How To Properly Scale Up a Facebook Ad Campaign 101


Here’s how to increase your budget without losing the ROI.

Anyone who’s run a successful campaign knows how addicting it is to see those first few conversions come in from an ad. Even if you have run a not-so-successful campaign and you’re a complete beginner you’ve most likely still got some results because Facebook is just that powerful.

types of correlation

So the question is, how do we go from a 2x ROI to a 10x ROI without completely breaking our funnel and losing money?

The first thing we have to learn is that Facebook ads is non-linear.

This means that just because you put in $10 and get out $20 doesn’t necessarily mean that if you put in $100 you’ll get out $200 on the same campaign. You could put in $1,000 and get out $30,000 or you could lose it all.

The good news is that it’s not random. There is a predictable way to get the kind of ROI we're looking for as we increase our budget.


Here's how we scale the winning ads


Focusing on ad level, determine which creative (image, video or carousel) performs the best. Observe this progress after 4 days of running. No less. Do not make changes before that. I know you might want to, especially if you are spending a big budget, having days where you're not getting results can be stressful. A good rule is to never play with money that you wouldn't starve if you lost. And I use the word starve because if you're really going to grow your business and scale you need to be ALL IN in Facebook ads. It's no longer a luxury, it's a necessity.

Look at Click Through Rate (CTR), Cost Per Result, conversions and cost per conversions on each top performing ad. Start by pausing the losing ads inside the ad set first. If an ad set doesn’t improve after 48 hours, pause it. Completely DELETE ad sets with zero results, you don't want this bad data in your campaign, it doesn't have a purpose.


Pro Tip: Pausing ad sets keeps the data and allows Facebook to optimize from the losers. Deleting will get rid of outliers and allows you to lose the data and clean the ‘house’.

Next, duplicate the winning ad sets. DO NOT UNDER ANY CIRCUMSTANCES CHANGE A WINNING AD SET. This will cause you to reset the initial conditions (more on this in a second) and start over.


In the NEW ad set increase the budget by $1 or $2 and increase or decrease the age of your audience by 1 year. This will cause Facebook to reset the initial conditions from your audience.

For example, let's say we have an ad set targeting an audience 30-65+ and spending $50 per day, which is performing above standard. When we duplicate it, you'll increase/decrease the budget to $51 or $49 and increase/decrease the age to 32-65+ or 29-65+. The amount you increase/decrease by is not important. What is important is that we trick the algorithm into thinking we have a new audience and ad set. This how we are able to go from spending $50 a day on an ad set to $100 per day - doubling our budget without losing results.

Initial conditions

initial conditions diagram

Initial Conditions takes place in the first 4 days when out of the 1 million person audience you've built, Facebook will determine who is your prime audience and narrow down and deliver to 300,000-500,000 people. This is who actually sees your ad. It is determined by the people that click, take action, and convert on your ad. After 4 days Facebook has enough data to go out and find those people or not.

Adjusting the age and budget when you duplicate will reset this narrowed audience by tricking the Facebook A.I. into thinking that this is a brand new audience and start over finding the right people, this time, you already know you have a winning combination of audience + offer + creative.


When duplicating an ad set, you can also Spice in new variables to the ad set when you duplicate it. These can be different images/creatives, ad copy or call to action button. This will allow you to have an unlimited amount of variables when scaling. Again, Do NOT EVER make changes to a winning ad set. Once you have a winner leave it alone. This is how we limit he downside and scale to infinity.

After you find a winner, you have to try and beat it. This is the mission. Once you think you have the best performing ad, you've lost as a marketer. Good luck!