Scaling an ad campaign means increasing your budget and reach to get more conversions and revenue. However, if done incorrectly, scaling can lead to higher costs, lower ROI, and wasted budget.
Many advertisers make the mistake of scaling too fast, which often results in increased ad costs without improving results. The key is to scale strategically while maintaining (or even improving) your return on ad spend (ROAS).
In this guide, you’ll learn the best methods to scale your ad campaigns profitably on platforms like Facebook Ads and Google Ads.
1. When Should You Scale an Ad Campaign?
Before scaling, you need to ensure your campaign is already profitable and optimized. Look for these signals:
– Consistently Positive ROAS – Your campaign is bringing in more revenue than the ad spend.
– Stable or Improving Cost-Per-Acquisition (CPA) – Your cost per conversion is not increasing.
– Sufficient Audience Size – There are enough potential customers left to target.
– Winning Ad Creatives – Your ads are still performing well after 7-14 days.
Pro Tip:
Never scale an ad campaign that is not already profitable—fix any issues before increasing the budget.
2. The Two Main Ways to Scale an Ad Campaign
There are two primary methods to scale ads:
A. Vertical Scaling (Increasing Budget on Winning Ads)
- Gradually increase the budget on successful ads without disrupting performance.
- Best for campaigns that are already converting well.
B. Horizontal Scaling (Expanding to New Audiences & Ad Variations)
- Expands the campaign by testing new audiences, placements, or ad creatives.
- Helps avoid audience fatigue and prevents increased costs over time.
A combination of these two methods is the best way to scale profitably.
3. How to Scale Ads Using Vertical Scaling (Budget Increases)
1: Increase Budget Gradually
- Increase the budget by 10-20% every 48 hours.
- Avoid large budget jumps (e.g., from $50 to $500) to prevent algorithm resets.
2: Use Auto-Bidding Strategies
- In Facebook Ads, switch to “Highest Value” or “Cost Cap” bidding.
- In Google Ads, use Target ROAS or Maximize Conversions.
3: Monitor Key Metrics
- If CPC or CPA starts increasing, reduce the budget and test new audiences.
Pro Tip:
If a campaign stops performing after scaling, try duplicating the ad set with the original budget to “reset” the algorithm.
4. How to Scale Ads Using Horizontal Scaling (New Audiences & Creatives)
1: Expand to Lookalike or Similar Audiences
- In Facebook Ads, create a Lookalike Audience (1-5%) based on past buyers.
- In Google Ads, use Similar Audiences in Display & YouTube Ads.
2: Target New Interests & Behaviors
- If your audience is running out, test new demographics, locations, or interests.
- Example: A fitness brand targeting runners could expand to cyclists or yoga enthusiasts.
3: Test New Ad Creatives
- Avoid ad fatigue by creating fresh images, videos, and copy.
- Try carousel ads, video ads, or story ads if you’ve only used image ads.
Best Practice:
Rotate at least 3-5 different ad creatives per campaign to keep engagement high.
5. Avoiding Common Mistakes When Scaling Ads
Mistake #1: Scaling Too Quickly
- Scaling too fast can cause higher costs and lower performance.
Fix:
– Increase the budget gradually (10-20% every 48 hours).
Mistake #2: Not Testing New Creatives
- The same ad creative will stop performing over time due to audience fatigue.
Fix:
Test new images, videos, and copy every 2 weeks.
Mistake #3: Ignoring Audience Fatigue
- If CTR drops and CPC rises, your audience may be too small or over-targeted.
Fix:
Expand to new interests, Lookalikes, and Similar Audiences.
Mistake #4: Not Monitoring ROAS & CPA
- Scaling should not mean spending more for fewer conversions.
Fix:
Set a Target ROAS or Cost Cap to maintain profitability.
6. Scaling Beyond Facebook & Google Ads: Omnichannel Growth
To scale effectively, use an omnichannel approach by expanding beyond a single ad platform.
Best Multi-Platform Scaling Strategies:
- Facebook + Instagram Ads – Use the same campaign across both platforms.
- Google Ads + YouTube Ads – Retarget YouTube viewers with Display Ads.
- Facebook Retargeting + Email Marketing – Run retargeting ads + email campaigns to abandoned cart users.
Best Practice:
Use a retargeting funnel to stay in front of potential buyers across multiple platforms.
7. Measuring Success: Key Metrics to Track When Scaling
When scaling, watch these key performance indicators (KPIs):
– Return on Ad Spend (ROAS) – Ensures you’re making more than you’re spending.
– Cost Per Acquisition (CPA) – Should remain stable or decrease when scaling.
– Click-Through Rate (CTR) – A drop in CTR may indicate ad fatigue.
– Frequency – If ads are seen too often, switch creatives to avoid burnout.
Best Practice:
If ROAS drops below your breakeven point, pause scaling and re-optimize.
8. Final Scaling Strategy: Automate for Long-Term Growth
Once your campaigns are scaled successfully, automation can help maintain profitability.
– Use Facebook Automated Rules – Set budget increases, bid adjustments, and alerts based on performance.
– Leverage Google Smart Bidding – Switch to Maximize Conversions once you have enough data.
– Automate Retargeting – Set up dynamic retargeting campaigns for cart abandoners and past buyers.
Best Practice:
Use tools like Revealbot or Madgicx to automate Facebook Ads scaling.
Final Thoughts
Scaling an ad campaign is more than just increasing the budget—it requires a strategic approach to ensure long-term profitability.
By gradually increasing budgets, testing new audiences, refreshing creatives, and expanding across multiple platforms, you can grow your campaigns without losing efficiency.
Are you ready to scale your ad campaigns while maintaining profitability?