Social Media

When to Scale Facebook Ads

When starting to run Facebook ads, many businesses create small-scale Facebook Ad campaigns to test their audience before making a large investment.

When starting to run Facebook ads, many businesses create small-scale Facebook Ad campaigns to test their audience before making a large investment. Following that trend demonstrates best practice and is usually where we recommend you start. You should always learn as much as you can about your campaign, audience, and results before deciding to throw money at any ad.

When you identify what is working and want to increase the results you are bringing in, where do you start? As we decide to scale budgets, we focus on the three following areas:

  1. Increase budgets on well-performing campaigns.
  2. Expand audience size.
  3. Create new ad variations.

The obvious solution to scaling ad budgets successfully is to capitalize on campaigns that have already proven to provide results for your business. When analyzing campaigns, look for trends and patterns within your ad account to make sure that these results are sustainable. It is important to show constraint and not grow your budget too big, too fast.  

When deciding to increase budgets on a campaign, we usually recommend starting at 20% and continuing to scale if it makes sense to do so. Be smart about your budgets, if you want to maintain a steady ROAS, then you need to start small.

After you increase your ad spend, monitor the campaign very closely. If you notice that you are seeing a decline in your ad results, you may want to bring the budget back to where it originally was and use another strategy.


Expanding audience sizes has proven to be a very valuable technique when you want to reach more people and find different customers. If your ads were shown to the same target audience for a long period of time, you may experience something called “ad fatigue” which means your ads are being shown too often. If you reach this point, it’s time to switch it up. A great way to tell if you might be experiencing this is if you get a message in the ad set section of your account that says “Learning Limited.”

So how do you expand? Well, there are many different options that Facebook gives you to reach more people. A few are listed below:

  1. Use lookalike audiences. Facebook will auto-generate people that are similar to your current customers.
  2. Use interest-based targeting. Find out what your customers interact with and target using those interests. (We have a blog post that shows you how to best find your audience, you can check that out here.)
  3. Change the objective of your campaign. Odds are, you could reach a lot more people if you changed what the goal of your ads are. This, of course, is something you should think about, your objective should always align with your goals. If you want to learn more about objectives and which is best for you, click here.

Another way to scale your campaigns is to continually improve your ads. Facebook offers many different variations of ads that you can choose from. It is all about finding what works best for your business. You can test the following and see which provides the most results:

  1. Single Image Ads
  2. Video Ads
  3. Carousel Ads
  4. Instant Experience
  5. Dynamic Creative Ads
  6. Catalog Ads
  7. Poll Ads
  8. Story Optimized Ads

Always be sure to test before deciding to increase your budget. You may find that videos work better than images, so you could decide to scale your video ads. You might see that a certain ad type does NOT work well with your customers, simply change it up and use what works. This part of scaling requires a lot of testing and creativity.


It takes a while to get moving with Facebook ads. Sometimes it seems impossible to scale the current performance of your ads. You won’t be able to double your budget overnight, but start small and focus on the long term growth goals of your business.

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