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Facebook Ads Scaling Guide

This document provides an overview and summary of scaling Facebook ads. It discusses: 1. Key considerations before scaling such as ensuring the product is scalable, having sufficient budget for increased spending, and being prepared for a higher workload. 2. Two scaling strategies - horizontal scaling by duplicating winning ad sets and increasing their budgets, and CBO scaling by placing winning ad sets into a campaign budget optimization structure and adjusting the budget based on metrics. 3. The materials needed are a winning product and a set budget to use for scaling.

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292 views3 pages

Facebook Ads Scaling Guide

This document provides an overview and summary of scaling Facebook ads. It discusses: 1. Key considerations before scaling such as ensuring the product is scalable, having sufficient budget for increased spending, and being prepared for a higher workload. 2. Two scaling strategies - horizontal scaling by duplicating winning ad sets and increasing their budgets, and CBO scaling by placing winning ad sets into a campaign budget optimization structure and adjusting the budget based on metrics. 3. The materials needed are a winning product and a set budget to use for scaling.

Uploaded by

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We take content rights seriously. If you suspect this is your content, claim it here.
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Scaling Facebook Ads 


Lesson Overview 

Teacher​:​ E-Commerce Mentoring 

Overview & Purpose 


This document will give you a quick run-through of what you have been taught today, so 
that you always have the ability to go back and see what has been discussed, should 
you have forgotten it. 

What have been covered 


1. What To Consider Before Scaling. 
2. Scaling Strategies. 

 
1 
 

Materials Needed 
1. A Winning Product. 
2. A Set Budget. 

What To Consider Before Scaling 


A short list of things you need to consider before scaling your Facebook Ads 
● Is this product scalable? 
Not every product scales well or maybe you don’t see a future for this product. 
● Your budget. 
When you start scaling, not only will the ad spend go up, but so will the product 
payment, there can also be possible VA costs. 
● Workload. 
When scaling you will get more customers, this can result in more work with 
individual customers, have this in mind when scaling. 
● Current Product Sourcing. 
Make sure that your current product source is reliable and can handle scaling. 

Scaling Strategies 
Horizontal scaling 

Just like we’re doing in the testing phase, were we duplicate an ad set multiple times 
and publish them without changes, horizontal scaling makes use of that exact method 
but what is also happening is an increase in budget on the duplicated ad sets. 
The name Horizontal comes from the fact that you are creating more ad sets next to 
each other instead of increasing the budget on a single ad set (which is called vertical 
scaling). 
An example would be that we have a winning ad set after 48 hours that spends $5/day, 
then duplicate that ad set 3 times and increase the budget on each of the duplicates to 
$10 and publish those. If one of those ad sets also become a winning ad set we then 
duplicate that $10 ad set into 3 $20 ad sets and publish those while changing certain 
metrics like age group, destination etc. We then rinse and repeat this process 

 
2 
 
throughout the horizontal scaling period. 
Remember to always apply the same rules on each ad set like we would do during 
product tests. Look at the “Product Test Lesson” PDF again to know what is being 
mentioned. 

 
CBO scaling 
CBO scaling is right now the scaling method we prefer to use as it requires less 
attention and no metric testing at all, as CBO’s optimize all the metrics themselves and 
more often than not do a better job than the rest of us can do. 
For the CBO method you take 3-5 of your best winning ad sets and put them in a CBO 
campaign starting at $100/day. You then wait 3-5 days check up on the metrics like 
discussed during the testing phase and decide if you want to increase the budget by 
50-100% decrease it or keep it the way it is. 
Just in case you need a quick reminder, if your ROAS is positive you can increase the 
budget, if it is negative you can decrease it. 

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