If your ads are working well, it’s time to scale those babies!

If your ads are working well, it’s time to scale those babies!

There are many ways to scale an ad without making the algorithm freak out. (Don’t forget, Facebook is a delicate flower so we need to scale carefully or it gets mad at us). Here are a  few ways:

Vertical Scaling: This is when you start to increase your budget (slowly) across your different ads sets. (if you’re only running ads to 1 ad set, create more audiences.) I generally increase a daily budget by 20% every few days. This works well for launches and I often do this for my clients' campaigns because we are running ads for a shorter period of time. If you’re running ads for an evergreen funnel though (ongoing ads) be aware that as you scale, your cost per lead will increase and your ROAS (Return on Ad Spend) will get lower. So, we often have to find other ways to scale. 

Horizontal Scaling: This is where you try to find new avatars. Once you’ve had success with one avatar, think of other avatars that might work for your business. For example, maybe you sell a dog training program. 🐶Your main avatar might be new puppy owners. But once you’ve exhausted that audience it’s time to explore another avatar - so maybe you could target dog owners who have dogs with specific training issues like, dogs who jump, or dogs who need help with recall or walking on a leash properly. You’ll need to change the messaging and creative also so that you’re speaking to the right person. 

New Messaging: Another way to scale is to change your messaging to your existing avatar. Test out different hooks in the ad copy that address different pain points that your avatar might experience.