setting up this scaling strategy um that it's going to be automated it's going to use automated rules a lot of advertisers

will Implement something like this and then they will use it as a bit of a set it and forget it it's a much more passive scaling strategy and it's just a good idea to set an upper limit just in case you don't uh you forget about it and you end up spending significantly more um than you anticipated now we wouldn't typically do this because we're obviously when we're managing campaigns for clients and stuff we're um in this all the time and and paying very close attention but it is something that you might want to to

set just for for peace of mind so you might want to come in for example and set a 500 in this case pound uh daily budget cap and it's easy to assume that because you're scaling in 3% increments you'll never reach higher budget levels that is not true you can absolutely end up with significantly higher budget levels um and that is because of the next section that I'm going to talk about and that is action frequency so the default is once every 12 hours I think that's slightly too frequent for this uh so we're going

to go with Once daily so basically what's going to happen is once a day this rule will run and the budget will be increased by 3% if certain conditions are matched and that's what we're going to um discuss in a second so you can see how you could start with say a $100 a day budget or you know much small than that could be a $10 a day budget but if you if you run the numbers and you um increase that budget by 3% and the conditions keep being met and it runs every single day

a month two months down the line you spending a lot more money so popping in the The Daily budget cap is a good idea it's also one of the advantages of this scaling strategy is that it doesn't take that long to be spending significantly more but because you're only increasing the budget by 3% each time meta from a machine learning delivery process can cope with that it's not too much of a a shock to the system you're not going to reenter the learning phase and meta is able to handle the what is a relatively small

additional budget and then crack on and and look to get you the best possible results okay so conditions now this is is very very important so we've got all of the following match so cost per result is absolutely fine I would usually go with is smaller than and then whatever number your cost per result needs to be smaller than for your campaigns to be deemed successful so let's say you've got an e-commerce business for example and you need to generate purchases for £25 or less for them to be profitable given what you know about your

average order value Etc okay so the condition here is the cost per result needs to be less than £25 otherwise this rule will not be run that's one of the things I really like about the scaling strategy is we're only going to increase the budget if we are generating good results what's the point in increasing the budget if your ads aren't producing good results for your business now you can see what meta has done is they've automatically added in another rule which is that lifetime Impressions must be over 8,000 I think this is a good

idea because you don't necessarily want um a scaling rule like this to kick in if your campaign is brand new and it's only got a few conversions but they look really cheap it could be misrepresentative data and you don't want the campaign to start spending a lot more before you know that it's working well so I think it's absolutely fine to have that lifetime impressions in there you can of course delete it out if you want now time range is really important the default is maximum I think it's really important to change that I like

to go with the last 3 days so 72-hour window and what the time range refers to is is the time over which meta is going to consider this condition so for example the cost per result needs to be less than £25 in order for the budget to be scaled by 3% but over what time period is it less than £25 over the entire length of the campaign or over 7 days or over 3 days I like a default of 3 days the issue with going with the default which is maximum over the entire length of

the campaign is that if you've had a campaign that's been running for a couple of months the results over the last 3 four 5 7even days could be terrible but the average could still be underneath the £25 cost per purchase in which case this campaign will continue to be scaled even though it's not performing just because a lot of the data from when the campaign was was fresher and newer and there wasn't any AD fatigue Etc um it was performing well so you could end up with a result that you just don't want so I

think it's important to have that that time frame that you're looking at be relatively close to when the scaling will occur so I think last three days including today um is is a good idea as a default if you are operating in a business that has slightly longer um sales Cycles like it takes you longer for um leads to convert or it's a considered purchase or you don't have much conversion volume then going with a longer time frame like the last seven days maybe even the last 14 days including today might be better because of

course you could constantly looking at the last three days of data thinking well my results don't look very good well yeah if the average person takes 5 days to make a purchase decision then of course it's never going to look good if you're looking at yesterday's dat to the day before and today's right so you have to adjust this slightly depending on your business and depending on how long people typically take to make a decision to make a purchase but I I think 3 days um is decent and like I said conversion volume needs to

factor into that as well the more conversions you get the shorter that time range wants to be um the fewer conversions you get the longer that time range wants to be so those two factors playing into it with a default of 3 days let's say Okay schedule when should this rule run so you can rule run as often as possible uh which as you can see there is usually every 3 to 6 minutes um I want to limit this to just once daily as we've selected up here in the action frequency so in the schedule

we're going to go with daily as well so it's between midnight and 1:00 a.m. uh typically some of the quietest times for your ad campaign so if an adjustments going to be made it makes sense to happen um there and it also means you can then look at your data and see um dayby day with the increased budget or the previous uh lower budget and compare those but of course you can go ahead and change that you'll be notified um on Facebook used to be able to add in an email option meta seems to have

gotten rid of that and you can see that the subscriber the the page that's going to be notified when I set up this rule is my Ben Heath page and that's that so we go ahead and click create so that's now all set up we've set up that rule for this campaign so this campaign will be scaled by 3% um as long as it's got more than 8,000 Impressions over its lifetime and the cost per result this is sales campaign so it be set up as cost per purchase um would be the uh conversion event

we purchases so so the cost per purchase is less than £25 over the last 72 hours the last 3 days in order for this to be met if that is met then this rule can be used or or can have an effect once every 24 hours so basically every day we could see 3% and another 3% and another 3% and one of the great things about this setup is that that will only happen if your campaigns are producing the results that you want they're only if they're profitable so you won't keep going up by 3%

if you reach a certain budget level and your results drop off a little bit and your cost per purchase needs to be under £25 but it's in this scenario gone up to 27 28 and the rule simply won't run you won't keep scaling because the campaigns aren't delivering what you need them to do to deliver and all this is going to happen um on autopilot which is fantastic now there is a way to make this scaling strategy a lot smarter and a lot more Dynamic and I'll get to that in a second but before we

do that we need to quickly discuss something and that's the accuracy of the results and the data that you have within your Facebook ad account now for a number of years the data the results that we see within our Facebook account it's not as accurate as we would like it to be and that causes all sorts of problems and if you want to be scaling your Facebook and Instagram ad campaigns you need to be able to see accurately what those campaigns are producing for your business and also what impact that increased budget is having because

if it if you increase a budget and the results drop off that's something you're going to need to adjust if you don't have accurate data within your Facebook ad account you can't make accurate decisions now the solution to this problem is the sponsor of today's video which is hyos hos is the best tracking and distribution software for Facebook and Instagram ads it's a software that all the big players including myself use I use it to track the results I generate from my own ads I also use it for all my organic content as well which

is really useful so someone comes through and books a call for our done for you services for example I can see exactly where they came from with a lot of accuracy and that allows me to make decisions in my business which is really really helpful and let me quickly show you how important this is so I'm in my hos dashboard um I've isolated one of our meta ad campaigns and I created a report for it so we can see the the data and you can take a look at this so this campaign spent just under

£2,000 generated £5,000 in Revenue fantastic that's a really good return on ad spend haros got all sorts of useful information like a split between regular revenue and recurring Revenue um they give you a rows number of 7.7 which is nice include refunds but here's the really important bit reported versus revenue and in this column we can see £12,000 now what that means is that out of the £15,000 that this campaign has actually generated hyos has been able to report on the full 15,000 £12,000 of which meta was not originally able to see so if we're

just looking within our meta account not using hos we would have seen that £3,000 of revenue is generated from this campaign and that is not true at all that is a much much lower roas number than the actual £15,000 of Revenue that was generated now why is this happening well for a number of years now meta's and tracking capabilities have not been as accurate as they once were because all sorts of privacy regulations have come into effect and it's only heading that way it's only becoming more and more difficult to get accurate data and uh

and track our results as we need to be able to do this is a relatively extreme case and the reason why is because meta has a 7-Day maximum attribution window and this is an ad campaign that's retargeting for one of our services that people usually take a lot longer than 7 days to make a decision on so someone clicks on an ad they often won't convert within 7 Days meta simply not able to see that data and that's where Hy Ros comes in not everyone is going to have quite such a discrepancy where 80% or

so of Revenue in this case was not reported but all advertisers have a discrepancy and in fact some advertisers have the opposite instead of Under reporting meta over reports and claims 30 50 80% more results than is actually true the important thing is that you need accurate data and hos takes care of that so if you want to get better results from your Facebook ads without actually having to touch your ads go ahead and sign up to hyos there is a link in the video description okay so how do we make this scaling strategy smarter

like I mentioned previously so we've got a automated rule in to scale the budget if certain conditions are met in other words our results are good but how about adding in another automated rule to decrease the budget if our results aren't good and potentially not good at all we can do that and that's absolutely something that I would recommend you do so way you do that we got The Campaign selected we go ahead and click more create new rule Uh custom rule just like before this time we're going to call this uh 3% decrease I'm

going to apply this to all campaigns just like I did the last time not turn off campaigns in this case instead of increased daily Budget Buy we're going to go ahead and select decreased daily Budget Buy I'm going to use the same 3% so basically we're going to decrease the daily budget by 3% do we want a minimum daily budget flaw so we set the upper limit for we don't want ever want to spend more than £500 a day perhaps we never want to spend less than100 a day this is obviously going to completely vary

on your business and you can go in and and change these is absolutely fine action frequency I want to be the same once daily in this case if cost per result is greater than that's where we want to leave I wouldn't have this as £25 remember £5 was sort of like anything under £25 we're happy with I would leave a bit of a buffer cuz you don't want the budget to either be decreasing increasing every day you want there might be a middle range we're just happy for the budget to stay where it is so

if we're happy for our budget to be scaled if our cost per purchase is lower than £25 perhaps we could say but I really want you to decrease the budget if it's higher than 30 and if it's in the middle then it just stays um the same so we can go ahead and get that added in lifetime impressions uh condition is added in automatically just the same that's absolutely fine time range I'm going to use the same time range so 3 days including today or obviously you could make that longer shorter the same considerations apply

basically match that to whatever you did with the other automated rule going the other way we're going to set a schedule to do this daily notifications are exactly the same and then we can go ahead and click create now what's great about the way we set this up now is that this campaign's budget will be very Dynamic it will increase or decrease according to Performance which is what most advertisers want at the end of the day they're like look I want to spend more if it's really working for me I want to spend less if

it's not working for me and because budget changes do impact results so advertisers typically see better return on ad spends the lower amounts they spend the more and more they spend um their Rass is likely to get worse their cost per conversion is likely to increase that doesn't mean you shouldn't scale by the way it's just something to be aware of that if you spend 10 times as much your cost per purchase is probably going to increase why because you're not just advertising to the hyper responsive within your audience you're advertising to many more people

and there are still plenty of customers to be had but the people that aren't the hyper responsives that you're only advertising to with a small budget and they're not quite as likely to convert when you put an ad in front of them so it's just it's what happens what happens with all advertising channels it's just something um that you need to be aware of but it does mean that if you scale up to a level where you're going ah we're spending too much this campaign isn't profitable we need to bring this budget back down these

two automated rules are going to handle this for you which is absolutely fantastic and like I mentioned earlier 3% doesn't sound like a large amount to be scaling you're thinking the results are good I really want to scale um but actually if you mess around with a compound calculator and you take a a budget and you compound it by 3% daily assuming campaign's doing really well and you keep scaling scaling scaling a few months down the line you're spending way way more um than you were originally so you really do heat reach higher budget levels

now there are of course other ways that you can scale Facebook and Instagram ad campaigns I'm going to quickly touch on some of the other strategies cuz I know this video is going to get tons of comments and people saying what about this and what about this um if I don't so the first would be to scale your campaigns less frequently than potentially daily but do so in large increment so you could scale by say 20% once a week something along those lines and that is a strategy that we will still use I I I

I don't hate that strategy by any means um it does require more attention and and you to be more present the strategy we've been through in this video where you're dynamically increasing the budget or decreasing the budget 3% according to Performance is is something you can forget about to some extent and move on and know that that's going to be taken care of automatically if you want to increase your budget by say 20% increments less frequently once a week for example then you need to be in your ad account because what will often happen is

with a 20% increase because that's a larger percentage increase your return on ad spend will decrease your cost per purchase your cost per lead will increase and you then need to dive into your ad account create new ads produce new creative basically create a better ad campaign to bring your return on ads then back to where you need it to be to bring your cost per conversion back to where you need it to be to then be able to go ahead and scale effectively by scaling in larger increments you are more likely to break things

therefore you need to be on hand to go ahead and fix things if you do want to scale in say 20% increments absolutely make sure that you're not doing that daily that is too fast for most um ad accounts and you will almost certainly break your campaigns and your return on ad spends going to be rubbish and you'll wish you'd never done it in the first place so if you're going to scale frequently smaller increments if you're going to scale SC less frequently you can use larger increments but just be aware that that is the

potential downside the upside to scaling larger increments is that you can of course scale faster if everything's going well and you're on top of things and you're ready to improve things as and when they are needed and replace ads ad fatigue issues and all that sort of stuff the other method that people often use horizontal scaling or the basic version of horizontal scaling I should say where someone will duplicate a campaign or an ads set and they'll run identical copies alongside each other they'll think that campaign's doing really well I'm spend spending $100 a day

on it so I'm just going to duplicate it and run an exactly the same campaign with another $100 a day that is not something I would recommend you're going to end up with all sorts of issues if you do that meta effectively gets confused which campaigns supposed to be entered into the auction uh there are the same ad same adsets same settings how do they optimize properly they compete with each other they confuse things um and that's something that you definitely want to avoid it's fine to have multiple campaigns you're advertising different things or you've

got different campaigns to test different and creative but if it's just a carbon copy as a lot of advertisers do and you just create all these duplicates you're going to run into problems you be much better off increasing the budget within the one existing campaign than uh than taking that approach and of course the absolute easiest and best way to scale your Facebook and Instagram ads is to have my company do it for you we create manage optimize and scale Facebook and Instagram ad campaigns for our clients we'll almost certainly get you much better results

and if you continue to do it yourself and will take all that workload off your hand so if you've going through this stuff thinking scaling seems really complicated I don't want to break it I just want really good results we can do that for you so if you're interested there is a link in the video description down below you can click on that come through to a page on our website where you can book in a free no obligation call with one of my team members to find out more about our services and how we

might be able to help hopefully we get a chance to work together