scale facebook ads

The Easiest Way to Scale Facebook Ads

A lot of advertisers are doing the WRONG thing when it comes to scaling and it could be ruining the chances of success with their campaign.

In this tutorial I’m going to show you why those old methods don’t work AND I’m going to show you a new and completely AUTOMATED way to scale campaigns.

New way of scaling Facebook Ads

This new way to scale campaigns has been working great in my agency. It limits your downside while giving you a lot of upside potential.

The Wrong Way to Scale Facebook Ads

A lot of advertisers have heard that the best way to scale is to leave your existing successful campaign alone, duplicate it, and then run a new identical version alongside your original campaign. 

The problem is that when you do this you’ve got your campaign budget in one campaign and campaign budget in a second campaign.

There are a number of issues with this approach, but the primary one is auction overlap. We’re seeing auction overlap warnings come up in Facebook ad accounts more and more and it is something to pay attention to. 

Duplicating your Facebook ads campaign can lead to auction overlap.

Auction overlap means that both those campaigns are competing against each other in the auction and Meta won’t allow that to take place within one ad account. 

So if you have identical campaigns they will only let one of those campaigns into the auction to compete against all the other advertisers that are trying to reach the same people.

The Problems with Duplicate Campaigns

When you use the duplicate campaign structure and have identical campaigns running alongside each other only one will be entered into the auction at any one time. 

That results in one of those campaigns – and often both of those campaigns – under-delivering because Meta will switch between them periodically. It usually leads to poorer performance in both the campaigns.

Duplicated campaigns usually underperform.

Obviously that isn’t what ANYONE wants!

You’re not going to get as much data in either the original or duplicated campaigns as you would if you were running just one campaign. 

Meta is a machine learning platform and needs as much data as possible to be able to improve your campaigns and optimize over time. More data = better results!

Why it’s a Problem that the Inspect Tool Is Gone

If you were worried about audience overlap, you used to be able to use the inspect too to see to what extent overlap is actually a problem.

But now the inspect tool is gone. Meta has gotten rid of it. 

That makes it really hard to duplicate ad sets successfully and get good results. My recommendation is to just abandon the duplication technique all together.

A MUCH Better Way to Scale Facebook Ads

So if that’s the wrong way of scaling a Facebook ad campaign what’s the right way? What’s working right now instead of duplicating>

The technique that I’m going to go over now is surprisingly effective and works.

Incremental Scaling

Before I go into the automated technique that is working well for us, there is is the old way that we used to use that you should also know about. We scaled in roughly seven day increments. It’s absolutely still valid. It’s a technique that we still use as an agency all the time.

Resource: You can see the way we use the seven day incremental technique here.

Automated Scaling Rules 

The new way that we’ve been using recently and it’s been getting very good results for both my agency and our clients.

What we’re going to do with this scaling technique is set up an automated rule so that our campaigns scale in small increments provided they meet certain criteria – basically as long as the ads are producing great results.

What you need to do is go into your Meta ad campaign and click on the “more” dropdown and then select the create a new rule section of the campaign.

Set up automated rules

Then you select custom rule.

Set up a custom rule

You can set it to increase the daily budget by a small percentage, like 3%, and also set a maximum daily budget cap so it doesn’t get out of control. 

You will set your rule to increase your daily budget.

Pro Tip: I do recommend that you use daily budgets and not lifetime budgets for all of your Facebook and Instagram ad campaigns. They just work better.

Then we’ll enter in the details.

You want to set up the increase to be 3% per day, and set the maximum daily budget cap to whatever you are comfortable spending on this campaign per day. It can be $20, $50, or $10,000. 

Set budget to increase by 3% and then set your maximum spend amount.

Then you want to put in your threshold for how much you are willing to pay for your result. In this example I’m going to use $30 as the cost per result that makes for a profitable campaign. 

Set your maximum cost per result.

Next it’s time to set up the time range. You want to tell Meta how long into the past to look at the data in order to make a decision.

Generally speaking for in-app lead campaigns you can use same day data, but sales data can take a while to post so if you are doing a sales conversion campaign this window should be three days.

Set your campaign to look back 3 days for sales data.

This rule works best when you run it once per day.

Set your budget to look back daily.

The way that I have the campaign set up right now, it will only scale the budget if your cost per result is below a certain threshold, like 30 pounds, based on the last 3 days of data. The rule will also run once per day in this set-up.

When you are done setting up the rule click create and the rule will go to work for you.

One of the best things about using rules is that it takes the emotion out of scaling your campaign. If your campaign is meeting benchmarks it will scale. If it’s not meeting benchmarks then it won’t.

You can also set up a reverse rule to decrease the budget if the cost per result goes above a threshold, like 35 pounds. 

You can also set your budget to decrease when results get too high.

This gives you a very dynamic budget situation where you’re spending more when campaigns are doing well and less when they are doing poorly. This set-up works very well for seasonal campaigns or just on campaigns where you want to limit potential loss as much as possible.

Another Awesome Free Facebook Training Resource

There is nothing I like better than to see business owners increase their ROI with Facebook Ads. In order to help business owners succeed with Facebook ads I’ve created a FREE webinar training that you can register for here.

Free Facebook ads training

When you attend this webinar you’ll learn:

3 different Facebook ad strategies that we use every day. These strategies have generated millions of dollars in revenue and are tried and proven to work.

How to customize the Facebook ads strategy to your particular business. There is no such thing as a one size fits all approach to Facebook ads.

How Facebook and Instagram have changed and how to adjust your ad strategy to what works in 2023.

Video Training on the Automated Scaling Technique that We Are Using Now

In this video I’ll explain why duplicating Facebook ad campaigns to scale is problematic, and show you a better way to automatically scale budgets up and down based on campaign performance using automated rules.

Benefits of Automated Scaling

This automated scaling technique can work really well. It allows you to scale budgets quickly when things are going well but also caps the downside risk. You don’t have to manually intervene as much. 

This new automated scaling technique is FAR preferable to just duplicating campaigns which causes auction overlap issues. It’s worth testing out!